Experience

Windfire

• Renewables & Environment
• 1 - 100 Employee

• Chief Marketing Officer

  • Sep 2013 - Present

  Windfire, more than ten years in development, produces small, powerful, quiet and beautiful wind turbines. Beautiful? Yes... beautiful. We got the Ferrari designers to make them look nice, and boy, do they look nice. (Thanks to Pininfarina, one of the greatest design companies in the world.) Millionaires want to leave their wives for Windfire turbines. Fortunately, they don't have to. The wives like them too. Windfire, more than ten years in development, produces small, powerful, quiet and beautiful wind turbines. Beautiful? Yes... beautiful. We got the Ferrari designers to make them look nice, and boy, do they look nice. (Thanks to Pininfarina, one of the greatest design companies in the world.) Millionaires want to leave their wives for Windfire turbines. Fortunately, they don't have to. The wives like them too.



Woosh Water Systems

• Co-Founder

  • 2009 - Present

  Woosh is a cleantech startup that purifies contaminated water for drinking, using a technology that is 100% environmentally friendly with zero waste. Woosh water is proven to be cleaner than tap water and bottled water. A series of Woosh water stations is being built at selected public locations in Tel Aviv in 2013. Woosh is a cleantech startup that purifies contaminated water for drinking, using a technology that is 100% environmentally friendly with zero waste. Woosh water is proven to be cleaner than tap water and bottled water. A series of Woosh water stations is being built at selected public locations in Tel Aviv in 2013.



Saatchi & Saatchi Ideas Academy

• EMEA

• Director of Fun & Games

  • 2005 - Present

  The Ideas Academy is the internal Top Gun school for Saatchi & Saatchi's best talent. Started by John Pallant, EMEA Creative Director, it's been going for seven years and has trained hundreds of great creatives, planners and account handlers including Luca & Luca from Italy, who were something of a sensation at Cannes. It's magic. So far the Ideas Academy has produced a number of popular and award-winning campaigns. Most of them are international - which means you either need to have characters holding coffee cups in front of their mouths when they speak, so you can dub over in fifteen languages without looking like a bad kung fu movie, or you need to have a really good creative idea. Here's a piece about it from Little Black Book. I'm the guy on the far left, John is the guy on the far right. The magic is the stuff in the middle. http://lbbonline.com/news/saatchi-saatchis-ideas-academy/ Show less



MC Forum

• Tel Aviv, Israel

• Creative Director (Training Content)

  • 2011 - Mar 2013

  MC Forum is a Israeli marketing training centre, with more than 500 members from Israel's hi-tech and B2B companies. The Forum operates online and offline, with regular conferences, workshops, seminars and parties. Its default working languages are English and Hebrew. It was founded by Bat-Chen Grinberg, whom you really ought to meet. batchen@mc-forum.co.il MC Forum's offices are right in the centre of Tel Aviv's startup triangle on Balfour Street, named after the guy who promised one country to two peoples (yeah, problematic). From this inauspicious location we mentor and advise many startups, some of which are highly disruptive to traditional business models. From working with them, I've learned that if your business plan doesn't scare you, it's not good enough. We recently co-produced the Tel Aviv Cities Summit on Urban Innovation, on behalf of the Mayor of Tel Aviv-Yafo: http://citiessummittelaviv.evolero.com/ - have a think about coming to the next one on October 7th 2013. It starts at 9.30am, and there are free cinnamon rolls. Don't be late, it's embarrassing walking into an auditorium five minutes after a big-shot starts talking. Show less



Enos Consulting

• United Kingdom
• Business Consulting and Services
• 1 - 100 Employee

• Co-founder

  • 2009 - 2012

  Enos Consulting, named after a chimpanzee who was shot up into space by NASA, helps organisations to understand where they're shaping the wrong kind of behaviours in their culture, and helps them to put it right. We have offices in London, Stockholm and Tel Aviv. At Enos, we define the concept of corporate culture as "collective behavioural habits", and in the real world these are usually shaped by the popular people and the dominant personalities - not by memos from the CEO instructing everyone to be dynamic, innovative and trustworthy (or whatever collection of adjectives their latest branding consultants have defined for them). As every actor knows, you can't perform an adjective - you can only perform an action. We break corporate culture and management problems down into actions and behaviours, and identify precisely how to extinguish the unwanted behaviours whilst reinforcing the profitable ones. (Hint: It doesn't involve bonuses.) Show less



Naked Apes

• Co-Founder

  • 2004 - 2006

  I set up Naked Apes with Simon Strong as an evolution of the creativity consulting and influence & persuasion training that we used to provide at DecisionPoint. Named after the book that put Desmond Morris on the map, we conducted brainstorms and training courses for a variety of important people in suits. Simon Strong now runs Human Zoo, a consultancy that deals with human behaviour. I won't go into it here, because this profile is all about me, obviously. So ask him yourself. Good luck - he's a busy man.... www.humanzoo.biz Show less



DecisionPoint

• Co-Founder

  • 2001 - 2004

  I left advertising in order to launch a revolutionary new qualitative research service, together with my favourite qual researcher, Simon Vangelder. We provided next-day qualitative research for marketing agencies and marketers and helped many clients to validate pitch work quickly, refine the parameters for major research projects and save a fortune getting a quick and authoritative answer to big questions. Simon Vangelder is now doing something even more exciting. It's called Response Latency, and it will help you to uncover the unconscious reactions that people have towards your marketing messages or whatever you want to present. It'll blow your mind. Ask him about it at vangelder.simon@gmail.com Show less



Abbott Mead Vickers BBDO

• London, United Kingdom

• Strategic Planner

  • 1999 - 2001

  Developed brand strategies for BT, FedEx, Gillette and Microban, including the launch of the mobile internet for BT which became 02; also the Government's Road Safety campaign. Whilst at AMV I started collaborating with Desmond Morris, author of "The Naked Ape", to bring evolutionary psychology into business. I had the privilege at AMV of working with some of the best advertising talent in the world, including Vanella Jackson, who was my boss on Road Safety, and devised the "Think!" strategy that's still being used today. She's now running Hall & Partners (www.hallandpartners.com). Show less



Saatchi & Saatchi

• United Kingdom
• Advertising Services
• 700 & Above Employee

• Strategic Planner

  • 1996 - 1999

  Planner on Visa International, Disney, Hewlett-Packard, Burton's Jammie Dodgers and other brands. Started to use improvisational comedy as a brainstorming tool, inspired by my first improv teacher, the legendary Neil Mullarkey. The people at Saatchi & Saatchi who inspired me and taught me almost everything I know (but only a fraction of what they know) are too numerous to mention. But they include Bob Roscow, Alon Hochdorf, John Rudaizky, Jez Frampton, Rita Clifton, Simon Cole, Sylvia Meli, Stef Tiratelli, Alan Bishop, Mike Solloway, Andy Davies, John Pallant, Dan Ritterband, Jonathan Adler... oh I'll just post up the agency alumni list, it'll be quicker.... Nuff said. Show less