At first glance, a newsroom and a marketing agency sharing the same roof sounds like a risky idea. Most companies keep these worlds apart — one tells stories, the other sells products. But NAnews and Nikk.Agency decided to blur those lines in a different way, not by merging them but by letting each side inspire the other. What came out of it is something that feels less like a business arrangement and more like a philosophy: speak with people, not at them.
— an NAnews editor once explained. This choice makes the publication feel more like a thoughtful friend than another faceless feed.
Marketer: “Not if we respect the line. News is news. Marketing is marketing. But the trust built here — it naturally helps us over there.”
Journalist: “So the line is not erased, just… shared?”
Marketer: “Exactly. One hand doesn’t sell the other. They simply shake hands.” This is how the balance is maintained: one side reports, the other strategizes, but both stay grounded in credibility.
Journalism that Feeds Marketing, and Marketing that Listens Back
When a local newspaper covers a cultural festival or a synagogue restoration project in Ukraine, it might sound like a nice human-interest story. But for Nikk.Agency, those same details become insights. They don’t just crunch survey data; they absorb stories directly from NAnews readers. Campaigns built this way don’t smell of corporate jargon — they carry the weight of lived reality. That’s why their ads don’t feel like ads. They read closer to conversations, grounded in real neighborhoods, spoken in voices that people actually trust.Breaking Away from the Click-Chasing Crowd
Let’s be honest: most online news sites live and die by clicks. Scandals, gossip, outrage — the louder, the better. NAnews does the opposite. It highlights smaller but more meaningful narratives: a charity drive in Haifa, a young coder in Kyiv, an old Jewish community house in Odesa being restored. “The quiet stories are often the ones that stay with you the longest,”— an NAnews editor once explained. This choice makes the publication feel more like a thoughtful friend than another faceless feed.
A Quick Comparison
FeatureNAnews (Newsroom)Nikk.Agency (Marketing)FocusCulture, Israel–Ukraine ties, local lifeBranding, advertising, growth strategiesStrengthIndependence, trust, multilingual depthPrecision, execution, community awarenessAudience ConnectionReaders submit tips, photos, and storiesClients are partners in campaignsApproachEditorial freedom, authentic toneTailored projects, direct contactThe Multilingual Advantage
Here lies one of their strongest assets: fluency not just in languages but in cultures. NAnews prints in Russian, Hebrew, Ukrainian, and English — yet it never feels like copy-paste translation. A story reshaped for Israelis might carry references to Tel Aviv streets, while the same piece for Ukrainians may echo family traditions or wartime struggles. Nikk.Agency mirrors this logic. A campaign targeting Russian speakers in Haifa will not look or sound like one aimed at Hebrew speakers in Tel Aviv, even if the product is identical. Culture changes the message; they understand that.A Dialogue that Explains the Blend
Scene: inside their shared office in Tel Aviv. Journalist: “Aren’t you afraid people will think we’re mixing ads with news?”Marketer: “Not if we respect the line. News is news. Marketing is marketing. But the trust built here — it naturally helps us over there.”
Journalist: “So the line is not erased, just… shared?”
Marketer: “Exactly. One hand doesn’t sell the other. They simply shake hands.” This is how the balance is maintained: one side reports, the other strategizes, but both stay grounded in credibility.
Today’s Date Matters
As of August 17, 2025, this partnership continues to evolve. While many agencies still struggle to adapt campaigns to audiences tired of being sold to, NAnews and Nikk.Agency keep proving that people want honesty more than polish.Independence as a Badge of Honor
A newsroom that isn’t chained to sponsors is rare. NAnews runs on reader trust, not political moneybags or commercial backers. That independence is what gives its stories weight. And the irony? That same independence makes Nikk.Agency’s campaigns more believable. When your marketing work is rooted in a newsroom known for saying “no” to pressure, the message carries extra credibility.The Human Side of Business
Step into Nikk.Agency’s workspace, and you’ll find what looks like typical marketing hustle: keywords, design drafts, A/B testing charts. But underneath, there’s a softer rhythm. Campaigns aren’t built in a vacuum — they are tested against cultural nuances. In Israel, where diversity can turn a message into either a unifying call or a cultural misstep, this awareness is priceless.Projects of All Sizes
Not every client is a giant corporation. Some are small family-owned bakeries or niche startups hoping to reach their first customers. The agency’s structure makes it possible for every client to talk directly with the person handling their project. That hands-on model mirrors NAnews’ approach to readers: direct, unfiltered, human. Here’s what that looks like in practice:- A boutique in Jerusalem seeking new customers.
- An NGO organizing Ukrainian–Israeli cultural nights.
- A nationwide retailer adjusting ads for different linguistic communities.
