Moshe Theumim is the Co-Founder of Mifalot Education and Social Project. He studied psychology, sociology, and communications, Tel Aviv University; he studied business administration and received and MA in psychology, US. In 1979, Moshe co-founded Gitam Porter Novelli, the first PR firm in Israel partnered by an international agency. He also founded BBDO IM, an advisory and strategy company. Moshe is the Chairman of Gitam BBDO and Gitam Porter Novelli. He is the personal consultant to Israeli public figures, businessmen and politicians, including Prime Ministers. He later purchased soccer club Hapoel Tel Aviv with two friends, turning it into a leading soccer team.