A new take on being an SOB

Attention Broward shoppers: Now you can wear your social responsibility and community spirit on your shirt, your hat or on your mask. Now SOB means Supporter of Broward, courtesy of the Six Pillars Broward initiative, Broward County’s community-led economic development plan. Its message: Buy local and consistently.

Luciano Todeschini and Joseph Hovancak lead SOB—a 90-day economic-shot-in-the arm campaign that strives to restart local spending by regaining consumer confidence. Its goal is to demonstrate that spending can be safe—and retail therapy is a mood elevator that’s surely needed during these times.

Since the campaign has launched, much has been accomplished. From wrapped buses and light posts prominently displaying and advertising the campaign, to the Water Taxi navigating the waterways with banners, to billboards along the side of I-95, to a robust website (www.proudsob.com) that features great casual merchandise, the campaign is making its way to the four corners of the county, and beyond. Both the campaign and Six Pillars Broward are housed out of the Greater Fort Lauderdale Foundation, a 501c3 nonprofit.

Its most recent accomplishment has been the launch of a social media contest: SOB is giving away $10,000 to local businesses, and is asking its neighbors to help play a pivotal role in making sure that beloved merchants remain open for years to come. When you visit SOB’s Facebook or Instagram page—and like and share the contest’s post, then tag your favorite local business—you will be able to win a $25 gift card. And the satisfaction that comes from doing your part for the community.

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Drew Limsky

Drew Limsky



Drew Limsky joined Lifestyle Media Group in August 2020 as Editor-in-Chief of South Florida Business & Wealth. His first issue of SFBW, October 2020, heralded a reimagined structure, with new content categories and a slew of fresh visual themes. “As sort of a cross between Forbes and Robb Report, with a dash of GQ and Vogue,” Limsky says, “SFBW reflects South Florida’s increasingly sophisticated and dynamic business and cultural landscape.”

Limsky, an avid traveler, swimmer and film buff who holds a law degree and Ph.D. from New York University, likes to say, “I’m a doctor, but I can’t operate—except on your brand.” He wrote his dissertation on the nonfiction work of Joan Didion. Prior to that, Limsky received his B.A. in English, summa cum laude, from Emory University and earned his M.A. in literature at American University in connection with a Masters Scholar Award fellowship.

Limsky came to SFBW at the apex of a storied career in journalism and publishing that includes six previous lead editorial roles, including for some of the world’s best-known brands. He served as global editor-in-chief of Lexus magazine, founding editor-in-chief of custom lifestyle magazines for Cadillac and Holland America Line, and was the founding editor-in-chief of Modern Luxury Interiors South Florida. He also was the executive editor for B2B magazines for Acura and Honda Financial Services, and he served as travel editor for Conde Nast. Magazines under Limsky’s editorship have garnered more than 75 industry awards.

He has also written for many of the country’s top newspapers and magazines, including The New York Times, Washington Post, Los Angeles Times, Miami Herald, Boston Globe, USA Today, Worth, Robb Report, Afar, Time Out New York, National Geographic Traveler, Men’s Journal, Ritz-Carlton, Elite Traveler, Florida Design, Metropolis and Architectural Digest Mexico. His other clients have included Four Seasons, Acqualina Resort & Residences, Yahoo!, American Airlines, Wynn, Douglas Elliman and Corcoran. As an adjunct assistant professor, Limsky has taught journalism, film and creative writing at the City University of New York, Pace University, American University and other colleges.