Discount Bank Parts Ways With Sheraf PR After 3.5 Years
Translated & summarized from Ice by baba
Discount Bank is ending its 3.5-year contract with Motty Sheraf's PR firm and will manage communications internally. Sheraf Communications began working with the bank in early 2023 and continued through leadership changes. Sheraf has a long history with Israeli banks and has recently expanded into AI and digital content ventures, including investments and partnerships in advertising and media.
The story in 5 lines · by baba
- Discount Bank is ending its 3.5-year PR contract with Motty Sheraf's firm.
- The bank will now manage its communications department internally.
- Sheraf Communications began working with Discount Bank in early 2023.
- Motty Sheraf has a long history advising major Israeli banks.
- Sheraf has recently expanded into AI, digital content, and advertising ventures.
Discount Bank has concluded its 3.5-year engagement with Motty Sheraf and his PR and strategy firm, Sheraf Communications. The separation was mutual and amicable. The bank plans to manage its communications internally moving forward.
Sheraf Communications began working with Discount Bank in early 2023 under former CEO Uri Levin. The firm remained a key player through leadership changes, including the appointments of CEO Avi Levi and Chairman Dani Yamin. Sheraf has a long history with Israeli banks, having advised Bank Leumi for a decade under CEOs Galia Maor and Rakefet Russak. His prior involvement with Discount Bank dates back to 2005 when he coordinated a campaign against the recommendations of the Bachar Committee for three major banks.
In addition to its work with Discount Bank, Motty Sheraf joined the media management of the payment platform Paybox, part of the Discount Group, in June of the previous year. The bank has also been advised by Kamir agency for the past decade.
In recent years, Sheraf has expanded his business ventures into digital content and artificial intelligence. He became a partner in Brij, an AI lab developing reputation and narrative management systems for large corporations, which is now operating commercially worldwide. In late 2025, Sheraf also invested in the popular Instagram page PUSH, in a joint venture with venture capital fund BRM, acquiring a 35% stake. However, Itzik Peretzian later bought back full ownership of PUSH. There were also unsuccessful negotiations for Sheraf to acquire a 25% stake in a digital news company owned by Aron Yedioth.
Sheraf has also broadened his reach in the advertising sector, becoming a partner in the advertising agency Citymedia in mid-2024. His firm's client portfolio includes major companies such as Google, Migdal, Azrieli, Nice, McDonald's, Fiverr, Sonol, Meitav, and UBS.