Maccabi Healthcare Services
When I took over the studio at Electra Target, the managing director handed me a tender unlike anything the office had taken on: Maccabi Healthcare Services — one of Israel's largest HMOs. The mandate was to share the brand's ongoing workload, working alongside its lead agency 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. It was a new kind of opportunity for the office — a client of a scale and complexity it hadn't taken on before. The work had until then been concentrated with Maccabi's lead agency, McCann, and the brief was to share the ongoing load: working in parallel 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 elevate the office's capacity to operate at this level, 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 hardest briefs — the ones the team couldn't crack alone — 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.