G. Yafit: Difference between revisions
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Greenberg was born in [[Bnei Brak]] in 1951 to a traditionalist Jewish family who had [[aliyah|immigrated]] from [[Tripoli]] in [[Libya]], and was one of five daughters. She studied geography and education at [[Bar-Ilan University]]. Greenberg began working as an accountant at for [[Hilton Hotels]]. |
Greenberg was born in [[Bnei Brak]] in 1951 to a traditionalist Jewish family who had [[aliyah|immigrated]] from [[Tripoli]] in [[Libya]], and was one of five daughters. She studied geography and education at [[Bar-Ilan University]]. Greenberg began working as an accountant at for [[Hilton Hotels]]. |
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She switched to advertising, establishing the G. Yafit company in 1977.<ref name=about>[http://g-yafit.co.il/us.asp About Us] {{Webarchive|url=https://web.archive.org/web/20110721135058/http://g-yafit.co.il/us.asp |date=2011-07-21 }} G. Yafit {{ |
She switched to advertising, establishing the G. Yafit company in 1977.<ref name=about>[http://g-yafit.co.il/us.asp About Us] {{Webarchive|url=https://web.archive.org/web/20110721135058/http://g-yafit.co.il/us.asp |date=2011-07-21 }} G. Yafit {{in lang|he}}</ref> The company initially posted advertisements in newspapers, the first of which was an advert for [[Tadiran]] [[refrigerator]]s in ''[[Yedioth Ahronoth]]''.<ref name=about/> When [[Channel 2 (Israel)|commercial television]] began broadcasting in 1993, she began offering low-cost advertisement slots in a similar style to the newspaper adverts. Her unusual advertising style<ref>{{cite news |author=Orna Coussin |url=http://www.haaretz.com/culture/arts-leisure/a-woman-s-work-is-still-not-done-1.182109 |title=A woman's work is still not done |newspaper=Haaretz |date=8 March 2006 |accessdate=13 January 2014}}</ref> sees her front the advert herself to talk about the product. In recent years her daughter-in-law, Maya Yeshayahu, has appeared alongside her in the adverts. |
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In June 2014 a group of investors led by G. Yafit acquired the [[Steimatzky]] bookstore chain from [[Markstone Capital Partners]]. |
In June 2014 a group of investors led by G. Yafit acquired the [[Steimatzky]] bookstore chain from [[Markstone Capital Partners]]. |
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Revision as of 13:15, 4 January 2020
Yafit Greenberg (Template:Lang-he, born 1951), commonly known as G. Yafit (Template:Lang-he, Gimmel Yafit), is an Israeli businesswoman specialising in advertising.[1]
Life and career
Greenberg was born in Bnei Brak in 1951 to a traditionalist Jewish family who had immigrated from Tripoli in Libya, and was one of five daughters. She studied geography and education at Bar-Ilan University. Greenberg began working as an accountant at for Hilton Hotels.
She switched to advertising, establishing the G. Yafit company in 1977.[2] The company initially posted advertisements in newspapers, the first of which was an advert for Tadiran refrigerators in Yedioth Ahronoth.[2] When commercial television began broadcasting in 1993, she began offering low-cost advertisement slots in a similar style to the newspaper adverts. Her unusual advertising style[3] sees her front the advert herself to talk about the product. In recent years her daughter-in-law, Maya Yeshayahu, has appeared alongside her in the adverts.
In June 2014 a group of investors led by G. Yafit acquired the Steimatzky bookstore chain from Markstone Capital Partners.
References
- ^ Lauder to sell Channel 10 stake to Yafit Greenberg Globes, 17 November 2013
- ^ a b About Us Archived 2011-07-21 at the Wayback Machine G. Yafit (in Hebrew)
- ^ Orna Coussin (8 March 2006). "A woman's work is still not done". Haaretz. Retrieved 13 January 2014.