Studio Management & Account Leadership
Maccabi Healthcare Services
Electra Target won a strategic partnership with Maccabi Healthcare Services, one of Israel's largest HMOs. As the incoming studio head, I was handed the account and tasked with building the team and infrastructure to run it: working in parallel with McCann across both national HQ and regional districts. I built the team and the system that made it run.
Soon after I stepped in to manage the studio at Electra Target, the managing director called me in and showed me the Maccabi Healthcare Services tender. Maccabi is a client of significant scale and complexity, a multi-district, multi-format account demanding serious infrastructure. The brief was to work in parallel with McCann across both the national headquarters and the regional districts.
My first job wasn't design, it was architecture. I assembled the right team for an account like this: an account manager, an art director, a copywriter, and a production-focused designer, each chosen for how they'd hold up under a client of this weight. Then I built the working rhythm around them.
Today the studio handles the account like a well-oiled machine. The client is deeply satisfied, and the collaboration with McCann runs smoothly, in no small part thanks to the communication channels I built with them. The goal was always to build the infrastructure to run an account of this scale with the precision it demands, and that's what the system delivered.
There's a personal layer too. Beyond managing the account, I stepped directly into the work on the most demanding briefs, the ones that called for another set of senior hands, wearing every hat at once: account lead, copywriter, art director, and hands-on production. Building the machine didn't mean stepping away from the craft. It meant knowing exactly when to step back into it.
