Six months after parting ways with Yad2, advertising agency Reuveni Pridan is taking on its competitor Madlan, the real estate listings site. The budget is estimated at 10 million shekels, and the account will be handled by the agency together with its digital arm, arlo. Reuveni Pridan had managed Yad2 for about eight years and was responsible for choosing Maya Wertheimer as the brand’s spokeswoman in a series of humorous campaigns.
Madlan’s marketing vice president, Guy Barak, said the company wanted a partner with deep knowledge of real estate and found one in Reuveni Pridan. “They bring the right combination of experience and proven talent, a hunger for professional partnership and a deep understanding of the target audience,” he said.
Reuveni Pridan’s co-CEOs, Asaf Griss and Shiri Heiser, responded that the agency was confident in the choice. “As experts in finding homes, we know they chose well,” they said. “We believe in a real business partnership, and with our deep familiarity with the competitive arena and full commitment, we will make Madlan the first choice of Israelis.”
The agency’s other major clients include Mizrahi Tefahot Bank, AIG, Isracard and Opticana.
