Israel Discount Bank Ends Communications Partnership with Moti Sharf
Israel Discount Bank and communications strategist Moti Sharf have ended their three-and-a-half-year partnership amicably. The bank will transition its PR in-house, while Sharf focuses on expanding his investments in AI and digital media.
Israel Discount Bank has ended its three-and-a-half-year partnership with Moti Sharf and his strategic communications firm, Sharf Communications. According to local media reports, the decision was reached amicably, and the bank will now transition its communications operations in-house.
Sharf Communications was originally brought on board in early 2023 by former CEO Uri Levin and maintained its prominent role following leadership changes that brought in CEO Avi Levy and Chairman Danny Yamin. Sharf's extensive history with Israel's banking sector spans decades, notably including a decade-long advisory role with Bank Leumi under the leadership of Galia Maor and Rakefet Russak-Aminoach, as well as coordinating a joint campaign for major banks against the Bachar Committee reforms back in 2005.
Beyond his direct work with Israel Discount Bank, Sharf expanded his engagement within the banking group by joining the communications apparatus of the Pepper payment platform in June of last year. Meanwhile, Kamir continues to provide broad strategic and regulatory consulting for the bank, a role it has held for the past decade.
In recent years, Sharf has diversified his business portfolio beyond public relations into digital content and artificial intelligence investments. He became a partner in Brij, an AI laboratory developing reputation and narrative management systems for major corporations. Furthermore, he invested in digital assets, including a temporary stake in the popular Instagram page PUSH, and explored acquisitions in digital media platforms while expanding his footprint in the advertising sector through partnerships with agencies such as Citymedia.
