Photo: Nissim Harosh Snap7000 Photography "I worked for many years in marketing and production for large companies, but October 7 changed everything". This is how entrepreneur Noa Lavyud, only 26, begins her story, one of the people behind the Israel tech week in Miami, the city rapidly transforming into America's new Silicon Valley.
After a difficult period during which her home in Ashkelon was hit by rockets from Gaza, and after losing many friends at the "Nova" Festival, she decided to move to Australia and fulfill the dreams that many, unfortunately, will no longer be able to pursue.
"I was in a tough situation and it was a decision between falling or taking inspiration and realizing my dreams". Laviud opened a marketing and production agency in Australia.
Why there?
"I wanted to purchase a ticket to the farthest place I could find and discovered business opportunities there. I brought all the Israeli innovation and grit. I did some pop-up productions and influencer events, but at the same time, I experienced very severe antisemitism. This made me think twice about whether I wanted to develop my business there".
Photo: ISRTWWhat brought you to Miami?
"I was told that the Israeli and Jewish community here is strong and pro-Israel. When I moved, I realized how important it is to maintain my identity. When I said I was Israeli in Australia, doors were closed to me or I was subjected to shaming. When I arrived here, I understood that I was not willing to give up my identity. It is my pride".
Noa did not settle for strengthening Israeli identity but also passed that spirit along by working collaboratively with Stand With Us and on advocacy missions of the Jewish Agency at colleges in the United States. "The current state is that I say first and foremost that I am Israeli, and it does not harm my work at all. Quite the opposite. I've worked with Steve Madden and now with the Israeli high-tech week. This is one of the amazing productions we have done here".
Tell us about your company.
"The meaning of the name of my company, It’s Sassy, is 'It's audacious'. The Israeli grit makes marketing campaigns bolder, more innovative, and more prominent, and that is the beauty and pride I have in bringing my Israeli identity to the forefront. The company is built on a Gen-Z team that understands innovation and specializes in 'experiential marketing'. We strongly believe that the new generation is drowning in the spam of social networks, and we believe in marketing that physically engages the target audience through experiences. Campaigns in open spaces, advertisements in video games, and more. The goal is to make the customer a brand ambassador, with an innovative team led by my partner Roee Azoulay and me, along with other employees".
What is your dream?
"To show how much we all need to understand marketing. Ultimately, anyone can touch people through marketing. We need to understand that even Israeli advocacy is marketing. Marketing is present in business, everywhere. Everything is marketing".
Photo: ISRTW