Jeff Saperstein

This eulogy was written for my dear friend Ron Berman.

I have known Ron for 40 years. He took me under his wing while he was Creative Director at FCB and I was a cub account executive.

Ron became my mentor, friend, collaborator in what we could call “the fellowship of endeavors”. We were always creating new projects for ourselves to better the world.

Ron had a “largesse of spirit” that made everyone want to be with him and a goodness, leavened with humor, that he acted on every day. He had a sense of play, fun, and did not take himself too seriously even though every organization sought his leadership, every client sought his work, and every friend sought his time.

One of our many activities together was a monthly dinner date that we continued for almost all those 40 years: think of it as 400 dinners, 2-3 hours each, in constant conversation. I do not want to even calculate the vodka and wine consumed.

We talked about many things, but first and fore most his love of his family. He lovingly talked about Ellie, Nancy, Debbie, grandchildren, son in-laws, cousins, and I learned so much of what devotion meant by just listening to Ron.

You know him as a wonderful family man: good friend, leader, and all- around mensch. He is appreciated by all as brilliant, witty, inspiring, and engaging; we all wanted more Ron in our lives.

Here are several stories that show Ron in action.

I helped arrange a 45 b-day party for Ron. We held it in one of his favorite hangouts The Washington Square Bar and Grill (WashBAG): I was seated next to Ron facing the group. As speeches began extolling Ron, he whispered to me, “At some point, I fired everyone in this room”. That was Ron, always improvising irreverent humor in any situation.

Ron worked for 26 years at FCB and was one of the most highly regarded executive creative directors in the business. After he announced he was leaving the agency, John O’Toole, the FCB Chairman booked a plane seat next to Ron, so he could implore him not to leave the agency. In a business so fickle and feckless, this gesture by O’Toole would be extraordinary. But what is so Ron Berman is when he told me this over dinner he was humbled and ashamed for O’Toole. He said, “I really did not want him to do that.” Rather than a feather in his cap, Ron felt the tug of his relationship to O’Toole, and did not relish turning him down.

Ron was a leader in so many of the organizations and causes he championed. One of his great skills was the ability to solicit large funds through face to face solicitation, all the while respecting the person and actually enhancing his relationship. Once he brought me along to watch him solicit a major figure in the media business. In Ron’s way he surprised the prospect by saying, “I want you to help me break the law”. He then transitioned into explaining that one of the ways our money was used was to bribe officials in Somalia, Iran or elsewhere to smuggle Jews out to resettle in Israel. Ron then asked for a huge sum. I saw this executive go silent as he had to struggle to meet the ask. What was never in doubt was Ron’s commitment and authority to represent the Jewish people in this moment of truth. Whether for Glide Foundation, ADL, Federation, or any number of the organizations he raised money for, his credibility as the committed Shaliach (representative) of that cause made us all want to do more. He made us stretch in our giving and caring in so many ways.

Perhaps the greatest endeavor Ron and I had was our assignment to create the ads for Operation Exodus for the rescue, resettlement and renewal of Soviet Jews. We travelled together to Warsaw, Moscow, Budapest and Israel along with the Campaign Chairs for the national effort that eventually raised $1 billion. Ron considered it the ad work he was most proud of.

During our time in Jerusalem we went to the well-known Ocean restaurant. In walks Mayor Teddy Kolleck and Larry Tisch, NY real estate Mogul. They come directly to our table and start a conversation with Ron about SF politics as if they were next door neighbors. Of course, Ron charmed them, and then called over the waitress who was startled to see the celebrities at her table. He requested her to tell those people to stop bothering us, and he laughed with her at his self-effacing humor. That was Ron, who could schmooze with those high in power and prestige, yet not be pretentious, and enjoying the moment with everyone.

I once asked Ron about what he learned from his Dad, Henry, that he remembered and tried to emulate in his life. He said that Henry learned to put people at ease. Ron showed me and others how to do that as one of his most distinguishing legacies. No matter the station in life or role that person played, Ron made him or her feel like they were both in on the joke.

May we who all knew him take forward wonderful memories of our Ron, become better for it moving forward: to take in life with compassion to help those in need with love, joy, and a great sense of fun.