Israeli Marketing VPs Discuss Balancing Brand Legacy and Innovation at MAD Conference

At the MAD conference hosted by Globes, marketing executives from leading Israeli companies discussed how to maintain brand relevance while preserving legacy. Galit Hatan, Globes' marketing editor, opened the panel by questioning the tension between staying relevant and being an established brand. Alona Bar-On, publisher of Globes, emphasized the new challenge for brands to combine trust with relevance.

Tali Polag, Marketing VP at Bezeq, highlighted that their expertise and long-standing presence enable them to innovate, citing the adoption of advanced technologies like Wi-Fi 7. She stressed that Bezeq remains consistent in its values of innovation, stability, and Israeli identity. Similarly, Shay Liraz from Mifal HaPais explained that their 75-year-old brand stays relevant by adapting to both public and business spheres, focusing on community engagement and social welfare investments.

Nespresso's Marketing VP, Tali Elitzur, noted that consumers seek reliability and consistency alongside innovation. She described how Nespresso balances its 40-year heritage with cutting-edge coffee trends, tailoring global strategies to Israel’s unique market, such as the rising popularity of cold coffee.

The panel also reflected on how marketing roles have evolved, with Polag pointing out the shift from traditional TV to digital and social media, requiring constant content creation and AI integration. Liraz shared how Mifal HaPais partnered deeply with singer Idan Amadi to represent social values over several years.

When asked about their biggest challenges, Polag spoke about balancing premium branding with value creation, Liraz urged marketers to engage as citizens and social partners, and Elitzur emphasized defining what relevance means today, especially to younger audiences. The conference was sponsored by Bank Hapoalim, El Al, Nespresso, Bezeq, Tnuva, Mifal HaPais, Wolt, Macallan, and Nour.