G. Yafit
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 G. Yafit Template:He icon
- ^ Orna Coussin (8 March 2006). "A woman's work is still not done". Haaretz. Retrieved 13 January 2014.