The media planning and buying business will be led from Germany and will include activity in all major European markets, except Russia.
At least six other undisclosed agency networks were involved in the review at an earlier stage, believed to include UK incumbent Total Media.
The account will be led by Cecile MacGowan, head of MPGi’s central coordination team in Frankfurt, Germany.
The appointment comes ahead of a new PR offensive to try and attract people to the country, despite continued tensions in the region.
Shlomo Adiel, advertising division manager at LAPAM, confirmed MPG has been appointed after a long selection process in which the Havas network demonstrated strong capabilities and experience in the international arena.
At the beginning of the year, the UK Advertising Standards Authority banned an Israeli tourism poster in the UK for misleadingly implying that the West Bank, Gaza Strip and Golan Heights were part of the state of Israel.
The win continues a strong year for the Havas agency network, which in the UK has included new business for AXA, Clarks shoes and Admiral Insurance.
MPG is also involved in a two-way battle against Mediaedge:cia for Danone’s estimated £300m global media business and is also vying for the £70m EDF account in Europe.
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