Joyce Beber, co-founder in 1972 of the famed Beber Silverstein ad agency in Miami, died Sept. 17 at age 80 of leukemia.

Beber became famous for her advertising work for hotelier Leona Helmsley and for creating the slogan "Florida: The Rules are Different Here," among other well-known ad campaigns. Her ad agency became one of the largest in the Southeast.

Beber appeared on the cover of Florida Trend magazine in December 1976.