G. Yafit

Yafit Greenberg (Hebrew: יפית גרינברג‎, born 1951), commonly known as G. Yafit (Hebrew: ג. יפית‎, 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.

gollark: If we actually understand things like that well enough to create them from scratch, we may be able to construct them *without* annoying human problems.
gollark: Why?
gollark: It would have magic nanotechnology™ on board so it would magically™ self-repair.
gollark: The easiest way would probably just be to send scanned brains over via starwisp or something.
gollark: Quite possibly.

References
  1. Lauder to sell Channel 10 stake to Yafit Greenberg Globes, 17 November 2013
  2. About Us Archived 2011-07-21 at the Wayback Machine G. Yafit (in Hebrew)
  3. Orna Coussin (8 March 2006). "A woman's work is still not done". Haaretz. Retrieved 13 January 2014.
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