Michael Fortuna

He is survived by Kathleen Fortuna, his beloved wife of 42 years, his sons Christopher Fortuna, his wife Ashlyn, and their son Nico of Los Angeles, CA; Matthew Fortuna, his wife Paula and their children Natalia, Isabella and Alexander of Rowayton, CT; Peter Fortuna, his wife Allison and their son Arlo of Williston, VT; and his daughters Rose Fortuna, her husband Rick Waldron and their daughter Florence of Jamaica Plain, and Anna Fortuna of Quincy.

Michael was predeceased by his parents Peter Fortuna and Virginia Fortuna of Weymouth and brothers Peter Fortuna of Weymouth and John Fortuna of Hingham. He is survived by his sisters Marie Christmas, her husband Roy and their children of Weymouth, and Anne Iacobucci, her husband Paul, and their children of Carlsbad, CA. He is also survived by Kathleen’s three sisters and two brothers, and their families.

Michael was a graduate of BC High, and upon graduation from Stonehill College, his father enticed him to enter the insurance business. He learned quickly that he didn’t want a career in underwriting, but rather one in creative writing.

He applied for and secured a writing position at Rust Craft Greeting Cards in Cleveland, Ohio, where he introduced a fresh writing style that spoke to the joy of life’s celebrations as well as compassion for life’s tragedies. Feeling the draw of New England, he decided to visit advertising agencies on a trip home to explore possible work as a copywriter. His first interview was Cabot Advertising, one of Boston’s oldest and established agencies. He presented himself and his writing samples and was hired before leaving the building. At Cabot, he rose quickly from Junior Copywriter to Creative Director. His writing style was unique. He didn’t just sell…he found a way to place a client’s product or service meaningfully into the life of a consumer.

His growing reputation caught the eye of cross town rival Hill Holiday Connors Cosmopulos who recruited him as VP/Associate Creative Director. At HHCC, he contributed to the agency’s impressive growth and creative reputation. It was then he began entertaining thoughts of his own agency and in 1981, launched Emerson Lane Fortuna (ELF) with partners Dick Emerson and Keith Lane. In 10 years ELF became one of Boston’s fastest growing agencies with a reputation for great creative, great clients, and a great place to work.

In 1991, ELF was acquired by Arnold Advertising (now Arnold Worldwide). After several years at Arnold, Michael’s entrepreneurial spirit led him to start his own agency from his home office in Scituate, focusing on the financial service sector. The move allowed him more time to spend with family and more actively pursue his creative writing interests. He regularly wrote poetry, authored his first novel, Brimfield, and more recently, his book "care.giv.er defined", a book that honors the important work of all caregivers.

In the last week of his life, he distributed copies of care.giv.er defined to those who cared for him at Brigham and Women’s Hospital. It was a generous last act that placed him meaningfully into the lives of his caregivers, as well forever in the hearts of his loving family and dear friends.

A “Celebration of Life” for family and friends is being planned for this summer.

In lieu of flowers, the family requests donations be made in in the name of the Fortuna family to Road to Responsibility Inc. 1831 Ocean Street, Marshfield, MA 02050.

Family and friends are encouraged to offer their support by visiting www.richardsongaffeyfuneralhome.com to share a special memory or message.