On video: A bull was recorded wandering in the Bank Leumi building in Lod, August 22, 2022/documentation on social networks according to Section 27 A of the Copyright Law
The intense competition between Bank Leumi and Bank Mizrahi-Tefahot for the leadership in the customer service sector and in the mortgage sector was observed in the past year and became an advertising battleground between the two banks.
During last May, the two banks clashed with particularly venomous ads in the press.
Mizrahi-Tefahot, through the advertising agency Reuveni-Friedan, fired the opening shot to the open war when he attacked Leumi (which works with the advertising agency from Cannes) for an ad on the subject of "CEO's cruiser". The cruiser is a service product that Leumi launched to improve service. Day After publishing an ad on the subject of Bank Leumi, with the number of the bank's CEO, Hanan Friedman, Mizrahi published a counter ad mocking the patrol.
Leumi was not obliged and published counter ads that stung Mizrahi.
Since then there has been silence between the parties, but now it seems that the war is renewed.
The CEO of Mizrahi, Moshe Larry, who won first place in the Bank of Israel's service survey, sent a letter to his employees in which he reprimanded Leumi. Larry wrote: "The year 2023 brought us new challenges from competitors who tried to enter this arena, and present themselves as leading service providers." Then, he presented the Bank of Israel's service survey on the subject of service. The survey, conducted by the Bank of Israel, is in fact a survey led by the Governor of the Bank of Israel, Prof. Amir Yaron, and the Supervisor of Banks, Danny Khahiashvili.
The same service survey also starred in ads published by Mizrahi-Tefahot in the weekend newspapers Mizrahi was not satisfied with just bragging about winning first place and published a quote in all the ads that read: "At the bottom is Bank Leumi with a score of 66%, a decrease of 9%."
Hanan Friedman and Moshe Larry.
"Leomi is considered a bank that does not initiate 'fights' between competitors, but it definitely reacts, and strongly, to those who attack it"/Photo processing, Mizrahi Tefahot, Oren Dai
A senior official in the advertising world, who does not work with any of the banks, believes that Omi will not leave Mizrahi's direct blow unanswered.
"Bank Mizrahi could have boasted about winning first place and not hit Leumi in the ribs, but he did not hold back. The direct attack against Leumi with huge ads in all the press looks like a well-planned move by Mizrahi, but the meaning now is that Leumi will have to respond."
According to the same source from the advertising world: "Leumi is considered a bank that does not initiate 'fights' between competitors, but it definitely reacts, and strongly, to those who attack it. If I have to learn from past experience, Leumi's advertising director, Mittal Shiran Harel, will not sit quietly and find The way to respond to Mizrahi's blow."
Bank Leumi refused to comment.
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National Bank
Bank Mizrahi Tefahot