About
BUILT FROM THE
INSIDE OUT.
EFFX is the team behind 8ait OS™ — the AI operating system we built from decades of operating businesses, not from a product roadmap. We know what breaks because we’ve been the ones inside when it broke. We know what scales because we’ve been the ones accountable when it had to.
EFFX is the next chapter. It is built on more than 15 years of work at Eff Creative Group — an agency founded and grown into an Inc. 500 company four consecutive years running, with offices in New York City, Singapore, and Hong Kong, 45+ awards, and a portfolio spanning fintech, healthcare, consumer, beauty, and beyond.
We left that chapter having learned what works, what doesn’t, and where most companies fail — not for lack of ambition, but for lack of architecture. The right structure. The right systems. The right people operating them.
EFFX is our answer to that gap.
The Founders
Toby Hassan-Fishman
Co-Founder
Since 2005, Toby has operated at the intersection of creative vision and business architecture — leading creative, technology, and marketing for brands that earn recognition and drive results. As Chief Creative Officer of Eff Creative Group, she directed work across fintech, healthcare, consumer products, beauty, entertainment, and fashion — not as a vendor, but as the architect of how those brands worked, communicated, and grew.
Her recognition includes two Stevie Woman of the Year awards, a Stevie Creative Executive of the Year, and the PRSA-NY Big Apple Award for Best Global Communications Campaign. She directed the brand strategy for one of India’s largest beauty platforms, led political campaign creative for a Bloomberg Businessweek cover subject, and built international creative operations across Southeast Asia that translated brand identity across cultures.
What distinguishes her is that she approaches creative direction the way an engineer approaches infrastructure — systems first, aesthetics second, measurable outcomes always.
At EFFX, she leads the design of 8ait OS™ and 8ait Marketplace deployments, Turnformation™ engagements, and brand strategy — bringing the same systems-first approach she applied to creative direction at scale.
Doron J. Fetman
Co-Founder
Doron has been building companies and teams from nothing, scaling them through chaos, and navigating the exits since 1998. His career spans industries that didn’t fully exist when he entered them — automated food technology in the early 2000s, digital brand building before agencies understood the internet, and AI-integrated operations before most businesses knew they needed them.
He founded Eff Creative Group in 2013 from a Times Square office and grew it into a 4x Inc. 500 company with operations in New York City, Singapore, and Hong Kong — launching 100+ platforms and digital products for companies across the full spectrum, from startups and entrepreneurs to mid-market privately held companies to publicly traded enterprises.
The throughline across everything Doron has built is operational conviction. At EFFX, he works with leadership teams to identify exactly what needs to change — diagnosing the infrastructure gaps, the product and service misalignments, and the strategic blind spots that are keeping a company from its next level of growth — and building and executing the roadmap to get there, including where intelligent automation and agentic systems can accelerate the path forward.
At EFFX, he leads 8ait OS™ and 8ait Marketplace implementation strategy, business transformation engagements, and leadership / operational advisory — bringing the conviction of an operator who has been accountable for the outcome, not just the recommendation.
Our Clients
♦Certified AI ConsultantsWe work across the full modern AI infrastructure — from foundation models and orchestration layers to workflow automation, creative platforms and business operations tooling.
GLOBAL RECOGNITION
Industries
We are industry agnostic. Our clients have included companies across:
Thoughts, Insights and Bold Takes from the Xperts
Leadership and Culture Breaks at the Top: Why the CEO and Chief People Officer Are Always Accountable
Companies don’t crumble overnight. They slowly decay when the people at the top stop listening, stop living the values they preach, and stop taking accountability for the environment they create.
Doron J. Fetman
Movie Props Collectibles: The Hot Market Capturing Hearts and Wallets
Movie props are having their moment, with record-breaking sales proving that Hollywood magic translates to serious money.
Toby Hassan-Fishman
Why Even Superman Couldn't Market Itself: $400M Later, Christopher Reeve Still Reigns Supreme
No amount of marketing investment or technological advancement can recreate that specific moment in film history when Christopher Reeve made Superman real for an entire generation.
Toby Hassan-Fishman
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