ADD Agency

The agency also operates as a television content producer in its own right, modelled on the business model of the American agency William Morris Endeavor. The agency was founded in 1988 as the modelling agency Look. By the mid-2000s it operated three divisions – modelling, talent and extras – and represented some 100 models and performers, among them Galit Gutmann and Miri Bohadana. In September 2005 Yedioth Ahronoth, which held 51% of the agency, acquired the remaining 49% from the fashion producer Moti Reif and became its sole owner; Guy HaMeiri, who had served as CEO for two years, stepped down following the sale. Under Yaron Lichtenstein, who became chief executive in 2005, the agency repositioned itself from a modelling agency to a representative of "multi-talents" working in film, television and reality programming; by 2009 models accounted for only about 20% of those it represented. Commentators noted that the agency benefited from the media holdings of its parent company, which included newspapers, local papers, magazines and the cable operator HOT. In 2010 the agency was relaunched as ADD by Hadas Mozes, Yaron Lichtenstein and Yoni Dotan, the latter having previously served as CEO of Look. It was built along the lines of William Morris Endeavor, providing services across television, theatre and film production – from the development of a work through to the marketing and sale of the content in Israel and abroad.