IsraCard Moves ₪25 Million Advertising Budget to Adler Chomsky

IsraCard's annual advertising budget, estimated at approximately 25 million shekels, is moving to the advertising agency Adler Chomsky after about two and a half years with Reuveni Fridman. The decision aims to consolidate the company's marketing, advertising, and digital operations under a single entity. This move is part of broader organizational changes that began after Delek Group acquired controlling interest in IsraCard in the summer of 2025 and Itamar Foreman became CEO in February. These changes included reducing the management team from 12 to 10 members and appointing new senior executives, such as Eyal Ben Haim as Deputy CEO and Adar Goren as VP of Data, Digital, and Marketing. Goren had previously overseen the transfer of digital operations to Interaction, an agency within the Adler Chomsky group, and now the overall advertising budget will also join the group. The separation from Reuveni Fridman is for consolidation purposes, despite professional appreciation for the agency, which saw IsraCard ranked 11th in a 2025 survey of memorable and liked advertisements, being the only credit card company on the list. Reuveni Fridman chose not to comment on the termination of the contract. This move is a significant achievement for the Adler Chomsky group, co-owned by Eyal Chomsky (70%) and senior executives, which also manages budgets for Bezeq, Discount Bank, and Strauss. The group is reportedly in discussions to bring Discount Bank and Leumi as partners (a combined 30%) at an estimated valuation of 500 million shekels. Meanwhile, the advertising budget for the Fly Card, now under IsraCard's sponsorship, will continue to be managed by McCann Tel Aviv. Previously, Reuveni Fridman took over IsraCard's budget after approximately 12 years of collaboration between the credit card company and Publicis Media. At that time, the activity was split: Reuveni Fridman handled creative and traditional advertising, media purchasing remained with Publicis, and the digital budget was assigned to K-Logic, a function now fully consolidated under Adler Chomsky.