Founder & Chief Creative Officer of No, No, No, No, No, Yes
a creative boutique based in Tel Aviv, focused on creating Ideas That Make News. http://nononononoyes.com
Instructor at School of Visual Arts, New York;
International speaker about innovation, creativity and advertising; TEDx speaker.
Amichay is former Chief Creative Officer & Joint Managing Partner (1994-2011)
Shalmor Avnon Amichay / Y&R, Israel. In 2010, Shalmor Avnon Amichay was acquired by WPP’s Y&R
Gideon Amichay led the agency to be a 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.
“Since 1990 I’ve been in the advertising business as a CCO/ Joint Managing Partner, building brands, designing hundreds of campaigns and solving business problems from establishing digital law firm marketing strategies to getting struggling campaigns going viral.
Nowadays, “creativity” has become a commodity. Everybody is busy doing creative things. That’s why I believe the place we need to aspire to, is innovation. Innovation is the key to success in the new world. Of course, some tried and tested strategies remain like buying advertising space from somewhere like https://www.firstpage.hk/bing-ads/ to increase a website click rate. Back when I first started, it was a luxury to have a website, but today it is a must. These days a company can use something like an seo audit checker tool rather than outsourcing the work like they used to. I have had to evolve and change my strategies to keep up with the ever-changing industry. For instance, some businesses will opt for SMS text messaging to keep in contact with their customers and promote themselves, there are ways on how to get a text code to start this off and websites such as tatango.com can help.
I put all my effort into combining these two, throughout dozens of multi-dimensional campaigns. Because the truth is, people don’t really hate advertising. They just hate bad advertising. That’s why changing tools or remixing old ones with new ones could change the result. I believe in creative problem solving. And only sometimes it’s an ad.
That is why I relentlessly strive towards coming up with INNOVATIVE uses of Media and Advertising, to engage people. And it works. Every brief or problem can lead to a breakthrough solution.”
At No, No, No, No, No, Yes , we’re always looking for challenging business problems or impossible briefs.
Amichay served as the President of the Direct Jury at the 2012 Cannes Lions Advertising Festival. He had the honor of doing a TED talk at TEDx Jerusalem, December 2012.
Won Grand LIA (2009) at the London International awards, and 7 more LIA Awards.
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)
Ranked among The 100 Most Influential People in Israel, Haaretz / The Marker, 2008, 2007
Speaker: Israel 2030, Tel Aviv Museum (2017), Social Innovation Summit, Silicon Valley (2015), Israel Dealmakers Summit NYC (2015), European Lotteries Congress, Israel Bonds Annual staff conference (NYC), “Think Consumers” with Google (Israel), CREATIVE SANDOX by Google (Israel) IceeFest (Bucharest), TEDx Jerusalem, Cannes Lions 2011, DLD Tel Aviv, New York Festival (Shanghai), Eurobest (Amsterdam), IDC TED Inspired Innovation Forum IDC Herzliya, AJC Access 20/20 (Washington D.C.), 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.
Lecturer: School of Visual Arts New York 2013, 2014 (Course: Innovation in Advertising), 2015, 2016, 2017
Current clients & projects: Mercedes-Benz Israel, Hyundai Israel, ZIM Worldwide, Teva, Calcalist, Tel Aviv University, BARKAN Winery, Segal Winery, TEMPO Soda, Lupa, Lion Brand Yarn USA, DogTV USA, Wikipedia Israel, The Blavatnik Interdisciplinary Cyber Research Center at Tel Aviv University, School of Visual Arts NY
Worked for International brands:
Mercedes Benz, Smart, Hyundai, Orange, American Express, Heinz, Stella Artois, Nestea, Strauss, Danone, Actimel, Teva, Colgate Palmolive, Toshiba, Yellow Pages, Elmex, Vax, KitchenAid, Getty Images, HOT ISRAEL cable TV, 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
His work appeared in all major publications: D&AD, ONE SHOW, Communication Arts, Luerzers Archive.
Here is a full interview for Lurzer’s Archive, Feb. 2011, issue 1/2011
Creative Director since 1990. Started his career as a cartoonist, published in all the major newspapers in Israel as well as in The New Yorker, 1995.
Amichay published 2 books in Israel:
“NO, NO, NO, NO, NO, NO, NO, YES” (2011)
(In Hebrew: לא, לא, לא, לא, לא, לא, לא, כן) Insights from a Creative Journey, about innovation and creativity, targeted at all creative mind
“NO, NO, NO, NO, NO, NO, NO, YES” (2016)
(In Hebrew: ו, ו, ו, ו, ו, ו, ו, יס) Insights from a Creative Journey in New York
‘NO, NO, NO, NO, NO, YES. (USA, 2014)
Insights from a Creative Journey’