Our story
Founded in 2012 by Roni and Michal Arazi, Mashrokit Digital combines strategy and design to manage public-sector social media and digital channels. Today, our team of 20 professionals has worked with over 100 organizations across more than 425 projects.
We work with institutions such as Israel's Ministry of Health, Israel's Ministry of Agriculture, Yad Vashem (the World Holocaust Remembrance Center), public hospitals like Wolfson Medical Center, and large Israeli municipalities. Our goal is to help public organizations grow their digital presence. We consult, analyze, and run social media channels alongside the client's in-house team, ensuring full transparency.
Our values
Before we draft a post or launch a paid campaign, we work with the client's team to understand their specific challenges, public sensitivities, and goals. We provide strategic guidance alongside technical execution.
We combine strategy, social media management, design, video production, and paid promotion to ensure public organizations convey their messages clearly and accurately.
What sets us apart
Mashrokit Digital focuses on the public sector, government ministries, and large non-governmental organizations. We understand the complex requirements of government tenders and the sensitivity required to manage public discourse online. We use social media listening to monitor online trends and social media crises, allowing us to respond appropriately alongside our clients. We always perform community moderation under the client's written policy.
We also operate a dedicated artificial intelligence (AI) department. We implement AI systems to help public organizations streamline processes and generate effective online engagement.
Roni Arzi
Founder & CEO, Mashrokit Digital
I entered the advertising world not through traditional agencies, but through the studios of Israel's Army Radio station. My background in journalism and strategic communications shaped the vision that has guided Mashrokit Digital since my wife Michal and I founded it in 2012. Social media isn't just another billboard; it's a living, breathing arena essential for anyone looking to make an impact on the public. My deep passion for news—which occasionally leads to guest appearances on TV and radio, as well as my weekly digital column in the Makor Rishon national newspaper—translates into our team's ability to connect current events and the cultural zeitgeist directly to our clients' public initiatives.
What truly excites me and the 'Mashrokiters'—as one of our clients calls our team—is tackling the most complex arena: the public sector. Government ministries, municipalities, and official bodies are often perceived as slow, gray, and sometimes even alienating. The magic happens when we manage to take these public service 'dinosaurs' and turn them into 'TikTok cats' :-) Suddenly, formal, buttoned-up organizations are speaking in a colorful, accessible, and relevant language—one that makes young people stop scrolling and genuinely connect.
Behind the scenes, Mashrokit operates within a fascinating dual culture. On one hand, we offer rare stability in this industry, maintaining a quiet, values-driven environment where employees from diverse backgrounds bring their unique perspectives. At the same time, our hallways are filled with sharp wit, a healthy dose of audacity, and plenty of humor. Since 2025, our strategic work has been guided by HCD—Human-Centered Design. This methodology, adopted by giants like IDEO, ensures our strategy isn't based on random creative guesses, but on structured, in-depth processes driven by data and qualitative research.
Our drive to stay sharp constantly gives rise to unique and even pioneering roles at Mashrokit. We invented a position previously unseen in any other agency—a 'Social Listener'—dedicated to obsessively monitoring trends, audio bites, and news, allowing us to proactively pitch real-time ideas to our clients. Additionally, Mashrokit is the first social agency in Israel to establish an in-house AI department. This team doesn't just generate content using artificial intelligence; they primarily build smart automations and advanced technological tools that solve diverse digital challenges for our clients every single day.
Mashrokit on major news channels
Appearances on Kan 11 and Channel 12, Israel's national broadcasters. Broadcast in Hebrew.