Faris Yakob

At what point does an agency know it has a truly great team? When its... Art directors sneak breaks to read. Copywriters get on Demo Calls spontaneously. Strategy folks discuss layouts and fonts with DTP. PR teams get excited about google’s latest algorithm changes. SEO minds tinker with AI videos. BD peeps secretly relish proofreading their proposals. Founders have a figma tab on. You get the hint. Communication is multi-disciplinary by definition. While good teams hire specialists, the great ones seek out nose-pokers. #ad #marketing #branding #agency #adagency #agencylife #marketingagency #contentagency #digitalagency #content #contentmarketing #digitalmarketing #brandingagency #pragency

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#Apple's latest ad has people...upset. But I don't think it failed. Yes, watching everything get crushed hurt me on a visceral level. And I can agree that it could easily be a visual representation of how big businesses are currently squeezing all artists' creative freedom, controlling the outcome, and then monetizing it without fair compensation. But that does not mean that this ad failed at marketing, or advertising, or art. Or even hurt creatives. Blocking, writing, producing, editing this ad could have been some of the hardest, most rewarding work for dozens of creatives in the field. Some of them, their first huge gig. Today, the whole world hates it. That's art, right? It's a beautiful ad. It also has a lot of people talking about it. That's art. That's marketing. Right? People are asking how Apple could have failed so incredibly. Did they? Or did they choose the angle of "spark controversy", "start a conversation", "get people talking" – one of the oldest playbooks in the marketing toolbox. Creatives have an excellent, highly visible platform right now with something clear to point to and say "THIS IS A PROBLEM". This could help them (and is) right now if used strategically. Side note: I ~would~ love to know who in the creator's room had opposition to this ad, but didn't feel comfortable speaking up, or who got shut down? Because I'm sure there were a few people who wanted to raise their hands and say: have we thought about this? What was your gut reaction when you saw this and how have other people's responses changed or adjusted your perspective? #iPad #creativity #tech #appleevent

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PORTFOLIO VIEW OUR WORK: https://lnkd.in/eDeqpPp Explore our portfolio to see our work in action. Effective communication shares a few key traits: it consistently delivers results. Knowledge, experience, creativity, and execution are essential to any successful communications strategy. At S-Squared Creative, we understand how these attributes connect people with opportunities. Our portfolio showcases a selection of our work, reflecting the significant time and effort we invest in ensuring that all visual and written content effectively engages and motivates a response. VIEW OUR WORK: https://lnkd.in/eDeqpPp

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The question isn’t whether to invest in creativity—it’s how to do it in a way that maximizes impact. The answer lies in creative strategy. https://lnkd.in/d85WFYKZ System1 and IPA's recent research on Compound Creativity underscores the power of cohesive, long-term creative concepts in driving real brand impact. Brands that maintain strong, consistent creative foundations outperform their peers, achieving 27% more significant brand effects and even doubling their profit gains. At Above The Clouds Communication I specialize in helping progressive lifestyle brands in outdoor, sports, and fashion build long-lead creative strategies and concepts, that don’t just capture attention for the moment—they create distinctive connections over time. By focusing on strategic creative concepts that align with consumer insights, we lay the groundwork for long Lead creative consistency and activations. Let's Connect https://lnkd.in/g3A9sfGC #brandstrategy #creativity #strategy #consumer #insights #pr #ispo #ispomunich2024 #ispomunich

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The four steps you can take to optimise your #podcast for success… before you even hit record: 1. Set strategic goals 2. Define your key metrics 3. Create benchmarks 4. Design performance tracking & reporting. I outline each of these in the latest edition of my newsletter, Podcast Strategy Weekly. Read & subscribe here: https://lnkd.in/eMZb_3zX #podcasting #contentstrategy #podcasts

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I've been thinking entirely too much about frameworks over the weekend (there's a sentence only a strategist would type out). In my experience, the best frameworks direct your attention productively - either in terms of clarifying which questions you should be asking, or which answers might have more substance and weight, or how unexpected connections can be made to enrich and sharpen your solutions. They can't actually do your thinking for you, no matter how robust. They can't inherently improve the quality of your data, either. Imagine my surprise when someone who reached out to me for strategy upskilling workshops mentioned that a number of consultants had offered to coach their team on frameworks that would 'produce' strategy. That's not a framework, that's a formula. And if you believe that the thinking that informs your work should be formulaic, I worry about the work itself. There's a place for formulae, maybe even algorithms in the world of brand-building, but brand strategy isn't one of them. #brandstrategy #strategy #petpeeves

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LinkedIn AI asked me to answer: “Balancing multiple ad projects with tight deadlines in advertising. How can you maintain a work-life balance?” Here’s my response: When this happens, are is always one project that is more pressing than the others. The key here is communication: When that next deadline gets layered onto what you already have, you need to speak up right away. This might mean the timelines get adjusted on your new project, or it could mean that your other project deadlines can get pushed out to accommodate for the new one. This is where project managers meet to discuss how to manage their "resource". It might even come down to brining in additional creative resources in order to meet the deadlines. It's not realistic to expect quality work with no time to do it properly. Good agencies and good project managers understand that and they will advocate for time and resources to do it right.

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For profit margins and speed it is indeed a powerful tool for companies to deploy. I’m seeing these short term benefits every day. I equally feel for those incredibly talented creators every day, and sad to see many serendipitous moments lost in this new way of working. And it does leave me wondering… what will the next generation of leaders look like? Today many of those at the top of the iceberg have risen up from below the waterline giving them a rich understanding of the benefits of what happens below. With that, they also perhaps have a great understanding of what to prompt AI for to get the results they’re looking for. How might the next generation of leaders gain this deep understanding in order to get the results they’ll need to stay ahead? It sure will be interesting to see how it all evolves.

Creative friends, What are we working on this week? My menu: • Homepage draft for a client website • Coming up with initial tagline and positioning for a client • Write next Cool Copy newsletter edition • Outline new webinar • Get over any imposter syndrome as best as I can • Follow through on my word • Do something hard earlier in the week

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The Economist has done a piece on how creative writing is being used to attract budget in US Defence forces. It's a really interesting idea. (And I don’t mean case studies. I mean sci-fi) Perhaps one worth exploring. https://lnkd.in/ej4RsKNu #creativewriting #writing #consulting #copywriting

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Great podcast for strategists with Chris Kocek hosting Edward Cotton as they talk about how powerful using focus groups can be today - check this one out Hubbard School of Journalism and Mass Communication - University of Minnesota Strategic Communication grads and students!

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When most people think of storytelling, they think of copywriters. But it's equally important in design. Stories are powerful. They captivate, inspire, and connect us on a deeper level. Great design tells a story. No one believed this more than Paul Rand. Rand believed that design should convey a narrative or message that resonates with the audience. His whole approach to design was not just about creating visually appealing work but also about communicating ideas and telling stories through design elements. In his book "Design, Form, and Chaos", he argued that design is fundamentally about problem-solving and that part of solving those problems involves telling a compelling story that engages the viewer. Take the IBM logo. It’s more than just three letters. The stripes convey speed and dynamism, telling a story of innovation and progress. As designers, we are storytellers. Every element we choose – colors, typography, imagery – should contribute to the narrative we want to tell. So, the next time you work on a project, don’t just think about how you want it to look. Think about the story you want it to tell. What emotions do you want to evoke? Consider the Airbnb logo. It's not just a symbol. It's a story of belonging. A story that connects hosts and guests from around the world, making them feel part of a global community. Think about what journey you want to take your audience on. Take Nike’s "Just Do It" campaign. Each ad tells a story of perseverance, overcoming obstacles, and pushing beyond limits. It’s not just about selling shoes. It’s about inspiring people. Or, like Rand’s IBM logo, think about what message you want to convey. Because when you design with a story in mind, you create a more profound, more meaningful experience. Plus, it’s a great way to impress the copywriter you’re working with. ”Most people make the mistake of thinking design is what it looks like, people think it's this veneer – that the designers are handed this box and told, 'Make it look good!' That's not what we think design is. It's not just what it looks like and feels like. Design is how it works.'’ Steve Jobs #Design #Storytelling #PaulRand #GraphicDesign #Inspiration #Branding #Creativity #Marketing #VisualCommunication

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In the world of marketing, facts and statistics are important, but they rarely stick in people’s minds. Why? Because facts alone don’t create emotional connections. That’s where storytelling comes in. The most effective brands take those facts and wrap them in a narrative that resonates. Instead of just listing features, focus on the why behind them. Tell a story that frames your product or service as the solution to a problem your audience faces. Once people feel an emotional connection with your story, they’re more likely to become loyal customers. Remember, it's the narrative that gets remembered, not the numbers. Link in comments. #CustomerLoyalty #BrandStorytelling #EmotionalMarketing #MarketingTips

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"Niches are what make the world go round." I know I've said this ad nauseam*, but to use Zoe Scaman's words this time, "the riches are in the niches." What's said about niche communities and content in that piece spills beautifully offline. We've seen the rise and rise of niche publishing, with more magazines entirely dedicated to one super-specific theme. Go to Casa Magazines in NY, or Wardour News in London, and the shelves are creaking under the weight of titles solely (and stylishly) dedicated to cats (PUSS PUSS), or the creative culture around tennis (Racquet), or the comings-and-goings in one extremely small neighbourhood (The Drunken Canal, all about Dime's Square in New York). Design magazine, MacGuffin, takes the route of focussing on one incredibly specific topic per issue, one issue exploring sinks, another themed around the bed, rope, or rug. Brands are seeing the value in that too, albeit slowly. Evian partnered with Racquet to rally their community in fun and engaging ways last year (savvy magazines chase brands with natural affinities for opportunities too — something I've had to do many times to fund independent titles). TLDR: back to Zoe; "the riches are in the niches." * summed-up in this piece https://lnkd.in/eP3cbTHG

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This should be the headline for all us ad folks: "The integration of advanced AI into brand interactions will require marketers to work closely with AI teams to ensure that these systems accurately represent brand voice and values." I'd add "brand story" to that list as well. No matter how much things change and tech evolves, the fundamental truth remains, we are the keepers of the brand story, voice and values.

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As Apple Crush their reputation with creatives, are there other lessons to be learned? Apparently this ad was created in house. Never really good idea because internal teams are subject to the forces of internal groupthink and politics. Remember the Pepsi Jenner ad? Ouch. For a technology firm staffed by technology enthusiasts, the thinness of the iPad is the most exciting thing. To showcase the amazing creative power of this tablet, with its swanky new Apple chips they chose to choose a completely destructive idea. The exact opposite of creative. A turn off for the spiritual core of their user base. What’s more the execution is grim. Watching statues, wooden figures and kids toys pop their eyes out is disturbing. The music only adds to the horror vibe. Beware the perils of an internal team echo chamber However, there are things to be celebrated with this expensive looking advert. I’d argue it’s iconic for visualising the impact of Big Tech on our lives. Has it been done this effectively yet? It feels like we all know this but I haven’t actually seen a tech firm be this honest! It is such a powerful metaphor for the relentless pressure of big tech on our lives. Yes it is a warning for Gen AI as most people are talking about. If they make an ad this bad, what are they actually going to do in real life? But could this ad also be repurposed as an ad for the dangers of using Instagram or Facebook? Imagine all those lost hours of scrolling and liking that could have been used to enjoy creative pursuits. Crushed. What do you think? #apple #applecursh #advertising

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⚗️ Absorb almost everything, filter almost everything One great trait of effective strategists? They absorb almost everything, and filter almost everything. This resolves a few things: 1. It helps you consume what’s timeless but also timely in your industry, without feeling weird about it. 2. It reminds you that it’s ok to read about the latest niche thing as long as you remember to tie it back to fundamentals. 3. It ensures that you stick to clear stories instead of complicated yet clever ones. This last one i’ve been guilty of, and i'm working on it. There’s just too much my brain finds fascinating. But here’s a trick to know if you’re filtering things properly. Say your argument out loud. The amount of times something felt right on paper, and then as soon as i said it in a review it felt superfluous… I’ve lost count. But switching between media - written, verbal, docs, decks - is one of the most powerful tools we can use. It ensures we can regularly absorb the world and only keep the important parts. ~ Originally posted here: https://buff.ly/3RaELvF

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