Faris Yakob

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.
Faris Yakob looks to the fundamentals of strategy and how they might help us navigate uncertainty by thinking in terms of risk.
Agencies are strange beasts and are not well understood - Faris Yakob explores the tension at the core of the very best.
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.
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.
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.
Is the world of advertising about to come full circle, Faris Yakob wonders?    The period known as the ‘golden age of advertising’ starts at the creative revolution in the 1960s and runs through the end of the 1980s.
As part of the November edition of Admap, which focuses on partnering for growth, Faris Yakob investigates the different outcomes of brand partnerships – are they mutualistic or parasitic?...
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.
In 2005 P&G coined the term “first moment of truth” to describe the importance of packaging in their marketing model.
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.
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.
Certain ideas, though ancient, have retained their power. Faris Yakob explores the ways in which Aristotle's Ars Rhetorica has influenced this industry.
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.
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.
At this year's Super Bowl, Faris Yakob observed a strange form of marketing competition between Coca-Cola and Pepsi.
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.
The heretical Faris Yakob revisits the perennial argument about the nature of advertising.
Waste is something to be avoided, according to many marketers and their favoured digital targeting platforms, while others understand its subtle power.
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.
According to some research, the average human attention span is now eight seconds, less than that of the goldfish with nine.
If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.
Ideal ideas are not original but variations of a form, marrying innovation and immediacy to different frameworks.
There is now an abundance of media available, with people spending an average of 12 hours a day consuming it.
Decision science shows that human decision-making is fraught with systematic biases that lead to suboptimal decisions in all contexts.