Israel is the writer/creator of some of America’s most acclaimed advertising campaigns. He has authored more taglines trademarked by Fortune 500 companies than any other industry creative leader.
The film industry has always fascinated me by the way it can turn stories into global franchises. My approach to advertising is no different. I create iconic narratives for brands.
I’ve been fortunate to work with CEOs and CMOs at inflection points in their business to unleash powerful creative business ideas. Not simply ads. Platforms, with a strong thesis based on cultural and strategic insights. The result is a body of work that helped change the trajectory of 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.
Ritz was a cracker brand until our team reframed it as an entertainment brand. By writing the theme "Open for Fun," I helped drive unprecedented growth and earned both One Show and Effie awards. Also in the food space, I showed Keurig they were more than a gadget by crafting the "Brew the Love" platform-it remains the very essence of the brand.
In the bitcoin rush, I helped TD Ameritrade by 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.
With New York-Presbyterian I crafted the “Stay Amazing” platform amplifying the outcomes of their world-class care through multiple emotional storytelling formats.
Most recently, I challenged the financial industry on behalf of Lincoln Financial by launching "The Action Plan" Docuseries featuring Andre Agassi. They became the first financial brand to reframe retirement–acknowledging the active lifestyle of Gen X who will need ensure their pastimes last a lifetime.