Gideon Amichay
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Gideon Amichay (; born 1963) is an Israeli advertising executive, marketer and author. He is the founder and chief creative officer of No, No, No, No, No, Yes, a creative boutique in New York and
Tel Aviv Tel Aviv-Yafo ( or , ; ), sometimes rendered as Tel Aviv-Jaffa, and usually referred to as just Tel Aviv, is the most populous city in the Gush Dan metropolitan area of Israel. Located on the Israeli Mediterranean coastline and with a popula ...
. He also teaches at the
School of Visual Arts The School of Visual Arts New York City (SVA NYC) is a private for-profit art school in New York City. It was founded in 1947 and is a member of the Association of Independent Colleges of Art and Design. History This school was started by Silas ...
in New York City. From May 1994 to November 2011, he acted as the Chief Creative Officer & Joint Managing Partner at Shalmor Avnon Amichay/ Y&R,
Tel Aviv Tel Aviv-Yafo ( or , ; ), sometimes rendered as Tel Aviv-Jaffa, and usually referred to as just Tel Aviv, is the most populous city in the Gush Dan metropolitan area of Israel. Located on the Israeli Mediterranean coastline and with a popula ...
, Israel.


Biography

Gideon Amichay was born and raised in
Holon Holon (, ) is a city in the Tel Aviv District of Israel, located south of Tel Aviv. Holon is part of the Gush Dan, Gush Dan metropolitan area. In , it had a population of , making it the List of cities in Israel, tenth most populous city in Isra ...
,
Israel Israel, officially the State of Israel, is a country in West Asia. It Borders of Israel, shares borders with Lebanon to the north, Syria to the north-east, Jordan to the east, Egypt to the south-west, and the Mediterranean Sea to the west. Isr ...
. He served in the IDF as a graphic designer and a reporter in the IDF's weekly newspaper " Bamahane". In 1990 Amichay graduated with honors his
visual Communication Visual communication is the use of visual elements to convey ideas and information which include (but are not limited to) signs, typography, drawing, graphic design, illustration, industrial design, advertising, animation, and electronic resourc ...
studies at the "Betzalel Art Academy" in
Jerusalem Jerusalem is a city in the Southern Levant, on a plateau in the Judaean Mountains between the Mediterranean Sea, Mediterranean and the Dead Sea. It is one of the List of oldest continuously inhabited cities, oldest cities in the world, and ...
, and
School of Visual Arts The School of Visual Arts New York City (SVA NYC) is a private for-profit art school in New York City. It was founded in 1947 and is a member of the Association of Independent Colleges of Art and Design. History This school was started by Silas ...
in New York. In 2008, Amichay graduated with honors his EMBA studies for company leaders at the
Berlin School of Creative Leadership Berlin ( ; ) is the Capital of Germany, capital and largest city of Germany, by both area and List of cities in Germany by population, population. With 3.7 million inhabitants, it has the List of cities in the European Union by population withi ...
.


Career

Amichay began drawing cartoons for television and newspapers at the age of 14. Amichay's cartoons and articles were published in many newspapers in Israel, including "
Yediot Aharonot (, ; lit. "Latest News") is an Israeli daily mass market newspaper published in Tel Aviv. Founded in 1939, is Israel's largest paid newspaper by sales and circulation and has been described as "undoubtedly the country's number-one paper."
", "Globes", "
Ha'aretz ''Haaretz'' (; originally ''Ḥadshot Haaretz'' – , , ) is an Israeli newspaper. It was founded in 1918, making it the longest running newspaper currently in print in Israel. The paper is published in Hebrew and English in the Berliner fo ...
", "The Marker", "Calcalist" and "
Ma'ariv ''Maariv'' or ''Maʿariv'' (, ), also known as ''Arvit'', or ''Arbit'' (, ), is a Jewish prayer service held in the evening or at night. It consists primarily of the evening '' Shema'' and ''Amidah''. The service will often begin with two ...
", where he also started working as a cartoonist and journalist. Later, his cartoons were also published abroad, including in "
The New Yorker ''The New Yorker'' is an American magazine featuring journalism, commentary, criticism, essays, fiction, satire, cartoons, and poetry. It was founded on February 21, 1925, by Harold Ross and his wife Jane Grant, a reporter for ''The New York T ...
" (1995). In 1990, Amichay started his journey in the world of advertising as a creative director at the "Warshavsky Froehlich Dover/Grey" advertising agency. In May 1994 he joined Rami Shalmor and Shlomi Avnon as a partner and they turned into the "Shalmor Avnon Amichay" agency, where he served as joint CEO and Chief Creative Officer. Later, the agency joined the international Young & Rubicam network. From July 2011, the company's founders, Rami Shalmor, Shlomi Avnon and Gideon Amichay, became active chairmen. Amichay gave many lectures in Israel, including in
Tel Aviv University Tel Aviv University (TAU) is a Public university, public research university in Tel Aviv, Israel. With over 30,000 students, it is the largest university in the country. Located in northwest Tel Aviv, the university is the center of teaching and ...
, IDC Herzliya,
Hebrew University The Hebrew University of Jerusalem (HUJI; ) is an Israeli public research university based in Jerusalem. Co-founded by Albert Einstein and Chaim Weizmann in July 1918, the public university officially opened on 1 April 1925. It is the second-ol ...
, Betzalel Art Academy, The Neri Bloomfield School, and Shenkar College. Some of Amichay's lectures were broadcast live on Israel's Channel 2 website. Amichay was also invited to be a
keynote A keynote in public speaking is a talk that establishes a main underlying theme. In corporate or commercial settings, greater importance is attached to the delivery of a keynote speech or keynote address. The keynote establishes the framework fo ...
speaker abroad, including in
Eurobest The Eurobest Festival of Creativity (formerly the European Advertising Festival) is an annual event which celebrates and rewards "creative excellence" in creative communications, advertising and related fields in Europe. The first Festival took ...
(2009), New York Festivals (2010), in
Shanghai Shanghai, Shanghainese: , Standard Chinese pronunciation: is a direct-administered municipality and the most populous urban area in China. The city is located on the Chinese shoreline on the southern estuary of the Yangtze River, with the ...
, in Cannes Lions Festival (2011), in The School of Visual Arts, in Berlin School of Creative Leadership (2018) and in the Israel Marketing Association convention (2021). Amichay was a committee member for the and, together with Ze'ev Ravid, they led the museum's branding campaign. Amichay was a member of the Young & Rubicam creative board for 10 years. On September 11, 2011, Amichay has partnered with Aniboom and initiated a project to honor the upcoming 10th anniversary of
September 11 attacks The September 11 attacks, also known as 9/11, were four coordinated Islamist terrorist suicide attacks by al-Qaeda against the United States in 2001. Nineteen terrorists hijacked four commercial airliners, crashing the first two into ...
by bringing together animators from all over the world. Amichay envisioned that each participant would create a short animation inspired by the title: 9/11. It had been ten years. One of the videos was made by Amichay himself. In 2011, Amichay published his first book in
Hebrew Hebrew (; ''ʿÎbrit'') is a Northwest Semitic languages, Northwest Semitic language within the Afroasiatic languages, Afroasiatic language family. A regional dialect of the Canaanite languages, it was natively spoken by the Israelites and ...
– "לא, לא, לא, לא, לא, לא, לא, כן" that translate to: "No, No, No, No, No, No, No, Yes", The English edition – "No, No, No, No, No, Yes. Insights From a Creative Journey" was published in the US in January 2014. The book can be found at the
MoMA The Museum of Modern Art (MoMA) is an art museum located in Midtown Manhattan, New York City, on 53rd Street (Manhattan), 53rd Street between Fifth Avenue, Fifth and Sixth Avenues. MoMA's collection spans the late 19th century to the present, a ...
store in New York as well as other venues. In 2016 he published his second book in Hebrew – "נו, נו, נו, נו, נו, נו, נו, יס" – A Creative Journey in New York. In 2021 Amichay published his third book "אלף בית של גימל" ("Alef bet shel Gimel") – a creative journey in the stations of life. The book was printed and published in Hebrew with two different covers. In December 2012 Amichay gave a talk as a part of TEDx Jerusalem bearing the same name ("No, No, No, No, No, No, No, Yes") In 2013 he founded No, No, No, No, No, Yes, a creative boutique in New York and later moved its office into Tel Aviv. Among its clients are Lion Brand Yarns DOGTV, Mercedes-Benz Israel, Hyundai Israel, and others. In July 2013 the company created a content project for the Hebrew Wikipedia 10th anniversary, in cooperation with the Hebrew Wikipedia and Channel 2 news –
Israeli News Company Hevrat HaHadashot () is one of the three major brands of Israeli television news programmes. Produced for Keshet 12 by Keshet Media Group subsidiary Israel Television News Company (), Hadashot 12 (). Its flagship evening news bulletin is br ...
. In 2016 the agency created The Cyber Horse for The Blavatnik Interdisciplinary Cyber Research Center (ICRC) –
Tel Aviv University Tel Aviv University (TAU) is a Public university, public research university in Tel Aviv, Israel. With over 30,000 students, it is the largest university in the country. Located in northwest Tel Aviv, the university is the center of teaching and ...
. The Cyber Horse is a piece of work created with thousands of infected computer and cell phone components. It illustrates the increasing use of malware in making cyberspace a hostile environment. It was created in order to prompt national and international awareness of the dangers of cyber-attacks. The project earned impressions around the world such as CBS NEWS, The Times UK, The Economist, The Telegraph, Le Monde, Der Spiegel)


Awards and achievements

In his position of Chief Creative Officer at Shalmor Avnon Amichay, Amichay led the agency to win many awards, including: * 19 Cannes Lions awards, the largest number of Cannes Lions awards for an Israeli agency (up to 2012). * An internet campaign for Danone Strauss, which achieved a record number of votes- approximately 10,000,000, for a campaign voting for the pictures shown on yogurt cups. * Archive magazine granted the main interview to Amichay in a 2011 edition (11-1). * The agency won the One Show Silver Pencil Award for the Israel Aids Task Force "Get Tested Project" and is the only Israeli agency that won it (up to 2011). * The UN granted a special award to the agency for the Israel Aids Task Force SDIA project (2010). * The agency was awarded the title of agency of the year in the Young and Rubicam worldwide agency (from 184 agencies) and won the Jewel Award. * The agency won 2nd Media Agency of the Year at the Cannes Lions Festival (2009) * The agency won the Grand Prix in London International Awards (LIA) (2009) for the radio campaign for the Israel Aids Task Force. * The agency won the Grand Prix in the New York Festival (1999) for the radio campaign encouraging advertising through the radio. * The agency won the Gold
Clio In Greek mythology, Clio ( , ; ), also spelled Kleio, Сleio, or Cleo, is the muse of history, or in a few mythological accounts, the muse of lyre-playing. Etymology Clio's name is derived from the Greek root κλέω/κλείω (meaning ...
twice, for "Internet Shutdown Project" (2008), and the Israel Aids Task Force's SDIA Project (2010), the agency is the only Israeli agency that won this award (up to 2011). * The agency won the Grand Prix in the Golden Drum competition, for the Israel
Aids The HIV, human immunodeficiency virus (HIV) is a retrovirus that attacks the immune system. Without treatment, it can lead to a spectrum of conditions including acquired immunodeficiency syndrome (AIDS). It is a Preventive healthcare, pr ...
Task Force SDIA project. * During 2008, the Israeli Marketing Association granted Amichay the title of "Marketing man of the month" in Israel for excellence in marketing Israeli advertising worldwide * Under his leadership, the Agency won "Agency of the year" many times (2000, 2003, 2005, 2006, and 2007). * The agency won 20 Effie Awards including a Platinum (2005) & a Grand Effie(2006). * The first ever Grand Prix at PIAF was awarded to the Get Tested Project.(2011)


Jury member

* Cannes Lions (Direct Lions Jury President)
012 012 may refer to: * Tyrrell 012, a Formula One racing car * The dialing code for Pretoria Pretoria ( ; ) is the Capital of South Africa, administrative capital of South Africa, serving as the seat of the Executive (government), executive br ...
* Cresta (Grand Jury President) * AdPrint * Clio. * Eurobest. * New York Festival. * Creative Heads.


References


External links


Gideon Amichay's blog

Gideon Amichay's – at the Creative Heads competition

Gideon Amichay's "speech from the crowd" at Cannes Lions 2012 Ceremony – the Direct Lions Jury President speech.

Gideon Amichay, The Modern Consumer, an article in the weekly Campaign Magazine

an interview for BestAdsOnTV.com
during Cannes Festival 2011 {{DEFAULTSORT:Amichay, Gideon 1963 births Bezalel Academy of Arts and Design alumni Israeli advertising executives Israeli editorial cartoonists Israeli male writers Jewish Israeli artists Living people People from Holon