Recall that this war led to the recent crisis between Adler Chomsky and Bank Hapoalim, after the advertising agency left in favor of Discount’s budget. Following Adler Chomsky’s dramatic announcement, Bank Hapoalim has selected the Publisis Group to join Gitam in managing Poalim’s advertising budget.
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The division: Publicis ONE received NIS 25 million for the bank’s brands and the Beat app, and the rest of the budget continues as usual with Gitam BBDO. The choice of Publicis also comes against the background of accusations that Kotler is trying to bring Yigal Barkat, CEO of Yehoshua TBWA, to the huge budget in Poalim, in light of his acquaintance with Barkat, who was Isracard’s VP of marketing during his tenure.