Israel is the writer/creator of some of America’s most acclaimed integrated advertising campaigns. He is currently Global Executive Creative Director at Havas New York.
I’ve always been fascinated by the way the modern movie industry can turn stories into global icons. My approach to advertising is no different. My passion is creating franchise level narratives for brands.
I’ve been fortunate to meet CEO’s and CMO’s at inflection points in their business and built teams to unleash powerful creative business ideas. Not simply ads. Platforms, with a strong thesis based on cultural and strategic insights. What has resulted is a body of work that helped change the course for a good number of Fortune 500 companies. But for me it’s the satisfaction that comes from thinking, writing, crafting, and team building that keeps me coming back day after day to this business.
Here's a snapshot of platforms I’ve developed and launched:
I convinced Mr. Charles Schwab to let investors call him by his nickname.“Talk to Chuck” is taught as a case study at Harvard Business School.
I reframed Ritz as an entertainment brand, writing the theme "Open for Fun," driving unprecedented growth and earning both One Show and Effie awards. I helped Keurig see they were way more than a gadget by crafting the "Brew the Love" platform-it remains the very essence of the brand.
In recent years, I led TD Ameritrade originating “The Green Room” and drafted Lionel Richie for Super Bowl LII to announce 24/5 trading. Time.com ranked it among the best commercials of the night. Havas earned 3 Cannes Lions that summer.
In 2021, I led the pitch for New York-Presbyterian crafting the “Stay Amazing” platform-the work now resembles more of a consumer performance brand.
In Jan. 2024, I challenged the retirement industry on behalf of Lincoln Financial by launching "The Action Plan". They became the first financial brand to reframe retirement by acknowledging the fitness /longevity of Generation X who will want to ensure their pastimes last a lifetime.