Shlomo Genchin

tl;dr: I make fun ads for B2B tech and share what I learn along the way. 
DM or email for collabs: Shlomo@thecreativemarketer.net 
Now, here’s how my story…

Hey! I’m Shlomo. I live in Tel Aviv with my girlfriend, Michal :)

I like surfing, reading, and coming up with stupid memes and puns.

That’s why I decided to become a copywriter.

I didn’t really know how to learn copywriting, so I googled “the best copywriting school in the world,” signed up, and moved to Berlin.

After graduating, I worked at some of the world’s largest ad agencies in Europe, making ads for brands like Burger King, Coke, and Michelin.

One day, I got a call from a VC firm called Ground Up. I didn’t really know what Venture Capital meant, but it sounded cool, so I said yes. My new job was helping our 50 portfolio companies with their content and ads.

So I started testing the creative techniques I’d learned during my agency days with our B2B startups. 

The results were amazing – more clicks, more leads, more users.

Turns out B2B ads can be fun AND effective.

Since then, I’ve:

• Made ads for Semrush, AppsFlyer, Siemens, and dozens of startups.

• Given talks and workshops at companies like Monday.com, Amdocs, Artlist, and Lemonade.

• Sold 300+ copies of my course Boring Products, Fun Ads.

• Shared my free techniques and tools with 50k+ LinkedIn followers and 12k+ newsletter readers.

If you wanna collab or just chat about surfing, Ashtanga yoga, books, creativity, or anything else, drop me a line: Shlomo@thecreativemarketer.net :)

Head of Creative

Ground Up is a VC firm. I use creative marketing to: 
• Help our 45+ early-stage startups grow their brands and revenue.
• Create content and promote the fund.

“But does it have legs?”

My first teacher at Miami Ad School, Yigit, taught me that most ad ideas are just one-offs.

They only have one headline. One visual. One execution.
So even if the ad is great, its impact is... pretty limited.

Concept ads are different.

• They're scalable: One execution can turn into five.

• They’re fluid: A static ad can turn into a video, a tweet, or even a PR stunt.

• They’re contagious: Instead of looking for flaws, clients suggest more angles.

Here’s one of my favorite ad concepts ever:
It definitely has legs :)

I make B2B ads | Check out my course Boring Products, Fun Ads: loved by 400+ marketers from companies like Semrush, Apple, and Hubspot | Okayish surfer 🏄‍♂️

Ad hooks used to feel like a mystical thing everyone said I needed, but nobody really explained how to create one.

So I spent the past few weeks rewatching my favorite SaaS ads to find what really makes a great visual hook.

I found these 8 archetypes:

1. Setting: Pick an unexpected place or time. (e.g., LinkedIn)

2. Scale: Make your subject tiny, huge, or multiplied. (e.g., Mailchimp)

(*I learned this one from my friend Alex Garcia. 
Highly recommend following him.)

3. Familiarity: Use famous or nostalgic elements. (e.g., Monday)

4. Object: Focus on a unique object or prop. (e.g., Cake)

5. Character: Cast animals, aliens, or unique actors. (e.g., Miro)

6. Beauty: Show beautiful people, places, or designs. (e.g., Air)

7. Movement: Add eye-catching motion or visual effects. (e.g., Hootsuite)

8. Angle: Shoot from a unique angle or point of view. (e.g., QuickBooks)

And in tomorrow’s newsletter, I’m sharing my full visual hook gallery with 24 examples from top tech companies.

You know where to join :)

Interplan International Corp. (Former Uniplan Taiwan)

While focusing now on larger scale projects and mega event projects as a creative director, I have also been asked to build a brand new motion graphics department: recruiting talents, creating an internal production process and implementing painlessly this new service and process in Interplan's existing project workflow.

Creative Director + Motion Graphics Department Lead

Uniplan

CLIENTS servis : Asus, Acer, EVA air, China Airlines, Micron, FarEast Tone, HTC, Yahoo!, Bosch...

Creative Director

Senior Creative Instructor

A Plan B

Organizing, scheduling, planning, coordinating projects related to the communication industry. Process oriented and customer-satisfaction focused.

--- ROLES:
✔ Cross-border Project Manager
✔ Organic & Mechanic Resources Coordinator
✔ Skilled Service Providers Connector
✔ Communication Strategies Elaborator
✔ Creative Director
✔ Art Director
✔ Copywriter (french)
✔ QC Operator

Founder

GURIAN 3D

--- ROLES:
✔ Orchestrate the production of online communication media
✔ Plan and schedule social network communication
✔ Optimize Online visibility

Consultant: Head of Communications / Art & Creative Director

CRAZYFETE

-- ROLE:
✔ In charge of planning and supervising the production of all communication media (print & web)

Contractor: Art Director / Creative Director

Freelancer Graphic Designer

Freedom was the keyword. Working where you want, when you want, for the projects you want.

Achieved countless solo-realizations and took part in numerous larger-scale projects.
Always earned a living without any need for branding myself, words of mouth have been enough to keep me busy during all those years.

I decided to stop designing when I realized that I was taking more pleasure and having more fun in organizing projects and dealing with customers than in producing visual content... And also that I was better at managing projects, finding communication ideas and judging other designers' works than at bringing my own concepts to visual life.

Graphic Designer  ◊  Front-end Web Designer  ◊  Illustrator

Solo or on a team, I design strategies, stories, animations and visuals to spice up corporations’ and institutions’ marcomm.
Print, web, digital, experiential, corporate: you name it, let’s do it!

A swiss army knife communicator and visual artist, I alleviate pain-points, solve problems and deliver creative solutions. Fast. In style.

While I started as a freelancer then upgraded to entrepreneur, I had the opportunity to join Interplan TW in 2015, a leader in the live communication industry in Taiwan. Soon enough I got promoted as Creative Director. Later on I got more involved into the company's internal communication: brand management, events planning, marketing.

I am now back in France, looking for a company that sees the benefit they could get from my multi-cultural and cross-competences experience.

With nearly two decades of experience in the communication industry and 
13 years of experience in managerial creative positions, I am confident I will help your business reach the next level.

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