Isracard Moves Advertising Budget to Adler Chomsky Agency

Isracard, the credit card company, is transferring its advertising budget of approximately NIS 25 million to the Adler Chomsky advertising agency. This move comes after two and a half years with the Reuveni Fridman agency. The change follows the acquisition of control in Isracard by the Delyk Group in the summer of 2025 and the appointment of Itamar Forman as CEO in February. Since Forman's appointment, organizational and management changes have been implemented, including a reduction in the number of management members from 12 to 10. Senior appointments include Eyal Ben Haim as Deputy CEO and Head of the Business Division, and Adar Goren as VP of Data, Digital, and Marketing. Goren previously led the digital operations transition to Interaction from Adler Chomsky a year ago. Industry sources indicate the decision to consolidate advertising activities under one roof was made despite high regard for Reuveni Fridman, during which Isracard consistently ranked high in brand recall and favorability, being the only credit card brand in the top 15 advertisers in 2025.

Adler Chomsky is owned by Eyal Chomsky (70%) and other minor shareholders who are senior managers within the group. Its major clients include Discount Bank, Kelmoobil Group, Strauss and Tami 4, Delta, yes, and Pelephone, Yafura Tavori, among others. Earlier this month, it was reported that Adler Chomsky is considering bringing in new partners, Discount Bank and Leumi, who may jointly hold 30% at an estimated valuation of NIS 500 million.

In other news, David Fattal, founder and controlling owner of Fattal Hotels, and Roni Itzhaki, owner of Itzhaki Group, hosted a launch event for their luxury hotel, The Yacht, in Herzliya Marina. The hotel, built with an investment of approximately NIS 1 billion, is designed to resemble a luxury yacht and is situated on a small island within the marina. The event included a reception overlooking the marina and sea, followed by a party around the pool area.

Real estate finance company Archimedes, led by Chairman and controlling owner Eyal Lapidot, held a client event at the Peres Center for Peace and Innovation in Jaffa. Guests of the company, which manages deals worth tens of billions of shekels, enjoyed a performance by Hanoch Daum.

Separately, the "Boxenbaum the Chairman" Foundation, headed by businessman the Chairman (Chairman of Movement Instruments), donated an advanced MRI simulator to Rabin Medical Center-Beilinson Campus in Sharon, valued at NIS 5 million. This donation will enable the establishment of a radiotherapy institute and the development of the Davidoff Cancer Center. The Chairman stated that the foundation, established in 1972, has donated tens of millions of shekels to hospitals over the years, focusing on cancer treatment.

Fashion brand Maskit held a runway show this week on the Yehudit Bridge spanning the Ayalon Highway, presenting its autumn-winter collection with 30 models. This follows a fashion show held at the Carmel Market about a year and a half ago. The event concluded at the new wine bar of chef Haim Cohen.