Ruth Rosenberg, a well-respected creative director at Broadway advertising and marketing agency Serino Coyne Inc, died suddenly following a car accident on Friday, March 2 at the age of 46. The SUV containing Rosenberg and fiancé Alan Heifetz, who also died, slid off the road after hitting a patch of black ice in Sullivan County, New York.
"Ruth Rosenberg was so much more than just a creative director at Serino Coyne," said Serino Coyne CEO Nancy Coyne, in a statement to Broadway.com. "She was a producer's best friend. Every show she 'sold' she sold from the heart. Her agency family is so very diminished by her loss. And the theater will be missing the sweetest cheerleader it ever knew."
A 17-year veteran of the Broadway ad agency, Rosenberg's tenure was a genuine success story. She began as assistant to principal Matthew Serino in May 1990, moving up to coordinator for the agency's fledgling corporate press division. A particularly hilarious monologue, written and performed by Rosenberg at that year's in-house Christmas party, attracted the attention of Coyne. Rosenberg then joined the creative department as a junior copywriter, advancing quickly to copywriter, senior copywriter, and finally, to her position as one of the agency's creative directors, a title she had held since 2002.
Rosenberg's work contributed greatly to the sales of thousands of tickets to dozens of Broadway shows, including Wicked, The 25th Annual Putnam County Spelling Bee, Mamma Mia!, Beauty and the Beast, A Chorus Line, Talk Radio and the upcoming The Little Mermaid.
Rosenberg is survived by her mother, Ellen Rosenberg, two sisters and two brothers.
