Ben has a plan.

Challenge

Agents bring most of Yad2’s real-estate listings, but buyers and sellers doubted they add real value, which weakened the platform’s whole proposition.

Insight

In a market spread across endless chaotic platforms, a professional who knows the deal and operates within the largest real-estate platform becomes your advantage.

What I did

Co-led the strategy that positioned Yad2 as “the address for the right deal,” including a social series that cast real agents as the category’s professionals and showed the human side their image had been missing.

Outcome

• +7.3%YoYleads on agents’ for-sale listings across the entire platform.
• +9.3%YoYleads on agents’ rental listings across the entire platform.
• 1.4M+views for the social series, with 1,150+ organic interactions.

Challenge

93% of Israelis know the Jewish Agency and 92% like it, but few know the full scope of its work. We needed a symbol that could capture it.

Insight

The Star of David necklace, the most recognizable Jewish symbol, hangs on a chain of many connected links, just like the Jewish Agency’s many initiatives.

What I did

Co-developed the big idea, “In the chain of the Jewish people, every part matters,” the line “Come take part in strengthening the chain,” and the presentation narrative.

Outcome

• 2x+as likely to say they’d definitely take part among people who saw the campaign (17% vs. 7%).
• 61%of viewers see the Agency as running a wide range of programs, vs. 43.5% of non-viewers.
• 88%liked the ad.

Two campaigns have launched under the concept, with many more to come.

Challenge

Travel Trigger, an always-on email sent to business cardholders when they spend on travel, beat TD’s CTR benchmark by 13%, but its CTR swung sharply from month to month.

Insight

The dips pointed to creative fatigue: returning customers kept seeing the same email.

What I did

Proposed a creative refresh, co-wrote the brief our creative agency worked from, and ran the creative review through to launch. I also analyzed the channel tests behind TD’s SMB credit limit increase campaign.

Outcome

• 18%+above TD’s CTR benchmark in early reads after the refresh, up from 13%.

Challenge

Open a Toronto branch of an Israeli gallery from scratch, with no paid media.

Insight

In art, people buy what they’ve seen in person, so events, not ads, became the sales engine.

What I did

Built the website, social channels and newsletter; produced two exhibitions, including Colours of Hope with StandWithUs and Kamim (80+ works by Israeli artists); ran operations end to end.

Outcome

• 400+RSVPs across the exhibitions.
• 34+works sold, out of 80+ presented at Colours of Hope.
• CAD 58K+in art sales, all without paid media.