Yafit Greenberg
Born(1951-08-09)9 August 1951
Bnei Brak, Israel
Died30 November 2021(2021-11-30) (aged 70)
Petah Tikva, Israel
Burial placeKiryat Shaul Cemetery
EducationBar-Ilan University
Occupation(s)Advertiser
Businessperson

Yafit Greenberg (Hebrew: יפית גרינברג; 9 August 1951 – 30 November 2021), commonly known as G. Yafit (Hebrew: ג. יפית, Gimmel Yafit), was an Israeli businesswoman specialising in advertising.[1]

Biography

Greenberg was born Yaffa Maimon[2] 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.[3]

She began working in marketing for Lahitun magazine,[3] before switching to advertising, establishing the G. Yafit company in 1977.[4] The company initially posted advertisements in newspapers, the first of which was an advert for Tadiran refrigerators in Yedioth Ahronoth.[4] 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[5] saw her front the advert herself to talk about the product. Her daughter-in-law, Maya Yeshayahu, also began appearing alongside her in the adverts.[2]

In June 2014 a group of investors led by G. Yafit acquired the Steimatzky bookstore chain from Markstone Capital Partners.[6]

She died of cancer on 30 November 2021 at the age of 70.[2]

References

  1. ↑ Lauder to sell Channel 10 stake to Yafit Greenberg Globes, 17 November 2013
  2. 1 2 3 אשת העסקים והפרסום ג. יפית הלכה לעולמה בגיל 70 Walla, 30 November 1951
  3. 1 2 ג. יפית הלכה לעולמה בגיל 70 Yedioth Ahronoth, 30 November 2021
  4. 1 2 About Us Archived 21 July 2011 at the Wayback Machine G. Yafit (in Hebrew)
  5. ↑ Orna Coussin (8 March 2006). "A woman's work is still not done". Haaretz. Retrieved 13 January 2014.
  6. ↑ Israeli Bookstore Chain Steimatzky Sold to Investor Group Headed by Gimel Yafit Haaretz, 20 June 2014
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