Founder & Chief Creative Officer of No, No, No, No, No, Yes ®
a creative boutique based in New York City, focused on creating Ideas That Make News.
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.
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.
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 currently 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.
Amichay lives and works in NYC.
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: European Lotteries Congress (2013), Israel Bonds Annual staff conference (NYC 2013), “Think Consumers” with Google (Israel 2013), CREATIVE SANDOX by Google (Israel 2013) IceeFest (Bucharest 2013), TEDx Jerusalem 2012, Cannes Lions 2011, DLD Tel Aviv 2011, New York Festival (Shanghai 2010), Eurobest (Amsterdam 2009), 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)
Current clients & projects: DOGTV USA, PANGO USA, Dream Pretzel – PRESSELS, Wikipedia (Israel), Channel 2 NEWS (Israel)
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.
In 2011, Amichay published his first book in Israel:
“NO, NO, NO, NO, NO, NO, NO, YES”
(In Hebrew: לא, לא, לא, לא, לא, לא, לא, כן)
about innovation and creativity.
The book is targeted at all creative minds.
‘NO, NO, NO, NO, NO, YES. Insights from a Creative Journey’ has published in January 2014.
The MoMA store – The Museum of Modern Art, New York
The New Museum store – The New Museum, 235 Bowery, New York
McNally Jackson Books – 52 Prince St, Soho – New York
Contact: +1.917.200.8477 or +972544343434