Ask the Scholar
Document scope · 1 page
Scholar
Ask about this object, its catalog metadata, its source description, or the page inventory.
For page-specific OCR and visual context, open one of the page chats.
Scholar Source Context
Document identity
localId
118565248
label
1984 Campaign Advertising (2)
core
doc
dtoType
document
citationUrl
pageCount
1
Source metadata
id
118565248
contentType
document
title
1984 Campaign Advertising (2)
citationUrl
identifierLocal
137
collections
Records of the White House Office of the Deputy Chief of Staff (Reagan Administration)
Michael Deaver's Political Files
thumbnailUrl
largeImageUrl
imageCount
1
hasImages
yes
source
import
hasTranscription
no
Source extras
naId
118565248
coverageEndDate
logicalDate
1985-12-31
year
1985
coverageStartDate
logicalDate
1981-01-01
year
1981
levelOfDescription
fileUnit
recordType
description
ocrSource
nara-archive
Single page context
seq
1
pageIndex
0
type
document
mediaId
cfbeb6286e0ee988
ocrText
Ronald Reagan Presidential Library
Digital Library Collections
This is a PDF of a folder from our textual collections.
Collection: Deaver, Michael: Files
Folder Title: 1984 Campaign Advertising (2)
Box: 67
To see more digitized collections
visit: https://reaganlibrary.gov/archives/digital-library
To see all Ronald Reagan Presidential Library inventories visit:
https://reaganlibrary.gov/document-collection
Contact a reference archivist at: [email protected]
Citation Guidelines: https://reaganlibrary.gov/citing
National Archives Catalogue: https://catalog.archives.gov/
12:00
THE WHITE HOUSE
Roosevelt
WASHINGTON
March 21, 1984
MEMORANDUM FOR MIKE McMANUS
FROM:
MARGIE CRAWFORD
SUBJECT:
Media Luncheon and Meeting Scheduled
for Thursday, March 22, 1984
12 NOON
Media Luncheon w/ Mr. Deaver, Mr. McManus,
Roosevelt Roc
Mr. Lake, Mr. Roger Ailes, Mr. Jim Travis
who is President of Della Femina, Travisano
& Partners Inc. and three creative people.
NOTE: The menu for lunch is attached
and that this meeting is scheduled to
last 1½ hours.
2:00pm
Media Meeting w/
Roosevelt Roo
from the White House: Mr. Deaver
Mr. Baker
Mr. McManus
Mr. Darman
Ms. Tutwiler
from R-B '84:
Sen. Laxalt
Mr. Rollins
Mr. Atwater
Mr. Lake
Mr. Wirthlin
Mr. Nofziger
Mr. Black
Mr. Spencer
(tentative) Mr. Teeter
from Media Field:
Mr. Jim Travis
3 creative people
Mr. Roger Ailes
(tentative) Mr. Phil Dusenberry
NOTE: This meeting will run approximately
2 hours in length.
CC: Donna Blume
THE WHITE HOUSE
WASHINGTON
March 20, 1984
MEMORANDUM FOR MIKE McMANUS
MARGIE CRAWFORD
mor
FROM:
SUBJECT:
Menu for Thursday's
Luncheon Meeting
Soup
-
Caldo Tlapeno
(Mexican)
Crackers & Relishes
Main Course
-
Chicken Salad
Croissants/Butter
Dessert
-
Praline-Pecan Ice Cream
Butter Cookies
Beverages
Approve
Disapprove
Ailes
Communications
Inc.
March 19, 1984
Mr. Michael K. Deaver
Deputy Chief of Staff
The White House
Washington, DC 20500
Dear Mike:
It was a pleasure finally meeting you after having heard
SO much about you.
As you requested, I've put in writing some of my thoughts
about how the Reagan campaign should approach advertising.
I've done that in the enclosed memo.
If you have any questions after looking this over, please
don't hesitate to call me.
I look forward to seeing you again.
Best regards,
Roger Roger E. Ailes
President
REA:ig
Enclosure
456 West 43rd Street New York, New York 10036
Phone (212) 563-1970
MEMORANDUM
TO: MICHAEL DEAVER
FR: ROGER AILES
DETERMINED TO BE
ADMINISTRATIVE MARKING
E.O. 12:50 es smended, Sect. 3.3(c)
CONFIDENTIAL
bynara CCOB
DATE 7/15/11
I believe the original approach for the President's advertising
campaign was not a bad one - - to find one agency to handle everything.
The problem with finding one agency to do everything is that some
of the people assigned to the account may not be pro-Reagan or
even neutral, but, in fact, anti-Reagan. However, assuming that
could be overcome, another potential problem is that an agency
with a strong creative group often has a weak media buying
department or vice versa.
Many major agencies view a political campaign as an annoying
disruption of their normal orderly business, and as only a
short term project, not an ongoing relationship. Because of
this, political clients sometimes are not treated as well as
they should be. Many agency people tend to be "elitist" and
feel that there is something slightly dirty about working in
a political campaign. I've always been amused by this observation,
but I've noticed the feeling in terms of how so-called "real"
advertising people feel about Dave Garth, Roger Ailes, and
Deardourff & Bailey. Somehow to them we work on the nefarious
side of advertising.
2
I now believe time is of the essence, therefore I would advise
putting together an ad hoc agency of the most talented people
possible. I suggest that you find a good full-time administrator
to negotiate and put it all together. I recommend working with
a separate media buying service that does nothing except buy
media. They should do the placement, both for network and spot
advertising. In my opinion, under no conditions should you
hire SFM. I know that a Mr. George Karalekas, whom I believe
came from D'Arcy, McManus, has in the past used SFM. If Mr.
Karalekas is involved in the race this time, he should be advised
against using SFM. I can make that case separately.
There are several good buying services - - Western Media,
and in particular, Ed Libov and Associates in New York. Ave
Butensky of Libov has met President Reagan and, I believe,
presented him with an award. I have found the Libov agency
to be excellent in their political strategy judgment, quick
to respond, and extremely cost effective; and for your purposes,
the media buying services should be primarily based on the East
Coast.
I believe a political media consultant should be involved
in your senior advisory group, which as I understand
it includes but is not limited to yourself, Ed Rollins, Jim
Lake, Bob Teeter, Charlie Black, Dick Wirthlin, and Stu Spencer.
The political media specialist should be the one who looks at
advertising from a political point of view as well as providing
the bridge between product and political advertising. Product
advertising often takes longer to produce, is much more expensive,
and tends to forget that humans are not products.
3
The requirements for the job are: someone who has been through
the political wars from an advertising standpoint and has faced
every possible situation, from technically knowing how to produce
television, the costs, the use of tape, film, and special effects,
turnaround time, and what the political interpretation of the
advertising would be. This person should also be imaginative and
able to offer suggestions and ideas to the creative people. It
should be someone who understands a good idea and knows how to
get people to work together enthusiastically and creatively.
The political media person should work as a member of the
advisory group as well as a specific counselor to the head of
the ad hoc agency. He should assist in the selection of the
creative people, and should have strong input into the selection
of the production team. He should sign off on advertising at
least at two or three stages: 1) script; 2) storyboard; and
3) the finished product. I view this role as limited in power,
but extremely important in influence. It's up to the political
media advisor to use his persuasive powers to influence the
creative people in a positive way. The head of the ad hoc
agency should work closely with the political media advisor
and should use him as a great resource. This will lessen the
possibility of embarrassing mistakes as the advertising plan
develops. The political media advisor should also work with
whoever oversees the media placement in the ad hoc agency.
The coordination of political media with your press operation is
absolutely critical, as I outlined on the attached chart during
our meeting. The political media specialist should be uniquely
qualified not only to determine whether or not the techniques
used in the advertising make a good picture, but also to work
within the framework provided by polls, opposition moves,
daily press trends, and unexpected events which always affect
a campaign. Pure advertising people seldom have to deal in those
terms, and rarely if ever do on a day-to-day basis as we must
in politics.
AilES
polls: public (popular opinsentiment)
#2
/
#1
major
RR
events.
message
opponents
moves
/
daily trends press
#1. Represents commercial message
or "picture" created by agency
#2. Represents outside influences or
"frame" surrounding the message
The political media consultant always which
views the message in the frame
purely creative advertisers
often
not accurtamed to doing.
4
The political advisor would meet with the agency group as often
as necessary to assist in determining the theme, the messages,
the symbols, the words, the pictures, the link to the press,
the use of radio and print, how to budget the production,
what technology to use, what the cost should be, what the
turnaround time should be, quality control, political content, etc.
Also, this political media person should stay aware of the
media buying end of it - - when, how much, where it's placed,
turnaround time, cost efficiencies, monitoring opponents,
distribution of materials to stations. Many of these areas
are the day to day responsibility of the head of the ad hoc
agency. But political and creative questions will arise daily
and the political media specialist should be no further than
a phone call away.
The most important thing is to develop an intelligent, creative
hardworking team that is committed to re-electing the President.
The emphasis should be on team. There will often be disagreements
among this group, but it is essential that they all work together
to get the best results in the shortest amount of time.
There are only a few consultants qualified to fill the role
of political media specialist to the President's senior advisory
group. My entire background - - both in political advertising and in
commercial television as executive producer of several television
programs, both network and syndicated - - I feel uniquely qualifies
me for this role. It's impossible to have produced television for
a Presidential campaign, as I have, or for the many statewide
campaigns I've done since, without facing practically every
situation that is likely to arise in terms of political television.
5
Whomever you select, the political media advisor should be
available as much as possible during the first few weeks of
setting up the ad hoc agency and then probably two days a week
after that, with a third day being the "swing day". Once
the ad hoc agency is set up, and with the exception of major
surprise events - - which would be reacted to as needed - - a
few days notice should generally allow anyone to alter their
schedules to assist the President. That would certainly be
true in my case. And I'm available 24 hours a day by telephone.
Since I do run a business that supports a staff of a dozen
people, the economics of this would have to be worked out.
However, I have arranged my campaigns SO that I only need to
be on the road a few days a month, and with the exception of
debate preparation and a couple of days of actually shooting
material with the candidates in the field, my work is done in
New York.
Please let me know your feelings with regard to this. I
look forward to hearing from you soon.
CC: Jim Lake
RUMRILL-HOYT
MARCH 14, 1984
AGENDA
covertism
file
I.
INTRODUCTIONS
II.
AGENCY CREDENTIALS
III.
CASE HISTORIES/ADVERTISING
IV.
ORGANIZATION
PHASE I (PRIMARIES)
PHASE II (ELECTION)
ACCOUNT MANAGEMENT
MANAGEMENT SUPERVISOR
P. GOLDSMITH
ACCOUNT SUPERVISOR
H. KAHN
ACCOUNT EXECUTIVE
ACCOUNT EXECUTIVE
ACCOUNT EXECUTIVE
WEST
CENTRAL
EAST
2 SECRETARIES
CREATIVE
RUMRILL-HOYT TEAM
COMPTON TEAM
ART DIRECTOR
ART DIRECTOR
COPYWRITER
COPYWRITER
GRAPHIC DESIGNER
1 SECRETARY
MEDIA
PLANNING/BUYING GROUP
DIRECTOR
CAROL KARASICK
PRINT
BROADCAST
BROADCAST
PRINT
PLANNER
PLANNER
BUYER
BUYER
ASSISTANT
BROADCAST
BUYER
2 SECRETARIES
PRODUCTION
BROADCAST
PRINT
FORWARDING
BROADCAST
MECHANICAL
SUPERVISOR
PRODUCER
ARTIST
ASSISTANT SUPERVISOR
SECRETARY
TRAFFIC
SUPERVISOR
ASSISTANT SUPERVISOR
SECRETARY
FINANCIAL
GROUP
CONTROLLER
ASSISTANT CONTROLLER
2 SECRETARIES
PHASE I
ORGANIZATION
ACCOUNT MANAGEMENT
5
CREATIVE
5
MEDIA
6
PRODUCTION
4
TRAFFIC
2
RESEARCH
*
FINANCIAL
2
SECRETARIAL
9
33
* As NEEDED; TV COMMERCIAL TESTING
EXECUTIVE COMMITTEE
RUMRILL-HOYT
PRESIDENT REAGAN CAMPAIGN
GENE NOVAK, CHAIRMAN, CREATIVE DIRECTOR - RUMRILL-HOYT
GARY LANDIS, PRESIDENT, RUMRILL-HOYT
PAUL GOLDSMITH, EXECUTIVE VICE PRESIDENT, RUMRILL-HOYT
STEVE FAJEN, MEDIA DIRECTOR, COMPTON COMMUNICATIONS
ED ROSENSTEIN, MARKET RESEARCH DIRECTOR, COMPTON COMMUNICATIONS
Ketchum
Advertising.
Donald G. Sullivan,
USA
President
March 8, 1984
Michael K. Deaver
Assistant to the President,
Deputy Chief of Staff
White House
Washington, D.C. 20500
Dear Mr. Deaver:
We at Ketchum consider the re-election of President Reagan vital
to the economic, social and international interests of our country.
I have learned that Mr. Della Femina has declined to do the
advertising for President Reagan's re-election campaign.
I would like to volunteer the services of Ketchum Advertising to
help re-elect the President. I want to state unequivocally that
we do not view this as a business venture, but rather a service
to our country. We are willing to work as the agency for the
President's re-election campaign without profit. We would return
all commissions to the committee above the costs that we incur.
These monies could then be employed to increase media weight
behind the President's campaign.
We believe Ketchum is very well qualified to develop and place
the advertising that will help re-elect the President.
1) Ketchum has the size and resources required. Ketchum is the
23rd largest agency, with billings in excess of $350 million.
We have been established for 61 years.
2) We have a network of offices throughout the United States,
which can be helpful in working with regional campaign
organizations. We have full-service offices in New York,
Washington (Rockville, Md.), Philadelphia, Pittsburgh, San
Francisco, and Houston.
3) Ketchum has the full-service capabilities you will need. In
addition to creative, media and marketing, Ketchum has research,
promotion, public relations and direct-response capabilities.
1133 AVENUE OF THE AMERICAS, NEW YORK, NY 10036 (212) 536-8720
A UNIT OF KETCHUM COMMUNICATIONS INC.
SANFRANCISCO PITTSBURGH HOUSTON PHILADELPHIA CHICAGO CLEVELAND WASHINGTON LOSANGELES LONDON PARIS FRANKFURT TOKYO HONG KONG
Deaver
March 8, 1984
page 2
4) Ketchum works with some of America's largest companies, and
has a very successful track record with them. We have major
assignments with companies like Pillsbury, Esmark, Bank of
America, Schering-Plough, General Foods, Hanes Hosiery, Pepsico,
H. J. Heinz, Westinghouse, Safeway Stores, Levi Strauss, PPG
Industries and Gulf Oil.
5) Ketchum not only advertises many leading consumer products and
services, we are one of the largest business-to-business
advertising agencies. While we do not have extensive experience
in political advertising, we are experienced in positioning
major corporations. We believe the skills are transferrable.
6) We have the management and creative talent available which the
committee will need. I consider the issue so important that
I will personally head up Ketchum's account team. My own 22
years of experience includes working with companies like Procter
& Gamble, General Foods, Bank of America, Monsanto, Esmark, Levi
Strauss and many others. Peter Cornish, Executive Vice President,
Creative Director in New York will take personal responsibility
for the creative work. The account would be headquartered in
New York, with service also available in Rockville, Md. and our
other offices.
7) We want to see the President re-elected. We are committed to his
policies, his leadership and to him personally. Perhaps this is
the most important reason why Ketchum should be the committee's
agency.
I will be most happy to meet with you at your convenience and discuss
Ketchum's capabilities in greater detail, and to show to you the
kind of outstanding creative work our agency is producing.
A copy of a booklet on Ketchum has been sent under separate cover for
your information.
memanos
has
Sincerely,
Don Sullivan
DGS/smt
(Same as
copy to
memonus
31
1-017954A067 03/07/84
letter)
ICS IPMWGWC WSH
09021 03-07 0755P EST
84 MAR 7 P 9 : 45
PMS WHITE HOUSE DC 20500
4-0530335067 03/07/84
ICS IPMRNCZ CSP
4157819480 TDRN SAN FRANCISCO CA 499 03-07 0740P EST
PMS MICHAEL K DEAVER, ASST TO PRESIDENT, DEP. CHIEF OF STAFF RPT D
MGM
WHITE HOUSE
WASHINGTON DC 20500
DEAR MR DEAVER,
WE AT KETCHUM CONSIDER THE REELECTION OF PRESIDENT REAGAN VITAL TO
THE ECONOMIC, SOCIAL AND INTERNATIONAL INTERESTS OF OUR COUNTRY.
I HAVE LEARNED THAT MR DELLA FEMINA HAS DECLINED TO DO THE
ADVERTISING FOR PRESIDENT REAGAN'S REELECTION CAMPAIGN.
I WOULD LIKE TO VOLUNTEER THE SERVICES OF KETCHUM ADVERTISING TO HI
REELECT THE PRESIDENT. I WANT TO STATE UNEQUIVOCALLY THAT WE DO NO
VIEW THIS AS A BUSINESS VENTURE, BUT RATHER A SERVICE TO OUR COUNT
WE ARE WILLING TO WORK AS THE AGENCY FOR THE PRESIDENT'S REELECTION
CAMPAIGN WITHOUT PROFIT. WE WOULD RETURN ALL COMMISSIONS TO THE
COMMITTEE ABOVE THE COSTS THAT WE INCUR. THESE MONIES COULD THEN BI
EMPLOYED TO INCREASE MEDIA WEIGHT BEHIND THE PRESIDENT'S CAMPAIGN.
WE BELIEVE KETCHUM IS VERY WELL QUALIFIED TO DEVELOP AND PLACE THE
ADVERTISING THAT WILL HELP REELECT THE PRESIDENT.
1) KETCHUM HAS THE SIZE AND RESOURCES REQUIRED. KETCHUM IS THE 231
LARGEST AGENCY, WITH BILLINGS IN EXCESS OF $350 MILLION. WE HAVE BI
ESTABLISHED FOR 61 YEARS.
2) WE HAVE A NETWORK OF OFFICES THROUGHOUT THE UNITED STATES, WHICH
CAN BE helpful IN WORKING WITH REGIONAL CAMPAIGN ORGANIZATIONS. WE
HAVE FULL-SERVICE OFFICES IN NEW YORK, WASHINGTON (ROCKVILLE
MARYLAND), PHILADELPHIA, PITTSBURGH, SAN FRANCISCO AND HOUSTON.
3) KETCHUM HAS THE FULL-SERVICE CAPABILITIES YOU WILL NEED. IN
ADDITION TO CREATIVE, MEDIA AND MARKETING, KETCHUM HAS RESEARCH,
PROMOTION, PUBLIC RELATIONS AND DIRECT-RESPONSE CAPABILITIES.
4) KETCHUM WORKS WITH SOME OF AMERICA'S LARGEST COMPANIES AND HAS A
VERY SUCCESSFUL TRACK RECORD WITH THEM. WE HAVE MAJOR ASSIGNMENTS
WITH COMPANIES LIKE PILLSBURY, ESMARK, BANK OF AMERICA,
SCHERING-PLOUGH, GENERAL FOODS, HANES HOSIERY, PEPSICO, H. J. HEINZ,
WESTINGHOUSE, SAFEWAY STORES, LEVI STRAUSS, PPG INDUSTRIES AND GULF
OIL.
5) KETCHUM NOT ONLY ADVERTISES MANY LEADING CONSUMER PRODUCTS AND
SERVICES, WE ARE ONE OF THE LARGEST BUSINESS-TO-BUSINESS ADVERTISING
AGENCIES. WHILE WE DO NOT HAVE EXTENSIVE EXPERIENCE IN POLITICAL
ADVERTISING, WE ARE EXPERIENCED IN POSITIONING MAJOR CORPORATIONS. WE
BELIEVE THE SKILLS ARE TRANSFERRABLE.
6) WE HAVE THE MANAGEMENT AND CREATIVE TALENT AVAILABLE WHICH THE
COMMITTEE WILL NEED. I CONSIDER THE ISSUE so IMPORTANT THAT I WILL
PERSONALLY HEAD UP KETCHUM'S ACCOUNT TEAM. MY OWN 22 YEARS OF
EXPERIENCE INCLUDES WORKING WITH COMPANIES LIKE PROCTOR & GAMBLE,
GENERAL FOODS, BANK OF AMERICA, MONSANTO, ESMARK, levi STRAUSS AND
MANY OTHERS. PETER CORNISH, EXECUTIVE VICE-PRESIDENT, CREATIVE
DIRECTOR IN NEW YORK WILL TAKE PERSONAL RESPONSIBILITY FOR THE
CREATIVE WORK. THE ACCOUNT WOULD BE HEADQUARTERED IN NEW YORK WITH
SERVICE ALSO AVAILABLE IN ROCKVILLE MARYLAND AND OUR OTHER OFFICES.
7) WE WANT TO SEE THE PRESIDENT REELECTED. WE ARE COMMITTED TO HIS
POLICIES, HIS LEADERSHIP AND TO HIM PERSONALLY. PERHAPS THIS IS THE
MOST IMPORTANT REASON WHY KETCHUM SHOULD BE THE COMMITTEE'S AGENCY.
I WOULD BE MOST HAPPY TO MEET WITH YOU AT YOUR CONVENIENCE AND
DISCUSS KETCHUM'S CAPABILITIES IN GREATER DETAIL, AND TO SHOW TO YOU
THE KIND OF OUTSTANDING CREATIVE WORK OUR AGENCY IS PRODUCING. MY
LETTER WILL FOLLOW. I HAVE ENCLOSED A COPY OF A BOOKLET ON KETCHUM
FOR YOUR INFORMATION.
SINCERELY,
DON SULLIVAN, PRESIDENT, KETCHUM ADVERTISING, USA
55 UNION ST
SAN FRANCISCO CA 94111