Intro / Keith Reinhard

Keith Reinhard is Chairman Emeritus of DDB Worldwide and a legendary adman. I’m honored to have his introduction for my book. Thank you Keith.

Intro / Keith Reinhard

Gideon Amichay defies easy characterization. In appearance he is elegant and soft-spoken. His gentle manner gives no clue to the imagination that rages inside. His mind is a seemingly continuous eruption of original observations and surprising ideas – often brilliant and always provocative.

Though Gideon is a native of Israel now residing in New York, he travels the world, and when asked where he lives, he answers: “I live on Earth.” He is a storyteller, an artist, an entrepreneur and a teacher. But most of all, Gideon Amichay is a keen observer who sees the world differently, then arrives at insightful conclusions for us to consider, or imaginative solutions to vexing problems.

I admire Gideon’s ability with both pencil and camera and his obvious belief that a touch of whimsy not only engages our attention but also helps us understand and remember. And as someone who has spent a lifetime trying to bring creative ideas to life in advertising, I can personally (and painfully!) identify with Gideon’s assertion that the cost of creativity, as he puts it, is that we are never truly satisfied.

I like Gideon Amichay because he always makes me think. Readers of this book will be made to think as well. My suggestion is that the book be kept handy as a touchstone for creative people who need a quick and ready dose of inspiration. Open any page of No, No, No, No, No, Yes! It will open your mind.

Keith Reinhard
Chairman Emeritus
DDB Worldwide

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: "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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