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 & Tel Aviv University, Author,
International speaker about innovation, creativity and advertising; TEDx speaker.
Innovation Jury, Cannes Lions 2024

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.

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.
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.

Won 19 Cannes Lions the highest number of Lions, in the Israel advertising history.
2nd Media Agency of the Year, Cannes Lions 2009
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)

Ranked among The 100 Most Influential People in Israel, Haaretz / The Marker, 2008, 2007

Speaker: Israel Marketing Summit 2021, Israel at 2030 – Tel Aviv Museum, Social Innovation Summit, Silicon Valley, Israel Dealmakers Summit NYC, 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, 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  (Course: Innovation in Advertising) 2013-2017, Tel Aviv University (Course: The Art of Storytelling) 2021, 2022, 2023, 2024

Current clients & projects: Mercedes-Benz Israel, Smart Israel, Hyundai Israel,  Calcalist, Phoenix Smart, FreeTV, Acro Real-Estate, Tel Aviv University, Lupa, Lion Brand Yarn USA, DogTV USA, Wikipedia Israel, The Blavatnik Interdisciplinary Cyber Research Center at Tel Aviv University

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, Ad Age, Luerzer’s Archive.

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 3 books in Israel:
2011- לא, לא, לא, לא, לא, לא, לא, כן
Insights from a Creative Journey,
about innovation and creativity, targeted at all creative mind

נו, נו, נו, נו, נו, נו, נו, יס – 2016
Insights from a Creative Journey in New York

אלף בית של גימל – 2021
Insights from a Creative Journey in Life

Available at: https://nononononoyes.com/hebrew-books

‘NO, NO, NO, NO, NO, YES. (USA, 2014)
Insights from a Creative Journey
Available at: https://nononononoyes.com/book


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