{"id":1708,"date":"2019-12-30T10:24:22","date_gmt":"2019-12-30T10:24:22","guid":{"rendered":"https:\/\/forbes.co.il\/e\/?p=1708"},"modified":"2021-06-29T13:26:47","modified_gmt":"2021-06-29T13:26:47","slug":"decembers-marketing-person-of-the-month-asaf-azulay-from-bank-hapoalim","status":"publish","type":"post","link":"https:\/\/forbes.co.il\/e\/decembers-marketing-person-of-the-month-asaf-azulay-from-bank-hapoalim\/","title":{"rendered":"December\u2019s marketing person of the month:  Asaf Azulay from Bank Hapoalim"},"content":{"rendered":"<p>The Israeli Marketing Association chose Asaf Azulay, head of Bank Hapoalim\u2019s marketing headquarters, as December\u2019s marketing person of the month.<\/p>\n<p>Azulay was selected thanks to the strategic advances he made that contributed to positioning the bank as a young and innovative brand.<\/p>\n<figure id=\"attachment_1709\" aria-describedby=\"caption-attachment-1709\" style=\"width: 1600px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-1709\" src=\"https:\/\/forbes.co.il\/e\/wp-content\/uploads\/2019\/12\/NW9C2824.jpg\" alt=\"\" width=\"1600\" height=\"1067\" srcset=\"https:\/\/forbes.co.il\/e\/wp-content\/uploads\/2019\/12\/NW9C2824.jpg 1600w, https:\/\/forbes.co.il\/e\/wp-content\/uploads\/2019\/12\/NW9C2824-300x200.jpg 300w, https:\/\/forbes.co.il\/e\/wp-content\/uploads\/2019\/12\/NW9C2824-768x512.jpg 768w, https:\/\/forbes.co.il\/e\/wp-content\/uploads\/2019\/12\/NW9C2824-1024x683.jpg 1024w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><figcaption id=\"caption-attachment-1709\" class=\"wp-caption-text\">Asaf Azulay. Upgrading the brand | Photo by: Aviv Gotlib, Bank HaPoalim<\/figcaption><\/figure>\n<p>The committee that chose him explained their decision, crediting Azulay with charting a new marketing approach that successfully situated the bank as a young, relevant and up-to-date, brand and making meaningful, innovative moves in the worlds of online commerce and technology as well as the ways in which the brand communicates with its clients, particularly those of the next generation; he accomplished all of this since joining the bank less than two years ago. \u201cAsaf laid strong foundations for the projected future of Bank Hapoalim in the competitive banking arena for the years to come,\u201d the committee concluded.<\/p>\n<p>They further noted that Azulay\u2019s new strategic approach is based on three principles: First, penetrating the life of the younger client with meaningful value propositions designed to make life easier, to improve processes that are seen as complex and respond to the need for easy, convenient banking. Second, the bank is positioning itself to be the first player on the field with a quality value proposition in order to generate a competitive edge within the market; and finally, to disrupt the paradigm that a bank has to talk in a serious, official tone and rather to shift into a kind of rhythmic marketing communication with a wink and a sense of self-humor.<\/p>\n<p>The association\u2019s marketing committee consists of about 15 representatives from various industries and categories who judge the nominations that they receive.<\/p>\n<p><em>Translated by Zoe Jordan<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Azulay, head of Bank Hapoalim\u2019s marketing headquarters, was chosen by the Israeli Marketing Association for the strategic advances he made which situated the bank in their new status as a young and innovative brand<\/p>\n","protected":false},"author":5,"featured_media":1709,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1708","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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