Globes MAD Conference Explores How Legacy Brands Stay Relevant Over Time

The annual MAD conference hosted by Globes brings together Israel's top marketing, digital, and advertising leaders to discuss key industry trends and analyze notable case studies. This year marks the 23rd publication of Globes' Brand Index, which is revealed during the event. The 2024 conference focuses on the success secrets and challenges faced by legacy brands in maintaining long-term relevance.

The program includes a series of presentations and panel discussions starting at 9:00 AM with registration and coffee, followed by a keynote from Alona Bar-On, publisher of Globes. Israeli singer and creator Ivri Lider will speak with Eran Gefen, CEO of G^Team and strategy expert, about leadership in a rapidly changing world. Other speakers include Yigal Barkat, VP Marketing at Bank Hapoalim, Nadav Hanin, VP Marketing and Digital at El Al, and senior marketing executives from Bezeq, Nespresso, and Mifal HaPais.

Michal Tamari from Tnuva will discuss the brand's century-long presence in Israeli homes, while Gabi Rotter, Chairperson of Castro Group, and Sharon Tal, chief designer at Maskit, will explore how iconic brands remain fashionable. The conference also addresses the impact of AI on legacy brands with Moti Sharaf, founder of Sharaf Communications and Brij AI Lab, and debates whether legacy can be created in Israel's high-tech sector with executives from Fiverr, Kaltura, and Humanz.

A special lecture by Gary Survis, managing partner at Insight Partners and AI innovation expert, precedes the unveiling of the Brand Index at 2:00 PM. The event concludes with lunch and networking. The conference is sponsored by Bank Hapoalim, El Al, Nespresso, Bezeq, Tnuva, Mifal HaPais, Wolt, Macallan, and Nor Real Estate. Globes emphasizes a respectful and diverse discourse in line with its ethical code, filtering out any inappropriate content.