My Blog

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    Building AVIV Vodka: A Decade of Purpose and Partnership

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    A little over a decade ago, I began working on AVIV 613 Vodka. At the time, it wasn’t clear what the journey would look like, but one thing was certain—we weren’t creating just another vodka. This was something different: a product with roots in the land of Israel, shaped by a vision for more than…

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    Jaguar Rebrand: Still Angry, But At Least I’m Not Alone

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    After spending the night tossing and turning over Jaguar’s new branding campaign, I did what any frustrated car lover would do: I dove into the online discussions. What I found didn’t ease my frustration, but it did make me feel less alone. People across automotive forums and social media are echoing my thoughts—this rebrand has…

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    Jaguar: What Was the Brief?!

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    As a creative director—and a long-time Jaguar owner—I can’t help but ask: What was the brief that led to this campaign? Seriously, I’m baffled. Automobile marketing is supposed to do one thing above all else: put the audience in the driver’s seat. It’s meant to let them feel the leather, hear the engine purr, imagine…

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    The Power of “We” in Presenting Creative Work

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    Presenting creative work is a collaborative team effort. Presenting from the “We” approach not only ensures that clients understand the breadth and depth of contributions from the entire team, but also fosters an environment where all members of the team share responsibility, be it for success or failure. Over the years, running agencies and leading…

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