Isracard Moves 25 Million Shekel Advertising Budget to Adler Chomsky

Isracard has moved its advertising budget, estimated at approximately 25 million shekels, to the Adler Chomsky agency after about two and a half years with Reuveni Pridan.

In the summer of 2025, Delek Group acquired control of the credit card company, and last February, Itamar Furman took over as CEO. Since then, a series of organizational and managerial changes have been implemented, including reducing the number of board members from 12 to 10. Key appointments include Eyal Ben Hayim, formerly head of the banking division at Bank Leumi, who was appointed deputy CEO and head of the business division, and Adar Goren, who was appointed VP of data, digital, and marketing.

About a year ago, Goren led the transition of digital operations to Interaction from the Adler Chomsky group, and now the advertising agency is also being replaced. Industry sources indicate the decision stems from a desire to consolidate advertising under one roof, alongside deep appreciation for Reuveni Pridan. During its years with the agency, the brand consistently ranked in the liked and remembered index, and in the 2025 ranking of the 15 most frequent advertisers in the index, it was the sole credit card brand, coming in at number 11.

Adler Chomsky is owned by Eyal Chomsky (70%) and a group of smaller shareholders who are senior executives within the group. Major clients of the agency include Israel Discount Bank, Carasso Motors, Strauss Group and Tami 4, Delta, yes, Pelephone, Jafora-Tabori, and others.

At the beginning of the month, it was reported that Adler Chomsky is considering bringing in new partners - Israel Discount Bank (a client of the agency) and Bank Leumi (which works with competitors McCann Tel Aviv), who may jointly hold a 30% stake based on an estimated valuation of about half a billion shekels.

Reuveni Pridan chose not to issue a comment.