Meet Faris Yakob
Agency: EVP, chief technology strategist at McCann.
Recent Work: Digital ninja type stuff at Naked.
Little Known Fact: He used to be a writer for Maxim magazine.
Quote: ‘”Consumers” own brands – even when they aren’t consuming. But yes – it does. If they don’t care, or we can’t give them reasons to care, then they will simply stop engaging with us. The industry seems obsessed by engagement at the moment – building / offering brand engagement. But from a person, or communities, point of view – why should they engage with brands unless there is some value in the engagement? And if we’re delivering value, they will care.”‘
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