Morel will serve as creative director. Morel-Winograd Advertising will close down at the end of July.
Motti Morel, the advertising man behind the Likud election campaign, has joined Zarmon Advertising as a partner. Zarmon Advertising is owned by Eilon Zarmon. The terms of the agreement between the two parties stipulate that Morel will own 30% of Zarmon Advertising shares, with the remaining 70% to be held by Zarmon. Morel will serve as the agency’s creative director.
At present, Morel is a partner with Avi Winograd in Morel-Winograd Advertising. Winograd will be compensated for the unilateral agreement to end the partnership. Agency employees have been notified their offices will close at the end of the month.
The association between Morel and Zarmon has its roots in the Likud election campaign, which brought numerous offers from new clients in its wake. Due to the size limitations of the Morel-Winograd agency, Morel found it difficult to take on new clients.
Zarmon Advertising is considered an aggressive agency, which has recently won a number of significant accounts, including the $1.5 million Food Club account, and the $2 million Ilanit Toys account. Zarmon’s volume of activity for 1995 was $8 million.