2353

Posted on June 13, 2012 by Gideon Amichay

2353 (!) entries in the Cannes Lions Direct category

Let me start with a little story.
When you ask people from our industry what’s the reason for a bad campaign, the answer comes quickly. That’s easy… most people say: “You need a bad client…”

So, what does it take to create a good piece of work?

That’s easy too. Most answers will be “You need a good agency and a good idea.” Sometimes they are generous and say ” and a good client”.

However, when we ask what it takes to create great work, there is some confusion.

Some will say we need a great idea, or a great agency, or a great client.

I personally think these are just the basics.

There is one more important thing.

Trust

Trust between us & our clients, is the most valuable and necessary currency needed in order to create really great work.

It’s only then, that we can really go on to the next level; to the courageous solution and doing a really great job.

Speaking of trust, people from all over the world put so much money and effort behind entering work into the Cannes Lions. All over the world they put their trust in us, as a jury. Trust that we will have the patience and energy to carefully watch every piece of work.

Thank you for that trust. We won’t let you down. With that great trust, I hope we’ll do a great job, not just a good one.

About Gideon Amichay

Founder & Chief Creative Officer of No, No, No, No, No, Yes a creative boutique based in Tel Aviv, 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 3 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 created a TED talk at TEDx Jerusalem this coming November (2012) Gideon lives and works in TLV. Currently looking for challenging business problems and impossible briefs whatever the medium. More: Won 19 Cannes Lions 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. Won 9 Clio awards for Innovation, Content & Contact and more 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 , DLD Tel Aviv, New York Festival, Eurobest, IDC TED Inspired Innovation Forum IDC Herzliya, AJC Access 20/20 Washington D.C., SVA NY, Berlin School of Creative Leadership, Miami Ad School, Tel Aviv University 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. Worked 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. Books: https://nononononoyes.com/hebrew-books "לא, לא, לא, לא, לא, לא, לא, כן"​ (Israel 2011) "נו, נו, נו, נו, נו, נו, נו, יס"​ (Israel 2016) "אלף בית של גימל" (Israel 2021) "No, No, No, No, No, Yes" (USA 2014) Available on Amazon (Hard cover & Kindle) at McNally Jackson (SoHo, New York) The book is about innovation & creativity and targeted at all creative minds.
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