Excited to share a deeply touching and insightful episode from the ADOTAT Show with you all today. I had the privilege of interviewing Doron Wesly, Chief Commercial Officer at Funtico, in what turned out to be a poignant moment in time. Recorded while Doron was at the hospital, supporting his beloved wife Amy during her cancer treatments, this conversation delves into the intersection of personal struggle and professional resilience. Tragically, Amy passed shortly after our discussion, and it is with respect to Doron’s strength and Amy’s memory that we share this episode.
Strap in for a no-holds-barred ride through the world of Doron Wesly, the ad tech whiz who’s made a career out of turning digital dust into dollars. As the Chief Commercial Officer of Funtico, Wesly is the mastermind turning the gears behind their leap into the chaotic playground of Web3 gaming. We’ll trace his steps from the startup hustle on Tel Aviv’s Ben Yehuda Street, through the corporate skyscrapers of New York, right to the cutting edge of blockchain brawls. It’s a saga of smart moves, serendipitous stumbles, and the sort of tech wizardry that makes you wonder if there’s a sprinkle of magic in the mix.
Expect a narrative peppered with sharp wit and biting insights: We’re not just peeling back the layers on Doron’s career; we’re slicing through the hype to reveal what makes this industry maverick truly tick. From his first audacious steps in the digital realm to his current gambit in gaming’s new frontier, get ready to meet the man who’s as pragmatic as he is visionary, navigating the high seas of ad tech with the finesse of a pirate king. Settle in; this is going to be anything but a typical tech tale.
Doron Wesly’s career reads like a treasure map for the digital age, with ‘X’ marks from Hotbar to Funtico highlighting his stops along the way. It all began in the tech-tangled streets of Tel Aviv, where startups sprouted like weeds and Wesly first cut his teeth. He wasn’t just riding the tech wave; he was making the waves, turning a nascent Hotbar into a name known across the ad world. But Israel was just the prologue. The real story began when he took a bite out of the Big Apple, diving headfirst into New York’s ad tech scene, where he expanded his network and refined his knack for turning theoretical tech into hard-hitting ads.
But why stop at ads? Wesly’s leap into Funtico’s chaotic cauldron of Web3 gaming is like watching a seasoned surfer tackle a tsunami. Funtico isn’t just another notch on his belt; it’s the culmination of all his past exploits, a bold foray into the untamed wilds of blockchain and digital derring-do. Here, he’s not just playing the game—he’s aiming to redefine it, bringing a dash of old-school ad acumen to the new-school tech arena. As we follow Wesly’s trail from ad tech’s old guard to its new frontier, it’s clear he’s not just surviving the digital jungle; he’s crafting his own laws of the land.
Doron Wesly isn’t just another tech-savvy executive; he’s a concocter of the secret sauce that merges the mystical arts of technology and creativity. What’s his recipe? A blend of sharp, pragmatic Dutch thinking with the bold, boundary-pushing spirit of an Israeli innovator. Wesly harnesses this unique mix to craft advertising campaigns that don’t just speak to the audience—they shout, cajole, and captivate. But don’t be fooled into thinking his method is shrouded in impenetrable mystery. According to Wesly, the magic is replicable, and he’s more than willing to share his playbook. It’s less about possessing a rare wand and more about how you wave it.
As we dissect the layers of Wesly’s approach, it becomes clear that his success formula is not reliant on some arcane knowledge or exclusive wizardry. Instead, he advocates for a crystalline clarity in messaging and an aggressive pragmatism that slices through today’s noisy ad landscape like a scalpel. Whether it’s transforming the digital dust of ad tech into solid gold or steering a new course in the stormy seas of Web3, Wesly’s blend of creativity and technology is not just about making ads but making waves that shift the entire industry paradigm.
Diving into Doron Wesly’s career is akin to strapping in for a rollercoaster that twists through the high peaks and sudden drops of the ad tech world. From his early days navigating the tech surge in Israel to his strategic maneuvers within New York’s advertising ecosystem, each chapter has been laced with its own brand of thrills. The journey from Hotbar to Perksy and beyond wasn’t just a career path; it was an adrenaline-pumping ride through the ever-evolving landscape of digital advertising, marked by serendipitous victories and nail-biting challenges.
Wesly’s tale is peppered with moments of both sheer genius and stark madness. Take, for example, his innovative traffic exchange strategies that predated mainstream methods, or his pioneering forays into crisis media that set new standards within the industry. These weren’t just successes; they were game changers. But with high stakes come high risks, and Wesly has had his share of facepalm moments—like betting big on digital strategies that were ahead of their time, only to watch them falter under less visionary eyes. Through it all, Wesly has not only survived the wild ride but also mapped out new routes for those daring enough to follow.
If you think advertising technology is as predictable as a recycled sitcom plot, Doron Wesly is the guy rewriting the script. In an industry where innovation often succumbs to the rinse-and-repeat cycle of tried and tested formulas, Wesly keeps the creative spark alive with the cunning use of something as unassuming as Baba Ghanoush. It’s not about having a muse on speed dial; it’s about stirring the pot of creativity with unconventional ingredients and bold flavors that challenge the palate of the ad world.
For Wesly, the secret to staying innovative doesn’t lie in elusive inspirations but in everyday interactions and the relentless pursuit of the ‘what if’. Whether tweaking a campaign to resonate better with its audience or overhauling a dated strategy with cutting-edge tech, his approach is about mixing the right amounts of audacity and pragmatism. It’s about seeing the potential for a plot twist in every plotline and spinning the mundane into something spectacularly engaging. This creative alchemy not only keeps his work fresh but also pushes the entire industry towards uncharted territories, proving that even the most predictable narratives have room for a surprise twist.
Doron Wesly, as the Chief Commercial Officer of Funtico, is not merely participating in the burgeoning Web3 revolution; he’s at the forefront, leading a bold charge. Under his guidance, Funtico has unfurled its banner high in the Web3 gaming arena with a declaration of “Ultimate Rewards.” This move isn’t just another line item on the corporate strategy—it’s a calculated invasion into a landscape ripe with both immense potential and significant risks. Wesly’s strategic acumen, honed through years in ad tech, combines with a pioneer’s spirit to position Funtico as a powerhouse in this new, volatile frontier.
The strategy behind Funtico’s entry into Web3 gaming mirrors Wesly’s well-known blend of audacity and precision. The firm is set to introduce a gaming ecosystem that simplifies the complexities associated with blockchain technologies. By developing user-friendly interfaces and reducing the technical barriers, Funtico aims to attract a broad audience, making the entry into blockchain gaming as seamless as playing traditional video games. This initiative is designed to extend beyond the niche blockchain enthusiast community and appeal to a global audience of casual gamers and curious novices alike.
Central to Funtico’s approach is the creation of a robust platform where technology enhances usability. Wesly envisions a world where engaging in Web3 gaming is as intuitive as navigating through a smartphone app. This platform will not only host games but will also foster a community where players feel empowered by the blockchain’s capabilities without being overwhelmed by its intricacies. By doing so, Funtico plans to democratize access to Web3 gaming, making it a mainstream leisure activity comparable to console gaming.
Beyond simplifying play, Funtico is determined to revolutionize how rewards are earned and managed in the gaming space. The introduction of skill-based gaming within the Web3 framework allows players to earn tangible rewards based on their gaming prowess. This meritocratic system reflects Wesly’s belief in fair reward for skill and effort—a principle that stands at the core of Funtico’s mission. Here, each player’s success is not left to chance but is a direct result of their strategic thinking and gaming skills, all backed by secure blockchain technology.
In the labyrinth of global advertising, navigating the cultural nuances of diverse markets is as much an art as it is a science. Doron Wesly, with his vast experience spanning continents, understands this better than most. His career has seen him adapt strategies to resonate across cultural divides, ensuring messages hit the mark from North Africa to the APAC skyscrapers without a misstep. However, even the most seasoned navigator can encounter turbulent waters, and Wesly’s journey is no exception.
One of Wesly’s key strategies has been his commitment to understanding the underlying cultural currents of each market. This approach has enabled him to tailor campaigns that are not only effective but also respectful and engaging to local audiences. For instance, in India, a campaign initially stumbled when it failed to appreciate the dual mobile phone usage prevalent among its target audience. By pivoting the campaign to address this unique local behavior, Wesly turned a potential faux pas into a triumph of market-specific adaptation.
Moreover, Wesly’s experiences in Russia highlight the challenges of translating Western marketing concepts into different cultural contexts. There, traditional Western tactics using sex appeal met with cold reception. Wesly’s quick thinking redirected the campaign to leverage local celebrity influencers, thus aligning the campaign more closely with Russian sensibilities and turning a likely disaster into a notable success.
Through these experiences, Wesly has learned the importance of empathy and flexibility in advertising. His ability to “read the room”—whether that room is in Seoul, Moscow, or Mumbai—has been crucial. He emphasizes the need for advertisers to not only translate their messages into the local language but to imbue them with cultural relevance, transforming standard advertising into something that feels bespoke and personal for each audience.
Wesly’s approach to cross-cultural advertising is a delicate balance of bold innovation and meticulous cultural sensitivity. By embracing local traditions and values, he navigates the global marketplace not just with ambition, but with a profound respect for the diverse audiences he serves. His successes and occasional setbacks provide a roadmap for others in the industry, illustrating that understanding and respecting cultural differences are key to global advertising triumphs.
Navigating the global ad market is no stroll through Central Park; it’s more like a mad dash across Times Square at rush hour—chaotic, loud, and fraught with perilous missteps. Doron Wesly, globe-trotter and ad tech aficionado, knows this dance all too well. He’s tweaked campaigns from the souks of North Africa to the high-tech hubs of APAC, dodging cultural faux pas with the agility of a street-smart New Yorker. His approach? Deep dives into local cultures, a healthy dose of empathy, and a knack for turning cultural puzzles into marketing masterpieces.
Take his stint in India, where a mobile ad campaign almost flopped because it ignored the local trend of using dual SIM cards. Wesly’s quick pivot to tailor the message not only saved the campaign but also doubled its effectiveness overnight. Then there was Russia, where using Western-style sex appeal to sell products fizzled faster than a wet firework. Wesly’s fix? Swapping in local celebrities to star in the ads, a move that resonated well with Russian consumers and restored the campaign’s sizzle.
What makes Wesly’s method standout isn’t just his ability to sidestep blunders but his eagerness to embrace each market’s unique flavor. Whether it’s adjusting to the modesty preferences in the Middle East or tapping into K-pop fandom in South Korea, Wesly’s campaigns are as varied as the locales they target. His secret weapon? A deep-seated respect for his audience’s culture and customs, paired with an irreverent willingness to flip the script when necessary.
In Japan, where conformity often trumps individuality, Wesly launched a campaign that celebrated personal achievement without isolating the community, striking a delicate balance that boosted both sales and local brand perception. And in the ultra-competitive markets of the United States, he’s managed to keep his campaigns fresh and culturally attuned without resorting to the clichéd melting pot approach.
Each campaign Wesly crafts is a testament to his belief that understanding a culture’s nuances can spell the difference between a marketing triumph and a textbook case of what not to do. His global marketing escapades offer a masterclass in how to respect, integrate, and capitalize on cultural differences, turning potential barriers into launchpads for success.
Let’s get real: when Doron Wesly talks about the future of Web3 gaming, he’s not just spitballing pie-in-the-sky fantasies. He’s practically drafting a blueprint for the next digital gold rush, with Funtico poised to stake its claim. Under Wesly’s leadership, Funtico is diving headlong into the chaotic, promise-filled world of blockchain like a tech-savvy cowboy at a rodeo. The plan? To not only participate in the Web3 uproar but to turn it into a spectator sport where everyone gets a piece of the action.
Wesly’s vision for Web3 is anything but modest. He’s betting big on blockchain’s ability to revolutionize gaming, predicting it will morph from a niche hobby for crypto-geeks into a mainstream pastime as ubiquitous as binge-watching Netflix. Imagine a world where gamers don’t just play games but own part of the game itself—creating, trading, and capitalizing on assets in ways that blur the lines between playing and investing. Wesly sees this not just as a possibility but as the inevitable next step in the evolution of digital entertainment.
But it’s not all smooth sailing. Wesly is acutely aware of the hype and hyperbole that often surrounds new tech like Web3. He’s navigating these waters with a mix of cautious optimism and bold innovation, ready to pivot or double down as the market evolves. This approach isn’t just smart; it’s necessary in a landscape where buzzwords often drown out substance.
Let’s wrap this up with a bow—or maybe a mic drop. Doron Wesly isn’t just playing in the global ad sandbox; he’s the kid building castles with a bulldozer. From the digital streets of Tel Aviv to the boardrooms of New York, Wesly has danced through the ad tech world with the finesse of a Broadway star in sneakers—flashy, a bit irreverent, but always on point. His journey through the chaotic realms of Web3 and the multicultural mazes of global advertising hasn’t just been about keeping pace; it’s been about setting the pace, and sometimes, breaking the mold.
Wesly’s approach to the ever-evolving advertising game is a blend of bold innovation and street-smart strategy. He treats each campaign like a chess match, thinking several moves ahead and always ready to adapt his strategy to the shifting dynamics of the global market. Whether it’s turning potential cultural faux pas into wins or navigating the new frontiers of Web3 gaming, Wesly plays to win—not just for the immediate jackpot but for the long-term legacy.
As we look to the future, it’s clear that the tracks Wesly is laying down in the realms of ad tech and Web3 are paving the way for a new era of digital engagement. His moves are bold, sometimes brash, but undeniably brilliant. The ad world is often a game of follow the leader, and in this game, Wesly is the one at the front of the pack, torch in hand, lighting the way. Whether you’re a fan of his methods or a skeptic of his madness, one thing is undeniable: the ad tech landscape is a lot more interesting with Doron Wesly in it. So here’s to the wizard of Web3 and the sultan of strategy—may his next gambit be as game-changing as his last.
