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Fadi – And Us

The region’s most awarded creative has launched his own agency and explains what its hard-to-type name means. By Austyn Allison

Fadi Yaish has lots of different business cards. He shuffles through packs of them. “Coca-Cola and Us”,  “Majid Al Futtaim and Us”… He has other versions that he keeps out of sight, as they represent business he has not yet won. The ones he shows Campaign are all based on clients of his new venture.
The agency’s name is meant never to stand alone. It is always linked – with the typographic symbol called
an undertie – to the client’s, prospect’s or contact’s name or company.
Like the late musician Prince’s foray into being known not by a pronounceable name but as a symbol, this sort of creative conceit is likely to throw up all sorts of confusion. In Campaign’s A


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