Wix, an Israeli cloud-based development platform and tools company known for its creative U.S. Super Bowl television advertisements, has acquired the Tel Aviv-based creative agency that worked on its 2016 Super Bowl campaign featuring Kung Fu Panda, and the Doritos Towel Bag. 

Gefen’s team will join Wix’s marketing department to form a new creative group led by Eran Gefen, founder of Gefen Team, who steps in as vice president of creative at Wix. “The team will be solely focused on Wix,” he said. 

Through the years Gefen has received seven Cannes Lions, a Gold Clio and a Gold Effie award, and was recently appointed to the jury of Cannes Lions festival in the Innovation Lions category.

The new in-house agency that becomes part of the Wix marketing group aims to work with the company to become a top 100 brand, similar to some of the company the Gefen Team has supported through the years.

Gefen Team has created content, advertising campaigns, and consumer marketing campaigns for global brands such as Coca-Cola, SodaStream, Microsoft, Kimberly-Clark, Outbrain, and Doritos.  

One campaign includes Diet Coke: Extraordinary Collection, which features two million uniquely designed bottles. 

Wix supports more than 150 million registered users worldwide, earning about $604 million in annual revenue in 2018. Gefen did not publicly disclose revenue.  

And while the Gefen Team will support Wix as its in-house agency, there are no immediate plans for the Gefen Team services to become available to Wix users.