20 October 2021 • Coca-Cola’s new brand platform, Real Magic, a global campaign that will need to tread carefully to resonate around the world – Faris Yakob takes us inside the tensions of designing strategy on a worldwide scale that will play locally.
17 August 2021 • Characters helped brands tell their story rather than sell their product, observes Faris Yakob; though they have fallen out of favour they remain the engines behind some of the most memorable ads people have seen – is it time to reconsider the character?
21 January 2021 • Business to business advertising reinforces a strange cognitive division made between professional and consumer advertising, where creativity is encouraged for one and discouraged for the other - this is wrong, argues Faris Yakob. Building strong brands to justify prices makes a lot more profit than growing volume.
18 November 2020 • The products of creativity clients want from agencies aren’t art and copy but attention and commerce, says Faris Yakob – Burger King is the brand leading the way.
05 February 2020 • Brands reaching for quotes of their past advertising successes hints at our continued failure to think about the future and start investing in assets for the long term, argues Faris Yakob.
22 January 2020 • With the launch of a new campaign for a unique marquee product, Mondelez is betting on a radical new channel strategy – Faris Yakob considers the Creme Egg.
About Faris Yakob
Faris is the co-founder of nomadic creative consultancy Genius Steals and the author of Paid Attention: Innovative Advertising for a Digital World.