First, of course, there was that smile … the miles of smile. Then the hand on your shoulder, followed by the bear hug that showed you – with such genuine affection – exactly what he thought of you, before the inevitable, “Hey, Buddy!” (Replaced with “Honey,” if you were a woman…). And so it was to be greeted by Fran Ford, who made you feel as if you were the most important person to him.

An industry icon of the highest order, Ford -- president of Castelli USA -- passed away on Monday, May 21 after a long illness. He is survived by his beloved wife, Theresa, and her three children Tiffany, Lauren and Kenny. He is also survived by siblings: Matthew; Michael; Leslie; Dan Hackett and family; Lisa; Dub Winn and family; Patricia Ford; Jim Caler and family; Mary Hansen and family; Jim ; Kathleen Ford and family; and Ray Zimmerman (husband of deceased sister Lorraine Zimmerman).

“Fran had the unique ability to make you feel like you were the only person in a room of 500 people,” said Tim Andrews, ASI’s president/CEO. “You could tell him your most vexing problems, he would probe to understand what you were really saying, and then he would give you the best advice anyone could, drawn on his decades of living, working, selling, managing. And then he would follow-up – by phone, text, email, in person – to see how things had gone and what more he could do to help. No matter the situation, he always remembered what you had last spoken about, what your frustrations or problems were, what you were celebrating or looking forward to.

“Since trading texts a few days ago with Fran, I’ve been thinking how I would react when he passed. Fran was thoughtful, selfless, a great listener and adviser, and a person who would help others with absolutely no expectation of getting anything in return. Those are his lessons for me, and lessons I’m going to try harder to embrace every day as a way of celebrating his life.”

A member of Counselor’s Power 50, Ford was given ASI’s Lifetime Achievement Award in 2012, named to PPAI’s Hall of Fame in 2015 and Proforma’s Hall of Fame in 2016. But what everyone will remember about him, no doubt, is the jaw-dropping number of people he mentored throughout his 43 years in the industry.

“Fran was someone who made everyone feel like they could change the world,” said Shumsky’s Jill Albers, who Ford mentored since she started in the industry at the age of 21. “His passion for the industry inspired me and so many others, and he is truly why I initially got hooked on promo. He shared so much knowledge and was always there when you needed an ear. Fran was selfless and always focused on making others feel important. I will miss him dearly.”

A myriad of others acknowledged Ford’s special talent for making everyone feel cherished. “Fran Ford was the shining example of how to live, love and give back,” said Chuck Fandos, CEO of the Facilis Group. “He always made you feel like the most important person in the world. He volunteered for everything, mentored scores of people and had hundreds of friends. I consider myself lucky – blessed – to be one of Fran’s friends. He’s the person I always tried to emulate as a human being in relationships and a member of this industry, and was joy personified. Full stop. He endured over 100 chemo treatments and was the most positive person I have ever met. Fran, your memory and stories and laughter will live on inside so many of us. Thank you, and now that you can swing pain free, hit ‘em straight buddy.”

Memo Kahan, president of PromoShop, pointed out that Ford was that special person who always thought of everyone else before himself. “He was a true selfless artist at work, at all times,” Kahan said. “He will always be part of my life, as I am thankful for everything he did for me, my family and my company. Anytime I hear the word ‘Buddy,’ Fran will be present.”

Ira Neaman, president and owner of Vantage, would host Studio 54-esque parties with Ford during PPAI’s Dallas Show and remembers him as “one of the greats.” “His presence and his inspiration made us all strive to be better,” Neaman said.

Tim O’Boyle, president of PCNA’s subsidiary JournalBooks, shared this anecdote which reiterates the immense influence Ford had on the people in his life: “When I was a young boy I hid the fact that my middle name is Francis,” recounted O’Boyle. “There weren’t a lot of boys named Francis. Then one day I met ‘Francis’ Ford. It was more than 25 years ago and he was larger than life. Over the years Fran became a dear friend and great mentor. He was always there to coach me with challenges and opportunities. He was a great listener, embodied grace and humility, and was a pure example of the power of optimism and positivity. He gave back to the industry more than anyone I know. He will truly be missed and I’m now proud to use my full name -- Timothy Francis O’Boyle.”

Bob Waldorf, who ran the top CA-based distributor Idea Man before selling to HALO, has known Ford for 40+ years and considered him one of his closest friends. “There are no words to adequately express my appreciation, admiration and respect for Fran,” Waldorf said. “You’d be hard-pressed to find someone more loyal, or a better friend. He was just the best, and simply irreplaceable.”

In closing, I’d like to share this classic moment, courtesy of Chuck Fandos: “I remember Fran and I did a session on volunteering one year at PPAI’s Expo and some guy asked Fran, ‘Why would you volunteer and give your time?’ Fran got pissed and shot back, ‘Why wouldn’t I volunteer? This industry has given me everything in life – why the hell wouldn’t I do all I could to give back and help others?’ It was a bitch slap of epic proportions and it epitomized who Fran was.”

I think it’s fitting, for someone who cast such a tall shadow in the industry, to remember these direct quotes courtesy of Fran the Man himself, from his Counselor Power 50 Q&A last year:

Q: What’s the single most important trait a leader can have, and why?
FF: Love and compassion are the greatest tools that a leader can have. With these, people will want to follow you.

Q: What are your top personal and professional goals over the next 12 months?
FF: My personal goal is to be a better husband, stepfather and friend. Professionally, I want to share what’s in my brain with as many people as I can.

Q: What do you want your legacy in the industry to be?
FF: That I was a man who gave more than he took.

Indeed, Mr. Ford. Indeed. 

The funeral Mass honoring Fran Ford will be held at St. Theresa’s Catholic Church (5045 E. Thomas Road, Phoenix, AZ 85018) on Wednesday, May 30 at 10:00 am, followed by a Celebration of Life at the Arizona Country Club (5668 East Orange Blossom Lane, Phoenix, Arizona 85018) in the ballroom at 11:15 am.

In lieu of flowers, please send donations to the following PPAI scholarship: Honoring Fran Ford, CAS. To make a pledge, contact Sara Besly at sarab@ppai.org or 972-258-3097. Please include the amount to be pledged and Sara will follow up with you.

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