Beber Silverstein Group

Joyce Beber, born Joyce Sacks, (November 20, 1929 - September 17, 2010) was an advertising executive who co-founded the Beber Silverstein Group and created numerous memorable campaigns for the Helmsley group of hotels,. The campaigns successfully promoted Leona Helmsley and her hotel chain; Beber was hired and fired four times by Helmsley.

Born in Brooklyn, Sacks attended yeshiva prior to moving to Manhattan. She earned her bachelor's degree from Purdue University, and received a master's degree in journalism from the Columbia University Graduate School of Journalism. While working in social services at New York City's Mount Sinai Hospital, Sacks met her husband to be, Charles Beber, an intern then who became a gerontologist. They married in 1956, and moved to Miami two years later.

In 1962, she met Elaine Silverstein, with whom she would co-found Beber Silverstein & Partners ten years later, at a time when women headed few agencies, investing $7,000 into the business. With two children in elementary school and no prior plans to start a career, Beber decided to go into the advertising business after hearing a speech in 1971 by Gloria Steinem about women's rights. She got some training from a cousin who owned an advertising agency and started the firm in 1972, where their first client was the American Jewish Committee.

The firm won many accounts, including Florida Power & Light, the National Education Association, Humana, Steinway & Sons, Paramount Pictures, the National Organization for Women and Knight-Ridder. The firm also did iconic (and controversial) campaigns for the State of Florida, with the slogan "Florida. The rules are different here." being interpreted as encouraging lawbreaking. She also developed tourism campaigns for Miami that said "Miami. See It Like a Native", a poster of a woman from behind wearing only snorkeling gear and a bathing suit bottom, and acampaign that used the slogan "Miami's For Me". The firm's annual billings reached $100 million.

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