Beach? That’s an unusual name for an agency. It started as an inside joke among some fellow (large agency) employees. We had all risen to a level where our focus was not on the work, but on profits; not on people, but on money; not on what the client should do, but what was best for the agency.

We joked that it would be great if we had just a few select clients and if we could brainstorm the work “from the beach.” And so, when meetings took control, "FTB" became our code.

Beach officially started after the Chicago-based promotional firm, Frankel shut its Detroit office and Rex Smith picked up by doing freelance work. Shortly, he had more than he could handle.

So he recruited familiar, experienced people with a similar mindset. People who wanted to create a place where everyone wants to work; where results are more important than time put in; where client satisfaction and results are critical; where everyone is encouraged to spend time with their families and favorite causes. We worked on a number of projects before our first large project came along – General Motors asking us to develop a Ryder Cup direct mail program. We haven't looked back since.

We have since officially changed the name from FTB to Beach Communications. And our vision of doing the work from the beach has changed – because we find great satisfaction HERE. At our Beach.