Faris Yakob

Opinion
09 十月 2020 Dominos is not a pizza company – it’s a tech company that happens to sell a lot of pizza, observes Faris Yakob, but embracing experience design means it competes on experience beyond product.
Opinion
04 九月 2020 Advertisers and their agencies preparing for Christmas are invoking a mix of memory and imagination, writes Faris Yakob.
Opinion
12 八月 2020 With brand strategy now the top priority for CMOs, Faris Yakob dives into the history of the idea: from the logo to the totality of interactions it has come to represent.  
Opinion
06 七月 2020 The way we trade attention in the form of digital media in a murky market has led to a deep misunderstanding of this complex area, argues Faris Yakob - but some thinkers are advocating for alternatives.
Opinion
11 六月 2020 We don’t need any more ads about equality from brands that don’t have their house in order or aren’t putting their money where their mouth is - we need action, argues Faris Yakob.  
Opinion
02 六月 2020 The raft of ads reacting to COVID-19 reflects how shocks can cause knee-jerk responses rather than creative answers to each brand's individual challenge in a time of collective difficulty, argues Faris Yakob.
Opinion
14 四月 2020 Faris Yakob looks to the fundamentals of strategy and how they might help us navigate uncertainty by thinking in terms of risk.
Opinion
13 三月 2020 Agencies are strange beasts and are not well understood - Faris Yakob explores the tension at the core of the very best.
Opinion
05 二月 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.
Opinion
22 一月 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.
Opinion
16 十二月 2019 The luxury category has always had to balance its inherent exclusivity with the fame-building needed to find more customers – Faris Yakob charts luxury’s attempts at bridging the divide.
Opinion
15 十一月 2019 Is the world of advertising about to come full circle, Faris Yakob wonders?   
Opinion
18 十月 2019 Words are alive and well in the internet age, observes Faris Yakob, and their broader cultural effects are more than ever tied to their ability to break free of their intended contexts and become bigger then the ad – here’s how it worked for these brands.
Opinion
12 九月 2019 In 2005 P&G coined the term “first moment of truth” to describe the importance of packaging in their marketing model. Faris Yakob looks to the humble package and its discontents.
Opinion
12 七月 2019 What do you do about advertising so effective that people are willing to pay for it? What happens when the advertising itself becomes a kind of fast fashion? Faris Yakob thinks through the conundrum.
Opinion
26 六月 2019 Faris Yakob delves into the WARC Effective 100 to discuss the ways brands are innovating in the face of increasing advertising volumes and decreasing consumer trust.
Opinion
07 六月 2019 Certain ideas, though ancient, have retained their power. Faris Yakob explores the ways in which Aristotle's Ars Rhetorica has influenced this industry.
Opinion
10 五月 2019 Nobody likes, or trusts, a hypocrite. Following Chase bank's recent tone-deaf tweet, there has been renewed interest in the frequent disconnect between the promises that brands make, and those they are willing to keep. Faris Yakob writes about the importance of being earnest.
Opinion
11 三月 2019 The jingle used to be an important part of advertising that has lately become pretty uncool. As brands now try to wrestle with the impact of a growing audio landscape with the adoption of voice interfaces, Faris Yakob considers the fall and rise of one of the few aspects of advertising that people actually like.
Opinion
20 二月 2019 At this year's Super Bowl, Faris Yakob observed a strange form of marketing competition between Coca-Cola and Pepsi. Here's what the two brands’ Super Bowl predicament tells us about advertising and its often tricky relationship with its cousin, sales.
Opinion
18 一月 2019 Are advertisements endorsements? When editorial content begins to conflict with a brand’s stated values, is continued investment a gesture of tacit approval? Faris Yakob on whether communications can or should be decoupled from their political context.
Opinion
07 十二月 2018 The heretical Faris Yakob revisits the perennial argument about the nature of advertising.
Opinion
05 十一月 2018 Waste is something to be avoided, according to many marketers and their favoured digital targeting platforms, while others understand its subtle power. Faris Yakob explores the uses of being seen.
Opinion
08 十月 2018 As media has fragmented so has the practice of overall communications planning, says Faris Yakob. With a whole landscape of specialist agencies and tools vying for attention and dollars, comms planning is due a rebirth.
Opinion
30 八月 2018 According to some research, the average human attention span is now eight seconds, less than that of the goldfish with nine. But, asks Faris Yakob, can this possibly be true or does it simply suit companies and marketers to say so?