Marketing Leaders Gather in Tel Aviv for MAD Conference Focused on Legacy and Innovation

Senior professionals from marketing, advertising, and digital sectors convened at the MAD conference held at Stoco in Tel Aviv, themed "Legacy in Motion." Publisher Alona Bar-On highlighted a rise in consumer trust in brands over the past year, contrasting with declines in other sectors. Attendees were presented with various insights from Globes' 2026 Brand Index.

The event featured a keynote by Israeli singer Ivri Lider, who spoke openly about achieving long-term success, emphasizing that "in a very commercial world, truth ultimately wins." A brief lecture by the head of Wolt Benefits addressed the challenges faced by marketing executives in a changing environment. Following the talk, participants received a 150-shekel voucher for food orders to support employees working late.

Guests also enjoyed wine from Feldstein Winery, a boutique vineyard in the Upper Galilee, and chocolates crafted from original recipes by the late chocolatier Dvir Karp, who was tragically killed in the Hamas attack on October 7 at his home in Kibbutz Reim. Upon departure, attendees were gifted succulents sourced from Soka Agricultural Farm, which collaborates with organizations aiding at-risk youth and mental health integration, as well as socks produced by the family factory of Youssef and Mustafa Hajouj in the Jewish-Arab village of Kaokab in the Galilee. Iconic posters from Mifal HaPais, which also displayed a 75-year historical bulletin board at the venue, were distributed.

The conference was sponsored by Bank Hapoalim, El Al, Nespresso, Bezeq, Tnuva, Mifal HaPais, Wolt, Macallan, and NOR. The event underscored the importance of preserving heritage while embracing innovation in marketing, with a focus on community and social responsibility.