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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