One day…

Two years ago, when my book was published, I was fortunate to get flattering reviews from several distinguished sites such as Communication Arts, Lurzer’s Archive and Agency Spy (They even included a link to my book’s Amazon page!). Naturally, I shared the news on my social network channels: Blog, Facebook, Linkedin and Twitter.
 
However, pretty soon I was asking myself – “What’s next?” 

The following morning, while going through my daily reading list, I stumbled upon one of Outbrain’s content recommendations at the bottom of one of the stories. It was a perfect match – another interesting story that felt as if it was written specifically for me. At that time I didn’t know much about Outbrain. I mean, I “knew” the name, I was using their recommendations on a daily basis but I didn’t REALLY understand the nuts and bolts of how it works.

I thought it would be nice if more people could easily read the reviews about my book, but not in the form of a quote in an ad. I wanted readers to stumble upon these reviews naturally, the same way that I did. Agency spy’s review was a good piece of content about the book, not written by me, and therefore, the best recommendation to use. I thought it could bring a meaningful energy boost to my marketing efforts. 

I called my friend Asaf Hochman, who works at Outbrain, and I invited him to meet me for coffee. The next day we met at a BREADS, a beautiful local bakery, and shared an amazing Babka while Asaf gave me helpful tips on how to use their platform in order to reach my target audience.

The next day, together with Tamar Heilweil who works for me, we started to play around with the platform and slowly began to shape the campaign by choosing the audience we want to reach with our story. 

During the final stage of uploading, we were asked to submit images and headlines. 

Different headlines.

“Why different headlines?” I asked Tamar. 
“I know exactly which headline I want…” 

But the platform suggested (insisted?!) having few options and see which one works best.
 
“Funny” – I said – “The platform is competing with my own experience…,” I had to convince myself that it’s a good thing.  
And then we clicked the “launch” button and the campaign went live.

Overall, we got some really good exposure on some of the world’s leading online publications. As it turns out, my first choice of copy was among the top three headlines (Thank God I can still count on my instincts…) We discovered a smart platform that enabled us to effortlessly share content with people.    

The campaign didn’t break the Internet. My Amazon page didn’t crash down, but we had great exposure and good results. 

“One day” – I said to myself – “I will work with these guys.” 

Photo: Our ad for outbrain – Ad Age, November 2015

About Gideon Amichay

Founder & Chief Creative Officer of No, No, No, No, No, Yes
a creative boutique based in New York City, focused on innovative advertising and marketing solutions.

Instructor at SVA; International speaker about innovation, creativity and advertising; TEDx speaker.

Former Chief Creative Officer, Joint Managing Partner (1994-2011)
Shalmor Avnon Amichay / Y&R Interactive Tel Aviv, Israel.

In 2010, Shalmor Avnon Amichay was acquired by WPP’s Y&R.

Gideon Amichay led the agency to be the market leader in creativity and innovation, and one of the 4 biggest agencies in Israel since 1998. Won Israel’s best agency award – 7 times.

Served as the President of the Direct Jury at the 2012 Cannes Lions Advertising Festival.
Gideon will be doing a TED talk at TEDx Jerusalem this coming November (2012)

Gideon lives and works in NYC. Currently looking for challenging business problems and impossible briefs whatever the medium.

More:
Won 19 Cannes Lions (2008 – 12) the highest number of Lions, in the Israel advertising history.
2nd Media Agency of the Year, Cannes Lions 2008.
2nd PR Agency of the Year, Cannes Lions 2011.

Won Grand LIA (2009) at the London International awards, and 7 more LIA Awards (2008 – 11).

Won 9 Clio awards for Innovation, Content & Contact and more (2008 – 11).

Won Israel Effie Platinum Award, Grand Effie and more than other 20 Effie Awards (8 Gold).

Won a special award from the United Nations (UN) (2010).

Speaker: Cannes Lions 2011, DLD Tel Aviv 2011, New York Festival 2010, Eurobest 2009, IDC TED Inspired Innovation Forum IDC Herzliya, AJC Access 20/20 Washington D.C. and more.

Lecturer: Tel Aviv MBA Business School, Jerusalem Hebrew University MBA Business School, Bezalel Art & Design Academy, SVA/MFA Design New York (Designer as Author + Entrepreneur Department), Pratt Institute New York, (Arts and Cultural Management Advertising and Promotion), and more.

Work for International brands:
Mercedes Benz, Smart, Hyundai, Orange, American Express, Heinz, Toshiba, Yellow Pages, Stella Artois, Nestea, Strauss, Danone, Actimel, Teva, Colgate Palmolive, Elmex, Vax, KitchenAid, Getty Images, Aids Task Force, The Atzum Task Force on Human Trafficking, and many more.

Berlin School of Creative Leadership
Executive MBA, Leadership, Business, Creative 2006 – 2008.

Bezalel Academy of Art and Design
BA (HONORS), Design Advertising 1986 – 1990.

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