R e s p e c t

No gimmicks, no fancy copy writing, nothing of the sort.
This week, Orange, a major player in the Israeli mobile market as ended a 12 years old romance with it's ad agency y&r. Now y&r (at least in my book) is by far the most creative ad agency in Israel. But this week I have learned something else about this agency and the people who run it. It is also dignified. Not a quality you'd expect to find in an Israeli business. After being left by Orange (one of the agency's biggest clients), y&r did everything right. The management took all the people who worked on this client and assured them that in spite of the new and unexpected situation, nothing is going to change. And then, they sent Orange this amazing "ad" which symbolizes the work that has been done for the past 12 years. At the end of everything came a letter basically saying: We are proud to have been with Orange from day one and had the privileged to help making this brand become a household name. We would like to thank Orange and it's exceptional managers who gave us the opportunity to take part in this amazing journey. We are leaving you now after 12 years filled with energy and motivation to do it again. (in a nut shell).
I really think that only one word can describe all this...Respect