The competitive and cut-throat public relations field in Israel just got a new kid on the block, with new firm OH!Co-founders Hedan Orenstein and Itamar Hoshen are departing from the Rimon Cohen Co. PR firm, and they’ve decided to set out independently and establish OH! The new office is composed of the initials of their two first names, and it will be based at Azrieli Tower in Tel Aviv.The new OH! firm took with them a number of clients from Rimon Cohen — subject to mutual agreement — including the Teddy Sagi Group and law firm DLA Piper, among others.Orenstein, who previously was a partner at Rimon-Cohen, has headed the legal department since its founding 2008, and has worked especially with the Teddy Sagi Group. He was involved in the legal battle over Bernie Madoff’s Ponzi scheme.Hoshen, who was also partner at Rimon-Cohen, previously worked as a news editor for Yediot Ahronot and Israel Hayom, and he has helped advise a number of tech companies.Orenstein and Goshen sought to thank Roni Rimon and Benny Cohen for their tenure at the previous firm. "We have had a warm and loving home for many years, and we cannot speak warmly enough to express our appreciation for what we have received from our founding partners over the years."The two are joining Ran Yechezkel, who has helped advise PricewaterhouseCoopers, Barclays, Poalim Capital Markets and El-Al’s hi-tech investment arm, among other firms.