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EL AL recently selected its new lead agency in the U.S., Soubriet Byrne & Associates (SBA), which beat out four other unnamed contenders, per the brand. Excluding business-to-business and Internet, the Israeli airline's ad spend hit $389,000 last year, according to Nielsen, while totaling $312,000 during 2011.
"SBA is a small agency that maximizes their creativity and production and has [brand] challenger experience," Sheryl Stein, EL AL's U.S. marketing manager, told Adweek. "You can see the creativity in our current ads."