A Brazilian woman in Silicon Wadi, the tech side of Tel Aviv

Adriana Setti

Fernanda Frazão, Publicity

The day-to-day life of a Brazilian ad agent residing in Tel Aviv



From Sunday to Thursday, Brazilian advertising agent Claudia Chvaicer gets on her electric bicycle and rides 15 minutes to Azrieli Sarona Tower, the mirrored skyscraper that is the new icon of Silicon Wadi, Israel's own “Silicon Valley.” The 12th floor of the tallest building in Tel Aviv (home to Facebook, Amazon, and Teddy Sagi's empire of online casinos) has a hipster-style bar and a terrace populated with pouffes, dogs, and people zipping around on kick scooters. The conference rooms going full throttle are the only indication that this place is actually the office of ironSource, one of the biggest platforms for monetization and mediation of mobile video in the world. The director of sales for Latin America for the company, considered one of Israel's unicorns (jargon in the startup universe for companies appraised at over US$1 billion), she traded São Paulo for Israel 10 years ago to get her MBA at IDC Herzliya and ended up enjoying the lifestyle in Tel Aviv. “It's a combination of Barcelona and New York, except the people are more open,” she says.  

Communicating with customers in Mexico, Brazil, and other Latin American countries on a daily basis, she stays flexible in order to avoid incidents of culture shock. “Israelis are very firm negotiators and they always get straight to the point, not wasting any time on formalities. So I brought a touch of Latin culture to the company and learned to balance firmness with kindness in order to not lose out on business.” Claudia adds that Israelis also love soccer, watch Mexican and Brazilian telenovelas, and – surprisingly – are crazy about reggaeton.



Tips from Claudia

“My perfect day starts with yoga and breakfast at Café XOHO, continues on the beach, then some ice cream at Tamara, and ends with dinner at The Diner by Goocha.”


Café XOHO: 17 J. L. Gordon Street

Tamara: 96 Ben Yehuda Street

The Diner by Goocha: 14 Shlomo Ibn Gabirol Street