“It all began with a deep sea fishing trip with my wife and friends off the coast of Cabo San Lucas, Mexico, in 1999,” said David Hazeltine, President and CEO of Yellowfin Direct Marketing.

“The weather was hot and the fish were running.  'Los Cabos' lived up to its reputation for great sports fishing.  We caught 32 Yellowfin tuna in a matter of hours, each weighing in at between 18 and 30 pounds.

Yellowfin tuna are powerful, and famous for their strength and speed – traits that are inherent in any successful company. 

When I started making plans to open an agency, I spent a lot of time thinking about the image and atmosphere that I wanted to create.  I wanted this agency to be known for its creativity, with an innovative name and a colorful logo that would be remembered and, frankly, remarkable.  I wanted a company in which employees would be challenged to work hard, but also have a good time.  And I thought that the right name would go a long way toward defining our culture. 

I considered many names… but when Yellowfin came to mind, I knew I had a keeper."

-David Hazeltine