Celebrating 6 Years of Z2A Digital: From Espresso Shots to Industry Leadership

Six years ago, Z2A Digital started as a bold idea with a simple goal: to bring real results to performance marketing. Today, we stand stronger than ever, backed by a great team, big wins, and an even bigger vision for the future.

But milestones aren't just numbers. As we blew out the candles on Year 6, we wanted to reflect and get a little real with you.

So, we did what any self-respecting agency would do. We put our co-founders, Raphael and Dan, in the hot chair and fired off some rapid-fire questions.

For those who prefer video content (because, let’s face it, long videos are the way to go these days), you can watch it here.

Q&A with Raphael Green & Dan Shabtay

Before data dashboards and client calls, there’s one non-negotiable: espresso. 

It’s not optional. It's the law.

“Espresso first. Need to fill up to get energized,” said Raphael.

“Emails? I get to those later, usually on the train.”

Sound familiar? That’s a typical morning at Z2A. Every team has its rituals. Ours starts with a shot. Of espresso.

If you weren’t in advertising, what would you be doing? 

The answers are unfiltered gold. 

Raphi said “plumber” because “everyone already calls me the plumber at work.” Fair. 

Dan said they’d be teaching kids or coaching soccer, a dream that goes all the way back to wanting to be a pro footballer. 

And honestly? We get it. All the answers had this hands-on, people-first, problem-solving energy. Kind of like how we build campaigns - all in, no half measures, and focused on making things work. 

You’re stranded on a remote island without wi-fi and only one gadget. What’s the one thing you bring?

Raphi said he’d bring a solar-powered Kindle loaded with 1,000 books. Then they both bent the rules and picked an iPad with “satellite LMS access.” Was it cheating? Maybe. But the real answer was Scuba gear. If you’re stuck on an island, you might as well make the most of it.

What did we learn from this? We’re a resourceful team. Creative, mildly competitive, definitely screen-addicted. And 100% okay with that.

Next one. 

Do we scroll more on Tik Tok or LinkedIn?

Yes, we’re on TikTok and yes, we got hooked.

As Raphi put it: “I downloaded TikTok for work. Got addicted. Deleted it.”

But if we had to pick a platform we actually stick with, it’s LinkedIn.

It’s where we connect, build, and stay in the loop.

“LinkedIn, without a doubt,” said Dan.

This is where the industry pulse lives. TikTok might be where we play, but LinkedIn is where we grow.

What’s one habit that keeps you sane during high-pressure moments?

For Raphi, it’s swimming. For Dan, it’s walking along the beach. Just walking, thinking, reflecting, reconnecting with purpose. It’s those small resets that keep the bigger picture clear.

Because when things move fast, you lean on what keeps you steady and when it comes to decision-making, that brings up a bigger question…

In 2025, what matters more: data or instinct?

The short answer: both. The long answer: still both. 

At Z2A, we don’t do “either-or.” We do “yes, and.” 

Dashboards and performance metrics? Absolutely. But also gut instinct, creativity, and the human touch. Dan said, “It’s a hot topic. Me and Raphael talk about it all day. Z2A 2.0 will be built on both.” Enough said.

What’s a recent campaign - not yours - that made you say, “Damn, I wish we did that”?

And while we love what we’ve built, we’re still fanboys at heart. 

For Raphi, it’s definitely Disney’s Stitch campaign. Dan pointed out a few U.S. online banking ads that stood out. Smart, well-executed, and a great source of inspiration for our fintech work.

Stitch Takes Over Santa Monica Pier! | Live Action Lilo & Stitch Movie Promo

Now, attention spans. Shrinking, right? Well, maybe.

Yes, attention is fragmented. Yes, it’s harder to hold eyeballs. But great stories still cut through. Especially when they come from brands that actually mean it. We’re living proof.

Then there’s the classic client line: “Let’s make it go viral.” Our response? “Let’s go for it.” “Most of the time, we’re the ones telling our clients, ‘Let’s rock together’, not the other way around,” said Dan.

So, what’s one thing brands get completely wrong when it comes to budget allocation?

Want to know the #1 mistake we still see? “They don’t spend enough to actually give the campaign a chance to work” said Raphi.

“It’s the attention span. Everyone wants results now. They say, ‘Let’s go viral,’ but the truth is, getting there means testing properly, not shifting budgets every other day. That’s how you allocate the budget the right way.” Dan added, “They need someone like us to give them direction.”

What’s the biggest shift we’ve seen in agency-client relationships over the past year?

Today, it’s all about real partnerships built on transparency, trust, and collaboration. We don’t just run campaigns. We run with you.

And the big question…

What’s the big-picture vision? In 5 years, what do you want people to associate with Z2A?

“We want Z2A to be in the same sentence as the big names - IronSource, AppLovin, Unity. When someone wants user acquisition, they should think of Z2A first.” That’s the bar. And we’re not slowing down until we get there. They both agreed on it. 

If AI were your intern, what’s the first thing you’d have it do — and what’s one thing you’d never let it touch?

“AI is great, but we’d never let it touch the personal connection we have with our clients. That’s all Z2A.” said Raphi.

Can’t believe it’s been six years already. We’ve grown a lot, learned a ton, and had some fun along the way. 

Happy birthday to us, to the work, and to everything we’ve built (and are about to build) together.

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