The New Abnormal Faris Yakob 'Collaboration is the way to solve problems'
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Apr 3, 2025 
Faris Yakob, co-founder of Genius Steals, is a creative consultant and strategist who began his career during the dot-com explosion. In their conversation, he discusses the transformative impact of AI on advertising and the importance of philosophical insights from thinkers like Kant and Marx on modern marketing. He emphasizes the need for diverse perspectives in creativity and shares his views on collaboration as a solution to complex industry challenges. Faris also reflects on the evolving dynamics of advertising and the significance of being well-read in the field.
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Career Path
- Faris Yakob rarely had the same job twice, learning different skills at each stage.
- This diverse experience informs his current consulting work with marketers and agencies.
Industry Misconception
- The advertising industry assumes its focus is still primarily high-budget TV commercials.
- This is no longer true, which leads to alienation among advertising professionals.
Economic Uncertainty
- Current economic uncertainty surpasses even the COVID period, impacting advertising spending.
- Consumer spending is heavily influenced by the top 10% of wealth holders.
