Piro, Inc.
New York creative and digital agency registered under FARA in 2026 as a subcontractor of Havas Media Germany on behalf of Israel's Government Advertising Agency
| Piro, Inc.
| |
|---|---|
| Type | New York corporation (formed 19 July 2010) |
| Founder(s) | Daniel M. Rosenberg; Timothy Piper |
| Headquarters | 244 Fifth Avenue, Suite 2144, New York, NY 10001, United States |
| Industry | Creative agency, digital content |
Piro, Inc. is a New York creative agency. On 2 June 2026 it registered under the Foreign Agents Registration Act (FARA), registration number 7732. Its principal is "Havas Media Germany GmbH on behalf of the Israel Government Advertising Agency (LaPam)". It holds work orders worth $1,000,000.[1][2][3]
Ownership
The registration describes the company as a New York corporation formed on 19 July 2010. Its co-founders and co-presidents, Daniel M. Rosenberg and Timothy Piper, each own 50 per cent. The Israeli officials named are Eran Shayovitch and Guy Getz.[1][2] Responsible Statecraft identifies Eran Shayovich as chief of staff at the Israeli Foreign Ministry.[4]
Work orders
A Havas work order headed "Digital Storytelling Pilot", dated 30 April 2026, engages Piro to provide "digital content strategy, creative development, video production oversight, and campaign advisory services in connection with a pilot digital communications program". It states that "All content is developed for distribution via digital and social media platforms in the United States."[2]
| Order | Item | Amount (US$) |
|---|---|---|
| Digital Storytelling Pilot (30 Apr 2026) | Strategy and content development | 190,000 |
| Production oversight and creative direction | 80,000 | |
| Production hard costs (crew, talent, locations, post-production) | 400,000 | |
| Distribution advisory and programme evaluation | 95,000 | |
| Strategy and media consultation | 35,000 | |
| Measurement and analytics | 100,000 | |
| Fact-Based Content Initiative (20 July 2026) | Two monthly instalments of $50,000 | 100,000 |
| Total | 1,000,000 |
The second order describes "a fact-based public-information content initiative undertaken on behalf of the Israel Ministry of Foreign Affairs" to "develop and disseminate accurate, substantiated, and accessible content concerning Israel and other relevant subjects identified by the Client and the Israel Ministry of Foreign Affairs".[3]
An amendment filed on 19 October 2026 revised the fee of one short-form registrant, Doron Storfer, to a fixed $14,000.[5] Other short-form registrants include Aron Fried, Carlos Eduardo Wigle, Eli Noah Staiman, Hai Tran and Ashira Solomon.[6]
Websites
Piro's FARA informational-materials filings include two websites that the Ministry of Diaspora Affairs also lists in its "Iron Web" directory.[7]
- IsraelFact (israelfact.com). It states: "Israel pays for this site. We are registered as a foreign agent."[8][9]
- Hanover Institute for Public Policy. It describes itself as a research institute and refers to FARA "registration 7732". It says its research predates the Israeli funding.[10][11]
Press coverage
The Guardian reported that Piro "is contracted for $1m across two work orders", a sum "dwarfed by the spending on the wider campaign it belongs to". It quoted co-founder Daniel Rosenberg as saying that the firm was retained "to put accurate, sourced facts into the public record and to counter misinformation about Israel with verifiable information".[12] (Journalistic.) Responsible Statecraft described Rosenberg as the producer of Spike Lee's film Inside Man.[13] (Critical.)
See also
- Iron Web
- IsraelFact
- Hanover Institute for Public Policy
- Havas Media Germany
- Government Advertising Agency (Israel)
- Clock Tower X
Notes
- ↑ 1.0 1.1 Piro, Inc., Registration Statement (FARA no. 7732) FARA eFile, US Department of Justice, 2 June 2026. FARA filing (primary).
- ↑ 2.0 2.1 2.2 2.3 Piro, Inc., Exhibits A and B: Digital Storytelling Pilot work order FARA eFile, 2 June 2026. FARA filing (primary).
- ↑ 3.0 3.1 3.2 Piro, Inc., Exhibit B: Fact-Based Content Initiative work order FARA eFile, 29 July 2026. FARA filing (primary).
- ↑ Nick Cleveland-Stout, Mysterious 'peace' groups are sending Americans pro-Israel texts Responsible Statecraft, 9 February 2026. Critical.
- ↑ Piro, Inc., Amendment to Registration Statement FARA eFile, 19 October 2026. FARA filing (primary).
- ↑ US Department of Justice, FARA registrant documents (bulk data) FARA eFile, accessed 20 October 2026. Official (primary).
- ↑ Ministry of Diaspora Affairs and Combating Antisemitism, Iron Web govextra.gov.il, accessed 20 October 2026. Official (primary).
- ↑ IsraelFact, About and funding israelfact.com, accessed 20 October 2026. Partisan.
- ↑ Piro, Inc., Informational Materials (IsraelFact) FARA eFile, 23 August 2026. FARA filing (primary).
- ↑ Hanover Institute for Public Policy, About and Funding hanoverinstitute.com, accessed 20 October 2026. Partisan.
- ↑ Piro, Inc., Informational Materials (Hanover Institute) FARA eFile, 11 September 2026. FARA filing (primary).
- ↑ Jason Wilson, Fake US thinktank set up and funded by Israel sought to game AI for propaganda The Guardian, 26 August 2026. Journalistic.
- ↑ Nick Cleveland-Stout and Julian Cooper, Israel targets X users, right-wing media with $2 million ad push Responsible Statecraft, 22 July 2026. Critical.