Hasta La Creative!

Back in January, we shared Gideon Amichay‘s TEDx talk entitled “No, No, No, No, No, Yes” (see it again if you wish after the jump). Now, Adichay has an upcoming book based on the talk, with same title in tow.

Amichay’s book begins by talking about the new pair of Adidas sneakers his father refused him as a child, buying instead a cheaper, no-name brand. He identifies this moment as the beginning of his “endless will to move up and work hard.” He goes on to document the many rejection letters he received from the The New Yorker as a young aspiring cartoonist. For a period, Amichay would submit to The New Yorker every Wednesday, and receive a rejection letter every Friday. Gradually, the notes on the rejection letter became more positive, urging him to “Keep trying.” Eventually the cartoon editor kept one of Amichay’s sketches. Although it was later returned, the editor later held two sketches. One day, The New Yorker finally decided to buy one of Amichay’s sketches.

Amichay’s book is really about the importance of hearing “no,” something often forgotten in the era of instant gratification. “No” doesn’t have to be spirit-breaking, “No usually comes with a comma,” Amichay says. He makes a point of distinguishing between the automatic “no” that comes from fear of the unknown, the skeptics, those who would like to play it safe, and the constructive “no” that makes you reconsider an idea or take a new direction. He urges his readers to develop their personal relationship with the word. Amichay explores all the times you’ll hear “no” in advertising: from creative collaborators, from bosses, from clients. Behind the “no” schtick is a great look at Amichay’s career in advertising and some of the interesting campaigns he’s been involved with, from the beginning of his career at Grey Tel Aviv up until his 2010 resignation after spending nearly two decades as CCO/joint managing partner of Shalmor Avnon Amichay Y&R.

Not surprisingly, the conversational writing is accompanied by some of Amichay’s drawings. These drawings are perhaps the highlight of the book, as while Amichay’s easygoing, conversational writing style is commendable, sketching is his true talent. The book is a pleasant, easy read, and you could do a lot worse if looking for an inspirational text, especially one dealing with advertising. No, No, No, No, No, Yes will be released on Jan. 15, 2014 in hardcover format.

continued…

New Career Opportunities Daily: The best jobs in media.

“7 calories that burn easily.”

Advertising Agency: Yehoshua \ TBWA, Tel Aviv, Israel
Chief Creative Officer: Amit Stoler
Creative Director: Koren Waise
Copywriters: Nava Ben Moshe, Lior Cohen
Art Directors: Dinat Zisner Katz, Yiftach Ambar
Photoshop: Assaf Masud
Executive Client Director: Erez Barkatz
Account Manager : Shani Lurie & Tom Erlich
Strategic Planner: Tomer Cohen

“Give every child with cancer a fight chance.”

Advertising Agency: adam&eveDDB, London, United Kingdom
Creative Director. Rob Messeter, Mike Crowe
Creatives: Natasha Lyons, Dan Lacey
Business Director: Charlie Elliott
Account Director: Flemming Lerche
Agency Producer: Katie Wellbelove
Retoucher: Dan Jackson, Stanleys Post

“Always keep a safe distance. ”

Advertising Agency: Draftfcb, Johannesburg, South Africa
Chief Creative Officer: Brett Morris
Creative Director: Axel Schilling, Sergio Penzo, Tian Van den Heever
Art Director: Axel Schilling
Copywriter: Sergio Penzo
Photographer: Frithjof Ohm & Pretzsch
Postproduction & CGI: Bespoke Images
Executive Business Director: Mike Di Terlizzi
Designer: Marita Locmele

Advertising Agency: TBWA, Madrid, Spain
Creative Director: Juan Sanchez, Guillermo Gines,Montse Pastor
Copywriter: Inmaculada Jimenez
Art Director: Carmen Corpas
Agency Producer: Nuria Mazario

The brief: The Economist is well known in the UK. In Germany it has an awareness of 2%. We needed to change this.

The idea: We know potential readers love reading, so we gave them something to read. Our idea: a campaign bringing media, creative and the board of editors of The Economist working as one. We focused on Berlin.
We asked our media partner to map out the locations where we could find our potential readers. The media became the brief for the editors to find a topic and write the articles to create a smart match with each media type,

The solution: We turned media space into reading space. Giving Berliners a fresh view and a taste of what The Economist is about. The campaign got Berlin reading… and talking. Awareness went up to 12%. We even got a complement form the editor in chief Wolfgang Blau of the biggest local competitor, Die Zeit. He just needed 109 characters. Germany is now aware of The Economist.

Advertising Agency: FHV BBDO, Netherlands
Copywriter: Paul Falla, Mark Muller
Art Director: Bas De Graaf, Martin Cornelissen
Account Supervisor: Iain Howe
Planner: Arnd-Jan Gulmans

“Damn good whites.”

Advertising Agency: Noah’s Ark, Lagos, Nigeria
Creative Director: Abolaji Alausa
Art Director: Tolulope Bamgbose
Copywriter: Tobi Williams
Illustrator: Tolulope Bamgbose
Executive Creative Director: Lanre Adisa
Associate Creative Director: Yemi Arawore
Head of Design: Ariyo Bamidele

“A sedentary lifestyle kills like any disease.
Change your life for your own life.”

Advertising Agency: ATHOS\TBWA, Santa Cruz, Bolivia
Art Director: Fernando Fernandes
Copywriter: Alicia Sardán

Advertising Agency: Tazefikir, Turkey
Creative Director: Ça?lar Gözüaç?k
Copywriter: Melike Çevik
Art Director: Sad?k Sakin

Advertising Agency: Leo Burnett, Frankfurt, Germany
Creative Director: Hans-Juergen Kaemmerer
Copywriter: Benjamin Merkel
Art Director: Hugo Moura, Hans-Juergen Kaemmerer
Photographer: Getty Images
Agency Producer: Dennis Ax, Gabi Dingeldein
Illustrator: Jack Moik
Chief Creative Officer: Andreas Pauli
Artbuyer: Sabine Patze