This story requires our BI Prime membership. To read the full article,Eran Gefen co-founded and ran Y&R Interactive, the biggest Israeli division of ad holding company WPP, then left to start his own agency in 2009.
"Both changes, from Y&R and then to in-house, mirrored changes in the market," Gefen told Business Insider.Gefen said the traditional agency model, which relies heavily on commissions from TV ad buys, no longer serves the client or the consumer. Those factors led Gefen to sell to Wix after an extended conversation with Shai about working more closely with the company. Terms of the deal were not disclosed, but Gefen's team of about 20 was integrated into Wix's 300-person marketing department.
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