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1984 Campaign Advertising (1)

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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 (1) 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/ THE WHITE HOUSE file WASHINGTON March 28, 1984 MEMORANDUM FOR JIM BAKER MIKE DEAVER FROM: MIKE McMANUS 21 SUBJECT: Advertising Agency Plan Attached is the Advertising Agency Plan and budget for your review. The contract is presently being finalized by Ron Robinson at the Reagan-Bush Committee. It will include a cancellation provision, payment on the basis of work actually completed, and will conform to the attached budget. It will be available for your review if you so request. ADVERTISING AGENCY PLAN It is proposed that a media consulting corporation (the Corporation) be established to provide media consulting and related services to the Reagan-Bush '84 Committee (the Committee). The Corporation, to be called the Tuesday Team, Inc. will be an independent commercial corporation, with a legal existence separate and distinct from the operations of the Committee. The directors of the Corporation will be James D. Travis of Della Femina, Travisano & Partners, Inc., Walter A. Carey Jr., of Leber, Katz Partners and Glenn J. Sedam Jr., an attorney in Washington, D.C. Mr. Travis will be the President and CEO of the Corporation; Mr. Carey will be the Executive Vice President and Treasurer of the Corporation, and Mr. Sedam will be the Secretary. The Corporation will hire and retain further officers, employees, staff and administrative support. None of the principals of the Corporation will hold any staff position with the Committee. The Committee, through arms-length negotiations with the Corporation will enter into a contract with the Corporation to retain the Corporation to consult with the Committee regarding media strategy, and to create and furnish all media related services. The Corporation will not be required to devote its full efforts to the Committee and will probably have other campaign contracts (e.g. the RNC for convention related media and docmentary) and other candidates; and contracts with business entities. The Committee will have no interest in these other contracts. Roger Ailes will be hired as a consultant to the Committee and Jim Lake. He will provide political/advertising liaison and oversight with the Corporation's creative process. He has agreed to give us two days a week and to be available on call for a third if we need him. Roger will be a part of the political strategy group as defined by Baker, Deaver and Rollins and will coordinate the communications of the strategy to the creative people. He will also help keep track of production and media costs and schedules. Ed Rollins has suggested that the total advertising budget will be approximately $25 million with $3.5 million in the primary an $21.5 in the general. He has also suggested the -2- need for approxiomately 35 ads to be produced. Based on these requirements, the Corporation budget would be approximately as follows: PAYROLL Exec./Acct. Mgmt. $ 370.2 Creative 355.0 Media 72.0 Administration, Accounting, Research, Production 218.6 1,015.8 FACILITIES 266.5 MEDIA FEES 375.0 OPERATING EXPENSES 542.7 GRAND TOTAL $ 2,200.0 PRODUCTION $ 2,000.0 Based on these budget amounts, total payroll, facilities and operating expenses amount to 10.6% of the media time buy. This compares with 13.4% in 1972 and 8.7% in 1980 (1980 figures were for only three months of operation as compared with seven months for 1984). Production costs of 9.6% of the media time buy budget compare with 14.4% in 1972 and 15.9% in 1980. The savings in 1984 are due to using our high caliber creative people as producers and by savings from production houses willing to help at reduced proces. All of these numbers are estimates and may change substantially depending on additional requirements or changes which may be necessary. We have attached additional financial information and a proposed contract between the campaign and the Corporation for your review. Jim Lake and I will assume the continuing responsibility to Baker and Deaver for this operation. Based upon your review of the foregoing, may we proceed to set up the Tuesday Team and announce the agency. Approve Disapprove March 26, 1984 REAGAN-BUSH '84 ADVERTISING AGENCY BUDGET RECAP ($000) PAYROLL Exec./Acct. Mgmt. $ 370.2 Creative 355.0 Media 72.0 Administration, Accounting, Research, Production 218.6 1,015.8 FACILITIES 266.5 MEDIA FEES 375.0 OPERATING EXPENSES 542.7 GRAND TOTAL $ 2,200.0 10.6% PRODUCTION $ 2,000.0 9.6% -1- 3/26/84 REAGAN-BUSH '84 MEDIA FEES PLANNING/BUYING ($000) APR MAY JUNE JULY AUG SEPT OCT NOV TOTAL MEDIA FEES $ 25.0 $ 75.0 $ 25.0 $25.0 $25.0 $ 100.0 $ 100.0 --- $ 375.0 -6- - 3/26/84 REAGAN-BUSH '84 FACILITY EXPENSES ($000) MAY JUNE JULY AUG SEPT OCT NOV TOTAL APR NYC OFFICE* $ 25.0 $ 25.0 $ 25.0 $ 25.0 $ 25.0 $ 25.0 $ 25.0 $ 25.0 $ 200.0 FURN. RENTAL 3.0 3.0 3.0 3.0 3.0 3.0 3.0 -- 21.0 42.0 APARTMENTS** 6.0 6.0 6.0 6.0 6.0 6.0 6.0 -- NYC/WAS AUTO LEASE .5 .5 .5 .5 .5 .5 .5 -- 3.5 WAS $ 34.5 $ 34.5 $ 34.5 $ 34.5 $ 34.5 $ 34.5 $ 34.5 $ 25.0 TOTAL $ 266.5 * 10,000 sq. ft. @ $30/foot ** $4,000/mo. - NYC 2,000/mo. - WAS -7- OPERATING EXPENSES ( $000 ) APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. TOTAL LOCAL TRAVEL $ 1.6 $ 1.6 $ 1.6 $ 1.6 $.1.6 $ 1.6 $ 1.6 $ .8 $ 12.0 O-T-T 16.3 16.5 16.5 16.5 16.5 16.4 16.3 115.0 HOTEL, ENT. 10.0 15.0 15.0 15.0 10.0 15.0 10.0 90.0 AUTO 1.5 1.5 1.5 1.4 1.4 1.4 1.3 10.0 TELEPHONE 6.4 7.4 6.4 7.4 6.4 7.4 6.6 48.0 POSTAGE .5 .5 .6 .6 .6 .6 .6 4.0 SHIPPING 2.0 2.0 2.0 2.0 2.0 2.0 2.0 14.0 EQUIP. RENTAL 7.4 7.2 7.2 7.2 7.2 7.2 6.6 50.0 OFFICE E.P. 2.9 2.9 2.9 2.8 2.8 2.9 2.8 20.0 OFFICE MAINT. .5 .5 .5 .5 .5 .5 .5 3.5 MOVING & STORAGE .2 .3 .2 .3 .2 .3 .3 1.8 ART SUPPLIES 3.6 3.6 3.4 3.4 3.4 3.4 3.4 24.2 SUPPERS 2.0 2.0 2.0 2.0 4.0 4.0 4.0 20.0 INSURANCE 1.5 1.4 1.5 1.4 1.5 1.4 1.3 10.0 OUTSIDE RESEARCH 3.0 4.5 7.5 15.0 COMPETITIVE 3.0 3.0 3.0 3.0 3.0 3.0 2.0 20.0 LEGAL/CPA 2.0 1.0 2.0 5.0 TAXES 3.0 4.0 4.0 4.0 4.0 4.0 4.0 3.0 30.0 CONTINEENCY 7.1 7.1 7.1 7.2 7.2 7.2 7.3 50.2 TOTAL $ 74.5 $ 81.0 $75.4 $ 77.3 $ 79.8 $ 78.3 $ 70.6 $ 5.8 $ 542.7 -8- PRESERVATION COPY 3/26/84 REAGAN-BUSH '84 EQUIPMENT RENTAL Monthly Total Total Quantity Description Cost Each Monthly Cost # Mos. Cost 2 3/4" Videotape Player 675 1350 7 $ 9,450 5 TV Monitor 412 2000 7 14,000 1 Telecopier 200 200 7 1,400 4 IBM Typewriter 75 300 7 2,100 3 Word Processor (Wang) 1395 7 9,765 2 Printer (Wang) 1 Refrigerator 20 20 7 140 1 Xerox Machine (#1075) 1000 1000 8 8,000 1 IBM PC & Printer 575 575 8 4,600 PURCHASE 1 Shredder 545 TOTAL: $ 50,000 -9- 4 upi 03-30-84 06:30 pes (1grafsub XXX distinguished executives" i picksup9thgraf: the day-to-day clarifying ailes was in ' 68 nixon campaign) By IRA R. ALLEN WASHINGTON (UPI) President Reagan's campaign Friday chose a group of "the brightest stars in the world of advertising" to create $25 million worth of ads, mostly television commercials, for him this fall. Patterned after President Nixon's successful 1972 "November Group," Reagan's "Tuesday Team," will be made up of leading ad men from Madison Avenue. Political campaigns usually choose a single advertising agency or hire political consultants to make their ads, but because of financial risks for commercial ad firms and Reagan's desire not to use a political firm, the independent team was created, presidential communications assistant Michael McManus said. With about $40 million in public funds available to them for the November election, Reagan officials said they plan to spend about $25 million on all forms of advertising, but most of it on television. Formation of the group came late in the campaign year, partly because of discord within Reagan's camp over who to select. But with no primary opposition, the delay is not expected to hurt the advertising effort expected to begin airing commercials during the summer. "The Tuesday Team has put together some of the brightest stars in the world of advertising," said campaign chairman Sen. Paul Laxalt, R-Nev. "It is doubtful that any existing single agency has the talent to match the group they've assembled," he said. "The Tuesday Team has the benefit of the advertising industry's most distinguished executives." Among those involved in the Tuesday Team are Philip Dusenberry, who created the "Pepsi Generation" advertisements, and Roger Ailes, who headed Nixon's television advertising effort in 1968. The day-to-day manager will be James Travis, president of Della Femina, Travisano & Partners. Campaign officials had talked with his partner, Jerry Della Femina, about running the ad campaign last month. Della Feminia said he declined for financial reasons. But a White House source said Della Femina was rejected, in part because of an embarrassing interview he gave to Oui magazine in 1981. Previously, the White House rejected its 1980 television consultant Peter Dailey, who had quit his job as ambassador to Ireland to return to the campaign. News reports attributed the decision to Nancy Reagan's displeasure with his work. A White House official said, however, the campaign wanted to move toward a more creative, and less political, style of advertising. upi 03-30-84 06:30 pes 6 upi 03-31-84 11:07 aes originally moved friday for sunday release Campaign '84 moves to airwaves By IRA R. ALLEN WASHINGTON (UPI) In a campaign whose catchiest slogan comes from a negative commercial for a hamburger, it should be no surprise that negative advertising among the politicians themselves has started so early. Political commercials became the central focus of last Wednesday's Democratic debate when Walter Mondale and Gary Hart accused each other's advertising of distorting the record. Political commercials sell a candidate like a product. Like one famous product, they can be positive "You Deserve a Break Today." Or they can be negative "Where's the Beef?" Whichever path is chosen, a politician's "paid media" is supposed to reinforce the positive values and minimize the negative values accorded him in the "free" news media. When the Democrats and Republicans choose their presidential candidates this summer, each camp is expected to spend $20 million on television commercials. The themes are already being tested in four generic ads one series for the Republicans, one for the Democrats, one for President Reagan and one against him. The only element not yet in place, surprisingly, is Reagan's own campaign committee advertising team, which was selected just Friday after a months-long series of miscues in what was otherwise considered a top-notch political organization. The group, modeled after President Nixon's 1972 effort, is made up of "all-stars" from a variety of Madison Avenue agencies and dubbed "the Tuesday Team." It is expected that Reagan's fall campaign ads will use extensive footage of his forthcoming trips to China and Europe, portray him being the president instead of a mere candidate and adopt Hart's road-tested "future" themes. The Meese Factor Perhaps the most sensational of the early ads was released last week by the Democratic Congressional Campaign Committee, which is supposed to help elect Democrats to the House. But taking advantage of the investigation of Reagan aide Edwin Meese, the Democratic committee put out a devastating 30-second ad depicting only Republicans Reagan, Meese and seven others accused of wrongdoing. The ad's narration is not subtle: "More scandal-tainted officials than we've seen since Richard Nixon and Watergate. This is moral leadership? Vote Democratic." The Republican National Committee has been on the air with the first in a $4 million series of ads addressing what it believes to be a potential vulnerability young people, women and the upwardly mobile middle class that seems attracted to Democrat Hart. One of the ads features an attractive young woman riding a bicycle for exercise. "The all new Democrat ideas and leadership," she says, are really "the same old empty promises that didn't work before and won't work now. They caused the problems we had four years ago." The printed slogan reads: "The Republicans. The future." The RNC was enormously successful in 1980 with pre-primary ads attacking the Democrats, symbolized by a Tip O'Neill character in a limousine running out of gas. Democrats ignored the notion of party advertising to their dismay in 1980, but they are aware of its impact in 1984, says Democratic National Committee television consultant Robert Hirshfeld. The DNC is now running four commercials that can be classified as negative. Perhaps the most effective shows six previous presidents including Democratic nemesis Nixon - signing arms control agreements - with the Soviets, that is, "every president until now." The ad borrows for its slogan Reagan's own words on the deficit: "Act today to preserve tomorrow. Reagan campaign aides suggested the arms control ad does not take into account the Soviets' unwillingness to bargain. One said the commercial could easily be countered by showing "a picture of a kidney dialysis machine," to represent the late Soviet leader Yuri Andropov. more upi 03-31-84 11:07 aes 5 upi 03-31-84 12:33 aes By IRA R. ALLEN WASHINGTON (UPI) - Among the high-powered on Madison Avenue helping President Reagan's campaign are men who created the "Pepsi Generation" and Richard Nixon's successful 1968 television commercials. After months of delay and internal bickering, Reagan's political advisers Friday named a team of advertising men to run a $25 million campaign to sell the president to the nation's voters this summer through the November election. Instead of relying as most campaigns do on a single advertising agency or political consulting firm, Reagan's advisers put together an independent "all-star" team of executives from a variety of well-known agencies. One of the group's senior advisers is Phil Dusenberry, who created the "Pepsi Generation" commercials. One consultant is Roger Ailes, executive producer of the Mike Douglas show and executive producer of Nixon's 1968 television campaign and presidential consultant after Nixon's election. The executive vice president of the team is Walter Carey, whose accounts at the Leber Katz Partners firm include Campbell Soup and Pepperidge Farm. Patterned after Nixon's 1972 independent ad agency known as "the November Group," Reagan's will be known as "the Tuesday Team." Campaign chairman Sen. Paul Laxalt, R-Nev., said the team is composed of "the brightest stars in the world of advertising." With no primary opposition, the delay in selecting an advertising team is not expected to hurt the campaign, which is expected to begin airing commercials during the summer. The day-to-day manager is James Travis, president of a firm once considered in the running to handle Reagan's account alone. Della Femina once wrote a book about his advertising exploits, particularly for a Japanese electronics firm. He called the book, "From the Folks Who Brought You Pearl Harbor." Campaign officials had talked with Della Femina, about running the ad campaign by himself last month. Della Feminia said he declined for financial reasons. But a White House source said Della Femina was rejected, in part, because of an embarrassing interview he gave to Oui magazine in 1981. Previously, the White House rejected its 1980 television consultant Peter Dailey, who had quit his job as ambassador to Ireland to return to the campaign. News reports attributed the decision to Nancy Reagan's displeasure with his work. A White House official said, however, the advertising. campaign wanted to move toward a more creative, less political style of upi 03-31-84 12:33 aes 3/7/84 REAGAN-BUSH SUMMARY OF EXPENSES MARCH APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. TOTAL EXPENSES: PAYROLL: ACCOUNT MANA 38.5 64.3 67.8 69.1 72.4 72.5 71.1 72.9 24.8 553.4 CREATIVE 12.6 62.8 56.0 53.0 62.8 31.9 73.9 61.1 1.2 415.3 BRDCST, PRINT ADMIN, ACCTG, RESEARCH 14.0 19.0 33.1 26.8 27.9 28.0 27.1 23.1 15.7 214.7 TOTAL P/R 65.1 146.1 156.9 148.9 163.1 132.4 172.1 157.1 41.7 1,183.4 FACILITIES 36.2 36.2 36.2 36.2 36.2 36.2 36.2 36.2 289.6 OPERATING 47.1 71.4 72.2 73.8 73.9 74.3 76.3 76.0 565.0 TOTAL EXPENS 148.4 253.7 265.3 258.9 273.2 242.9 284.6 269.3 41.7 2,038.0 * * EXCLUDES MEDIA PAYROLL, PLANNING AND BUYING FEES. 3/7/84 REAGAN-BUSH PAYROLL EXPENSES PROJECTED PAYROLL EXPENSE MARCH APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. TOTAL PAYROLL: ACCOUNT MANAGEMENT 38.5 64.3 67.8 69.1 72.4 72.5 71.1 72.9 24.8 553.4 CREATIVE 12.6 62.8 56.0 53.0 62.8 31.9 73.9 61.1 1.2 415.3 BRDCST, PRINT, ADMIN, ACCTG, RESEARCH 14.0 19.0 33.1 26.8 27.9 28.0 27.1 23.1 15.7 214.7 TOTAL 65.1 146.1 156.9 148.9 163.1 132.4 172.1 157.1 41.7 1,183.4 * * MEDIA DEPARTMENT PAYROLL NOT INCLUDED. PROJECTED WITH WESTERN INTERNATIONAL MEDIA, AS THE PLANNING AND BUYING UNIT. 3/7/84 REAGAN-BUSH '84 ACCOUNT MANAGEMENT PROJ. PAYROLL EXPENSE ANNUAL @ PROJECT % TOTAL BASE YEAR BASE TIME PAY MAR. APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. TOTAL DAYS 30.0 31.0 30.0 31.0 31.0 31.0 30.0 31.0 30.0 31.0 275.0 MANAGER 250.0 75.0 187.5 91.7 171.9 15.6 20.8 20.8 20.8 20.8 20.8 20.8 20.8 10.7 171.9 CONSULT 75.0 75.0 56.3 85.7 48.2 4.6 6.2 6.2 6.2 6.2 6.2 6.2 6.2 48.0 MS 100.0 75.0 75.0 91.5 68.6 6.2 8.3 8.3 8.3 8.3 8.3 8.3 8.4 4.2 68.6 AS 75.0 75.0 56.3 85.6 48.2 4.6 6.1 6.3 6.1 6.3 6.3 6.1 6.4 48.2 AS 75.0 75.0 56.3 81.1 45.6 6.1 6.3 6.1 6.3 6.3 6.1 6.5 1.9 45.6 AE 40.0 75.0 30.0 85.6 25.7 1.5 3.3 3.4 3.3 3.4 3.4 3.3 3.4 0.7 25.7 AE 40.0 75.0 30.0 81.1 24.3 3.3 3.4 3.3 3.4 3.4 3.3 3.4 0.8 24.3 AC 25.0 75.0 18.8 81.1 15.2 2.0 2.1 2.0 2.1 2.1 2.0 2.1 0.8 15.2 AC 25.0 75.0 18.8 48.0 9.0 2.1 2.2 2.0 2.2 0.5 9.0 EX SECT 35.9 75.0 26.9 92.4 24.9 3.0 2.9 3.0 2.9 3.0 3.0 2.9 3.0 1.2 24.9 EX SECT 35.9 75.0 26.9 92.4 24.9 3.0 2.9 3.0 2.9 3.0 3.0 2.9 3.0 1.2 24.9 SECTY # 29.9 75.0 22.4 81.1 18.2 2.4 2.5 2.4 2.5 2.5 2.4 2.5 1.0 18.2 SECTY # 29.9 75.0 22.4 70.0 15.7 2.5 2.4 2.5 2.5 2.4 2.5 0.9 15.7 SECTY # 29.9 75.0 22.4 58.9 13.2 2.4 2.5 2.5 2.4 2.5 0.9 13.2 TOTAL 866.5 649.9 553.4 38.5 64.3 67.8 69.1 72.4 72.5 71.1 72.9 24.8 553.4 3/7/84 REAGAN-BUSH '84 CREATIVE DEPT. PROJECTED PAYROLL EXPENSE ANNUAL % PROJEC % TOTAL BASE YEAR BASE TIME PAY MAR. APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. TOTAL 31.0 30.0 31.0 30.0 31.0 31.0 30.0 31.0 30.0 31.0 TITLE: TEAM A: SR.AD 250.0 75.0 187.5 35.6 66.8 6.3 12.6 12.6 3.0 3.0 4.1 12.6 12.6 66.8 SR.W. 250.0 75.0 187.5 35.6 66.8 6.3 12.6 12.6 3.0 3.0 4.1 12.6 12.6 66.8 TEAM B: SR. AD 250.0 75.0 187.5 35.6 66.8 12.6 7.1 6.3 12.6 3.0 12.6 12.6 66.8 SR. W 250.0 75.0 187.5 35.6 66.8 12.6 7.1 6.3 12.6 3.0 12.6 12.6 66.8 TEAM C SR. AD 150.0 75.0 112.5 35.6 40.1 6.2 6.2 12.3 12.3 3.0 40.0 SR. W 150.0 75.0 112.5 35.6 40.1 6.2 6.2 12.3 12.3 3.0 40.0 TEAM D SR. AD 50.0 75.0 37.5 35.0 13.1 2.1 2.0 4.2 4.1 0.8 13.2 SR. W 50.0 75.0 37.5 35.0 13.1 2.1 2.0 4.2 4.1 0.8 13.2 COMP 1 25.0 75.0 18.8 40.6 7.6 1.0 1.0 2.1 2.0 1.5 7.6 COMP 2 25.0 75.0 18.8 24.6 4.6 1.0 1.0 1.3 1.3 4.6 BULLPEN 1 20.0 75.0 15.0 40.6 6.1 1.2 1.2 1.2 1.2 1.2 6.0 BULLPEN 2 20.0 75.0 15.0 24.6 3.7 1.2 1.2 1.3 3.7 SECTY 20.0 75.0 15.0 58.9 8.8 1.6 1.7 1.7 1.6 1.7 0.5 8.8 PROOFREAD 25.0 75.0 18.8 58.9 11.0 2.0 2.1 2.1 2.0 2.1 0.7 11.0 TOTAL 1535.0 1151.3 415.3 12.6 62.8 56.0 53.0 62.8 31.9 73.9 61.1 1.2 415.3 3/7/84 REAGAN-BUSH '84 BRDCSDT, PRINT, ADMIN. , ACCTG. & RESEARCH PROJECTED PAYROLL EXPENSE ANNUAL % PROJEC % TOTAL BASE YEAR BASE TIME PAY MAR. APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. TOTAL BROADCAST PRODUCER 60.0 75.0 45.0 33.3 15.0 5.1 2.4 2.5 2.5 2.5 15.0 PRODUCER 60.0 75.0 45.0 33.3 15.0 5.1 2.4 2.5 2.5 2.5 15.0 ASST PROD 35.0 75.0 26.3 70.0 18.4 3.0 2.9 3.0 3.0 2.9 3.0 0.6 18.4 SECTY 20.0 75.0 15.0 100.0 15.0 1.7 1.6 1.7 1.6 1.7 1.7 1.7 1.7 1.6 15.0 PRINT PRO MANAGER 40.0 75.0 30.0 81.1 24.3 3.3 3.4 3.3 3.4 3.4 3.3 3.4 0.8 24.3 TRAFFIC 25.0 75.0 18.8 100.0 18.8 2.1 2.0 2.1 2.0 2.1 2.1 2.1 2.2 2.1 18.8 ADMIN. ASS 30.0 75.0 22.5 81.1 18.2 2.4 2.5 2.4 2.5 2.5 2.4 2.5 1.0 18.2 MAIL ROOM 10.0 75.0 7.5 100.0 7.5 0.9 0.8 0.9 0.8 0.9 0.9 0.8 0.9 0.6 7.5 MESSENGER ACCTG: BILLING 30.0 75.0 22.5 100.0 22.5 2.5 2.4 2.5 2.5 2.5 2.5 2.4 2.6 2.6 22.5 ADMIN: 20.0 75.0 15.0 100.0 15.0 1.7 1.6 1.7 1.6 1.7 1.8 1.6 1.7 1.6 15.0 RESEARCH 60.0 75.0 45.0 100.0 45.0 5.1 4.9 5.1 4.9 5.1 5.1 4.9 5.1 4.8 45.0 GRAND TOT 390.0 292.5 214.7 14.0 19.0 33.1 26.8 27.9 28.0 27.1 23.1 15.7 214.7 3/7/84 REAGAN-BUSH FACILITIES EXPENSES MAR. APRIL MAY JUNE JULY AUG. SEPT. OCT,. NOV. DEC. TOTAL . FACILITIES: OFFICE RENTAL 29.2 29.2 29.2 29.2 29.2 29.2 29.2 29.2 233.6 FURNITURE RENTA 2.0 2.0 2.0 2.0 2.0 2.0 2.0 2.0 16.0 APART.: N.Y&D.C. 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 40.0 TOTAL FACILITIES EXPENSE 36.2 36.2 36.2 36.2 36.2 36.2 36.2 36.2 289.6 3/7/84 REAGAN-BUSH OPERATING EXPENSES MAR. APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. TOTAL LOCAL TRAVEL 1.6 3.2 3.2 3.2 3.2 3.2 3.2 3.2 24.0 O-T-T 6.6 13.3 13.3 13.3 13.3 13.5 13.4 13.3 100.0 AUTO 1.1 1.2 1.2 1.3 1.3 1.3 1.3 1.3 10.0 HOTEL, MEALS, 10.0 10.0 10.0 10.0 10.0 10.0 10.0 10.0 80.0 UNBILL. COST 1.0 2.0 2.0 2.0 4.0 4.0 15.0 TELEPHONE 3.2 6.4 6.4 6.4 6.4 6.4 6.4 6.4 48.0 POSTAGE 0.5 0.5 0.6 0.6 0.6 0.6 0.6 4.0 SHIPPING 1.0 1.0 1.2 1.2 1.2 1.2 1.2 8.0 EQUIP. RENTAL 6.4 6.4 6.2 6.2 6.2 6.2 6.2 6.2 50.0 COMPUTER: SPOT 5.0 5.0 5.0 5.0 5.0 5.0 5.0 35.0 PRINT 1.1 1.2 1.1 1.2 1.1 1.2 1.1 8.0 OFFICE EXP. 1.3 2.6 2.6 2.7 2.7 2.7 2.7 2.7 20.0 MOV.&STOR. 0.3 0.2 0.3 0.2 0.3 0.2 0.3 0.0 1.8 ART SUPPLIES 1.6 3.2 3.2 3.2 3.2 3.2 3.2 3.4 24.2 SUPPERS 2.1 4.2 4.2 4.3 4.3 4.3 4.3 4.3 32.0 INSUR. 1.2 1.3 1.2 1.3 1.2 1.3 1.2 1.3 10.0 MEDIA RES.: NEIL./TEL. 3.1 3.1 3.1 3.1 3.1 3.2 3.2 3.1 25.0 CLIPPING SE 1.1 1.1 1.1 1.1 1.1 1.2 1.2 1.1 9.0 RAD. /TV REP 1.2 1.2 1.2 1.2 1.3 1.3 1.3 1.3 10.0 CONTINGENCY 6.3 6.4 6.3 6.4 6.3 6.4 6.4 6.5 51.0 TOTAL 47.1 71.4 72.2 73.8 73.9 74.3 76.3 76.0 565.0 Della Femina, Travisano & Partners Inc. JAMES D. TRAVIS PRESIDENT March 8, 1984 Mr. Michael A. McManus, Jr. Assistant to the President The White House 1600 Pennsylvania Avenue, N.W. Washington, D.C. 20500 Dear Mike: I enjoyed our discussion yesterday and, as promised, have put some thought to projected payroll, facilities and operating expenses required in mounting an all-star Reagan-Bush '84 advertising team. The attached projections that I've put out on our computer reflect costs in obtaining top creative, account management, broadcast and print production, research, accounting and administrative support for the duration of the campaign. No media planning or buying costs are included, as we would recommend utilizing the established Western International Media Buying Service to handle this important function. I am currently talking with Dennis Holt, President of WIM, about working out an equitable fee arrangement versus their standard 5% commission. Worst case I would see Reagan-Bush '84 saving approximately $1MM by setting up this all-star creative group and ad hoc 15% commission. agency, as opposed to going with an agency with a standard However, the key in my way of thinking is not the dollar savings, but the quality of the creative product provided by the talent that we could corral for this important assignment. When you talk to agencies that are willing to handle the assignment, be sure to isolate that group of people who will be responsible for actually creating the advertising and the people who will manage the business. It doesn't matter how big or established the agency is -- the only thing you should care about is the dedication and talent of that team committed to the Reagan-Bush '84 reelection. The idea of establishing an advisory/review board with people of Ed Ney's and Phil Dusenberry's stature is, I believe, very worthwhile because they can make a real contribution to the campaign strategy and creative executions. 625MADISONAVENUE,NEWYORK,NEWYORK1OO2,212421718OTHLEX428985 Mr. Michael McManus, Jr. March 8, 1984 Page Two I'm sure you will have a number of questions about this preliminary budget, so please call. In the meantime, I have included a list of people in agency management and our clients who, hopefully, have heard of me. Best regards, JDT:1ch Jim Attachments AD HOC ADVERTISING AGENCY PLAN We propose to establish Campaign 84 as a New York corporation with Jim Travis, Walt Carey and Glen Sadeem as Directors and Officers. This would be a totally independent corporation which would also do some additional business for the RNC/Convention, and perhaps another local campaign. The Corporation will hire all of the creative people, staff and necessary administrative support as well as an outside media and production support group. The Corporation will bill the campaign monthly for all related expenses. We will be advised by counsel as to how to schedule and allocate expenditures between primary and general campaign funds to avoid double billing. Roger Ailes will be hired as a consultant to the campaign and Jim Lake. He will provide political/advertising liaison and oversight with the Corporation's creative process. He has agreed to give us two days a week and to be available on call for a third if we need him. Roger will be a part of the political strategy group as defined by Baker, Deaver and Rollins and will coordinate the communication of the strategy to the creative people. He will also help keep track of production and media costs and schedules. Ed Rollins has suggested that the total advertising budget will be approximately $25 million with $3.5 million in the primary and $21.5 in the general. He has also suggested the need for approximately 25 ads to be produced. Based on these requirements, the Corporation budget would be approximately as follows: Payroll and Admininstrative Expenses Management $395,900 Creative 355,000 Media Person & fee 415,000 Other admin 194,000 Facilities Office space and $267,400 apartment Operating $530,000 $2,157,300 Production 2,000,000 $4,157,300 Based on these budget amounts, total payroll, facilities and operating expenses amount to 8.6% of the advertising budget. This compares with 13.4% in 1972 and 8.7% in 1980 (1980 figures Page two were for only three months of operation as compared with seven months for Campaign 84). Production costs of 8.2% of the advertising budget compare with 14.4% in 1972 and 15.9% in 1980. The savings in Campaign 84 is partially due to using our high caliber creative people as producers and by savings from production houses willing to help at reduced prices. All of these numbers are estimates and may change substantially depending on additional requirements or changes which may be necessary. We have attached additional financial information and a proposed contract between the campaign and the Corporation for your review. Jim Lake and I will assume the continuing responsibility to Baker and Deaver for this operation. Based upon your review of the foregoing, may we proceed to set up Campaign 84 and announce the agency. Approve Disapprove BUDGET ALLOCATION REAGAN-BUSH '84 vs. CAMPAIGN 80 ($000) REAGAN-BUSH '84 % CAMPAIGN 80 olo MEDIA $ 20,800 83.2 $ 14,500 79.4 PRODUCTION 2,000 8.0 2,313 12.6 PROMOTION 198 1.1 GENERAL OPERATING EXPENSE 2,200* 8.8 1,265* 6.9 TOTAL $ 25,000 100.0 % $ 18,318 100.0% *Reagan Bush '84 is a seven month operation wheras Campaign 80 existed for only three months.

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    "ocrText": "Ronald Reagan Presidential Library\nDigital Library Collections\nThis is a PDF of a folder from our textual collections.\nCollection: Deaver, Michael: Files\nFolder Title: 1984 Campaign Advertising (1)\nBox: 67\nTo see more digitized collections\nvisit: https://reaganlibrary.gov/archives/digital-library\nTo see all Ronald Reagan Presidential Library inventories visit:\nhttps://reaganlibrary.gov/document-collection\nContact a reference archivist at: [email protected]\nCitation Guidelines: https://reaganlibrary.gov/citing\nNational Archives Catalogue: https://catalog.archives.gov/\nTHE WHITE HOUSE\nfile\nWASHINGTON\nMarch 28, 1984\nMEMORANDUM FOR\nJIM BAKER\nMIKE DEAVER\nFROM:\nMIKE McMANUS 21\nSUBJECT:\nAdvertising Agency Plan\nAttached is the Advertising Agency Plan and budget\nfor your review. The contract is presently being\nfinalized by Ron Robinson at the Reagan-Bush Committee.\nIt will include a cancellation provision, payment\non the basis of work actually completed, and will\nconform to the attached budget. It will be available\nfor your review if you so request.\nADVERTISING AGENCY PLAN\nIt is proposed that a media consulting corporation\n(the Corporation) be established to provide media consulting\nand related services to the Reagan-Bush '84 Committee (the\nCommittee).\nThe Corporation, to be called the Tuesday Team, Inc.\nwill be an independent commercial corporation, with a legal\nexistence separate and distinct from the operations of the\nCommittee. The directors of the Corporation will be James D.\nTravis of Della Femina, Travisano & Partners, Inc., Walter A.\nCarey Jr., of Leber, Katz Partners and Glenn J. Sedam Jr., an\nattorney in Washington, D.C. Mr. Travis will be the President\nand CEO of the Corporation; Mr. Carey will be the Executive\nVice President and Treasurer of the Corporation, and Mr. Sedam\nwill be the Secretary. The Corporation will hire and retain\nfurther officers, employees, staff and administrative support.\nNone of the principals of the Corporation will hold any staff\nposition with the Committee.\nThe Committee, through arms-length negotiations with\nthe Corporation will enter into a contract with the Corporation\nto retain the Corporation to consult with the Committee\nregarding media strategy, and to create and furnish all media\nrelated services.\nThe Corporation will not be required to devote its\nfull efforts to the Committee and will probably have other\ncampaign contracts (e.g. the RNC for convention related media\nand docmentary) and other candidates; and contracts with\nbusiness entities. The Committee will have no interest in\nthese other contracts.\nRoger Ailes will be hired as a consultant to the\nCommittee and Jim Lake. He will provide political/advertising\nliaison and oversight with the Corporation's creative process.\nHe has agreed to give us two days a week and to be available on\ncall for a third if we need him. Roger will be a part of the\npolitical strategy group as defined by Baker, Deaver and\nRollins and will coordinate the communications of the strategy\nto the creative people. He will also help keep track of\nproduction and media costs and schedules.\nEd Rollins has suggested that the total advertising\nbudget will be approximately $25 million with $3.5 million in\nthe primary an $21.5 in the general. He has also suggested the\n-2-\nneed for approxiomately 35 ads to be produced. Based on these\nrequirements, the Corporation budget would be approximately as\nfollows:\nPAYROLL\nExec./Acct. Mgmt.\n$ 370.2\nCreative\n355.0\nMedia\n72.0\nAdministration, Accounting,\nResearch, Production\n218.6\n1,015.8\nFACILITIES\n266.5\nMEDIA FEES\n375.0\nOPERATING EXPENSES\n542.7\nGRAND TOTAL\n$ 2,200.0\nPRODUCTION\n$ 2,000.0\nBased on these budget amounts, total payroll,\nfacilities and operating expenses amount to 10.6% of the media\ntime buy. This compares with 13.4% in 1972 and 8.7% in 1980\n(1980 figures were for only three months of operation as\ncompared with seven months for 1984). Production costs of 9.6%\nof the media time buy budget compare with 14.4% in 1972 and\n15.9% in 1980. The savings in 1984 are due to using our high\ncaliber creative people as producers and by savings from\nproduction houses willing to help at reduced proces. All of\nthese numbers are estimates and may change substantially\ndepending on additional requirements or changes which may be\nnecessary.\nWe have attached additional financial information and\na proposed contract between the campaign and the Corporation\nfor your review. Jim Lake and I will assume the continuing\nresponsibility to Baker and Deaver for this operation.\nBased upon your review of the foregoing, may we\nproceed to set up the Tuesday Team and announce the agency.\nApprove\nDisapprove\nMarch 26, 1984\nREAGAN-BUSH '84\nADVERTISING AGENCY\nBUDGET RECAP\n($000)\nPAYROLL\nExec./Acct. Mgmt.\n$ 370.2\nCreative\n355.0\nMedia\n72.0\nAdministration, Accounting,\nResearch, Production\n218.6\n1,015.8\nFACILITIES\n266.5\nMEDIA FEES\n375.0\nOPERATING EXPENSES\n542.7\nGRAND TOTAL\n$ 2,200.0\n10.6%\nPRODUCTION\n$\n2,000.0\n9.6%\n-1-\n3/26/84\nREAGAN-BUSH '84\nMEDIA FEES\nPLANNING/BUYING\n($000)\nAPR\nMAY\nJUNE\nJULY\nAUG\nSEPT\nOCT\nNOV\nTOTAL\nMEDIA FEES\n$ 25.0\n$ 75.0\n$ 25.0\n$25.0\n$25.0\n$ 100.0\n$ 100.0\n---\n$ 375.0\n-6- -\n3/26/84\nREAGAN-BUSH '84\nFACILITY EXPENSES\n($000)\nMAY\nJUNE\nJULY\nAUG\nSEPT\nOCT\nNOV\nTOTAL\nAPR\nNYC OFFICE*\n$ 25.0\n$ 25.0\n$ 25.0\n$ 25.0\n$ 25.0\n$ 25.0\n$ 25.0\n$ 25.0\n$ 200.0\nFURN. RENTAL\n3.0\n3.0\n3.0\n3.0\n3.0\n3.0\n3.0\n--\n21.0\n42.0\nAPARTMENTS**\n6.0\n6.0\n6.0\n6.0\n6.0\n6.0\n6.0\n--\nNYC/WAS\nAUTO LEASE\n.5\n.5\n.5\n.5\n.5\n.5\n.5\n--\n3.5\nWAS\n$ 34.5\n$ 34.5\n$ 34.5\n$ 34.5\n$ 34.5\n$ 34.5\n$ 34.5\n$ 25.0\nTOTAL $ 266.5\n* 10,000 sq. ft. @ $30/foot\n** $4,000/mo. - NYC\n2,000/mo. - WAS\n-7-\nOPERATING EXPENSES\n( $000 )\nAPRIL\nMAY\nJUNE\nJULY\nAUG.\nSEPT.\nOCT.\nNOV.\nTOTAL\nLOCAL TRAVEL\n$ 1.6\n$ 1.6\n$ 1.6\n$ 1.6\n$.1.6\n$ 1.6\n$ 1.6\n$ .8\n$ 12.0\nO-T-T\n16.3\n16.5\n16.5\n16.5\n16.5\n16.4\n16.3\n115.0\nHOTEL, ENT.\n10.0\n15.0\n15.0\n15.0\n10.0\n15.0\n10.0\n90.0\nAUTO\n1.5\n1.5\n1.5\n1.4\n1.4\n1.4\n1.3\n10.0\nTELEPHONE\n6.4\n7.4\n6.4\n7.4\n6.4\n7.4\n6.6\n48.0\nPOSTAGE\n.5\n.5\n.6\n.6\n.6\n.6\n.6\n4.0\nSHIPPING\n2.0\n2.0\n2.0\n2.0\n2.0\n2.0\n2.0\n14.0\nEQUIP. RENTAL\n7.4\n7.2\n7.2\n7.2\n7.2\n7.2\n6.6\n50.0\nOFFICE E.P.\n2.9\n2.9\n2.9\n2.8\n2.8\n2.9\n2.8\n20.0\nOFFICE MAINT.\n.5\n.5\n.5\n.5\n.5\n.5\n.5\n3.5\nMOVING & STORAGE\n.2\n.3\n.2\n.3\n.2\n.3\n.3\n1.8\nART SUPPLIES\n3.6\n3.6\n3.4\n3.4\n3.4\n3.4\n3.4\n24.2\nSUPPERS\n2.0\n2.0\n2.0\n2.0\n4.0\n4.0\n4.0\n20.0\nINSURANCE\n1.5\n1.4\n1.5\n1.4\n1.5\n1.4\n1.3\n10.0\nOUTSIDE RESEARCH\n3.0\n4.5\n7.5\n15.0\nCOMPETITIVE\n3.0\n3.0\n3.0\n3.0\n3.0\n3.0\n2.0\n20.0\nLEGAL/CPA\n2.0\n1.0\n2.0\n5.0\nTAXES\n3.0\n4.0\n4.0\n4.0\n4.0\n4.0\n4.0\n3.0\n30.0\nCONTINEENCY\n7.1\n7.1\n7.1\n7.2\n7.2\n7.2\n7.3\n50.2\nTOTAL\n$ 74.5\n$ 81.0\n$75.4\n$ 77.3\n$ 79.8\n$ 78.3\n$ 70.6\n$ 5.8\n$ 542.7\n-8-\nPRESERVATION COPY\n3/26/84\nREAGAN-BUSH '84\nEQUIPMENT RENTAL\nMonthly\nTotal\nTotal\nQuantity\nDescription\nCost Each\nMonthly Cost\n# Mos.\nCost\n2\n3/4\" Videotape Player\n675\n1350\n7\n$ 9,450\n5\nTV Monitor\n412\n2000\n7\n14,000\n1\nTelecopier\n200\n200\n7\n1,400\n4\nIBM Typewriter\n75\n300\n7\n2,100\n3\nWord Processor (Wang)\n1395\n7\n9,765\n2\nPrinter\n(Wang)\n1\nRefrigerator\n20\n20\n7\n140\n1\nXerox Machine (#1075)\n1000\n1000\n8\n8,000\n1\nIBM PC & Printer\n575\n575\n8\n4,600\nPURCHASE 1 Shredder\n545\nTOTAL: $ 50,000\n-9-\n4 upi 03-30-84 06:30 pes\n(1grafsub XXX distinguished executives\" i picksup9thgraf: the\nday-to-day clarifying ailes was in ' 68 nixon campaign)\nBy IRA R. ALLEN\nWASHINGTON (UPI) President Reagan's campaign Friday chose a group\nof \"the brightest stars in the world of advertising\" to create $25\nmillion worth of ads, mostly television commercials, for him this fall.\nPatterned after President Nixon's successful 1972 \"November\nGroup,\" Reagan's \"Tuesday Team,\" will be made up of leading ad men\nfrom Madison Avenue.\nPolitical campaigns usually choose a single advertising agency or\nhire political consultants to make their ads, but because of financial\nrisks for commercial ad firms and Reagan's desire not to use a political\nfirm, the independent team was created, presidential communications\nassistant Michael McManus said.\nWith about $40 million in public funds available to them for the\nNovember election, Reagan officials said they plan to spend about $25\nmillion on all forms of advertising, but most of it on television.\nFormation of the group came late in the campaign year, partly\nbecause of discord within Reagan's camp over who to select. But with no\nprimary opposition, the delay is not expected to hurt the advertising\neffort expected to begin airing commercials during the summer.\n\"The Tuesday Team has put together some of the brightest stars in\nthe world of advertising,\" said campaign chairman Sen. Paul Laxalt,\nR-Nev.\n\"It is doubtful that any existing single agency has the talent to\nmatch the group they've assembled,\" he said. \"The Tuesday Team has the\nbenefit of the advertising industry's most distinguished executives.\"\nAmong those involved in the Tuesday Team are Philip Dusenberry, who\ncreated the \"Pepsi Generation\" advertisements, and Roger Ailes, who\nheaded Nixon's television advertising effort in 1968.\nThe day-to-day manager will be James Travis, president of Della\nFemina, Travisano & Partners. Campaign officials had talked with his\npartner, Jerry Della Femina, about running the ad campaign last month.\nDella Feminia said he declined for financial reasons. But a White\nHouse source said Della Femina was rejected, in part because of an\nembarrassing interview he gave to Oui magazine in 1981.\nPreviously, the White House rejected its 1980 television consultant\nPeter Dailey, who had quit his job as ambassador to Ireland to return to\nthe campaign. News reports attributed the decision to Nancy Reagan's\ndispleasure with his work. A White House official said, however, the\ncampaign wanted to move toward a more creative, and less political,\nstyle of advertising.\nupi 03-30-84 06:30 pes\n6 upi 03-31-84 11:07 aes\noriginally moved friday for sunday release\nCampaign '84 moves to airwaves\nBy IRA R. ALLEN\nWASHINGTON (UPI) In a campaign whose catchiest slogan comes from\na negative commercial for a hamburger, it should be no surprise that\nnegative advertising among the politicians themselves has started so\nearly.\nPolitical commercials became the central focus of last Wednesday's\nDemocratic debate when Walter Mondale and Gary Hart accused each other's\nadvertising of distorting the record.\nPolitical commercials sell a candidate like a product. Like one\nfamous product, they can be positive \"You Deserve a Break Today.\" Or\nthey can be negative \"Where's the Beef?\"\nWhichever path is chosen, a politician's \"paid media\" is supposed\nto reinforce the positive values and minimize the negative values\naccorded him in the \"free\" news media.\nWhen the Democrats and Republicans choose their presidential\ncandidates this summer, each camp is expected to spend $20 million on\ntelevision commercials. The themes are already being tested in four\ngeneric ads one series for the Republicans, one for the Democrats, one\nfor President Reagan and one against him.\nThe only element not yet in place, surprisingly, is Reagan's own\ncampaign committee advertising team, which was selected just Friday\nafter a months-long series of miscues in what was otherwise considered a\ntop-notch political organization. The group, modeled after President\nNixon's 1972 effort, is made up of \"all-stars\" from a variety of\nMadison Avenue agencies and dubbed \"the Tuesday Team.\"\nIt is expected that Reagan's fall campaign ads will use extensive\nfootage of his forthcoming trips to China and Europe, portray him being\nthe president instead of a mere candidate and adopt Hart's road-tested\n\"future\" themes.\nThe Meese Factor\nPerhaps the most sensational of the early ads was released last\nweek by the Democratic Congressional Campaign Committee, which is\nsupposed to help elect Democrats to the House.\nBut taking advantage of the investigation of Reagan aide Edwin\nMeese, the Democratic committee put out a devastating 30-second ad\ndepicting only Republicans Reagan, Meese and seven others accused of\nwrongdoing. The ad's narration is not subtle: \"More scandal-tainted\nofficials than we've seen since Richard Nixon and Watergate. This is\nmoral leadership? Vote Democratic.\"\nThe Republican National Committee has been on the air with the\nfirst in a $4 million series of ads addressing what it believes to be a\npotential vulnerability young people, women and the upwardly mobile\nmiddle class that seems attracted to Democrat Hart.\nOne of the ads features an attractive young woman riding a bicycle\nfor exercise. \"The all new Democrat ideas and leadership,\" she says,\nare really \"the same old empty promises that didn't work before and\nwon't work now. They caused the problems we had four years ago.\" The\nprinted slogan reads: \"The Republicans. The future.\"\nThe RNC was enormously successful in 1980 with pre-primary ads\nattacking the Democrats, symbolized by a Tip O'Neill character in a\nlimousine running out of gas.\nDemocrats ignored the notion of party advertising to their dismay\nin 1980, but they are aware of its impact in 1984, says Democratic\nNational Committee television consultant Robert Hirshfeld.\nThe DNC is now running four commercials that can be classified as\nnegative.\nPerhaps the most effective shows six previous presidents\nincluding Democratic nemesis Nixon - signing arms control agreements -\nwith the Soviets, that is, \"every president until now.\" The ad borrows\nfor its slogan Reagan's own words on the deficit: \"Act today to\npreserve tomorrow.\nReagan campaign aides suggested the arms control ad does not take\ninto account the Soviets' unwillingness to bargain. One said the\ncommercial could easily be countered by showing \"a picture of a kidney\ndialysis machine,\" to represent the late Soviet leader Yuri Andropov.\nmore\nupi 03-31-84 11:07 aes\n5 upi 03-31-84 12:33 aes\nBy IRA R. ALLEN\nWASHINGTON (UPI) - Among the high-powered on Madison Avenue helping\nPresident Reagan's campaign are men who created the \"Pepsi Generation\"\nand Richard Nixon's successful 1968 television commercials.\nAfter months of delay and internal bickering, Reagan's political\nadvisers Friday named a team of advertising men to run a $25 million\ncampaign to sell the president to the nation's voters this summer\nthrough the November election.\nInstead of relying as most campaigns do on a single advertising\nagency or political consulting firm, Reagan's advisers put together an\nindependent \"all-star\" team of executives from a variety of well-known\nagencies.\nOne of the group's senior advisers is Phil Dusenberry, who created\nthe \"Pepsi Generation\" commercials.\nOne consultant is Roger Ailes, executive producer of the Mike\nDouglas show and executive producer of Nixon's 1968 television campaign\nand presidential consultant after Nixon's election.\nThe executive vice president of the team is Walter Carey, whose\naccounts at the Leber Katz Partners firm include Campbell Soup and\nPepperidge Farm.\nPatterned after Nixon's 1972 independent ad agency known as \"the\nNovember Group,\" Reagan's will be known as \"the Tuesday Team.\"\nCampaign chairman Sen. Paul Laxalt, R-Nev., said the team is\ncomposed of \"the brightest stars in the world of advertising.\"\nWith no primary opposition, the delay in selecting an advertising\nteam is not expected to hurt the campaign, which is expected to begin\nairing commercials during the summer.\nThe day-to-day manager is James Travis, president of a firm once\nconsidered in the running to handle Reagan's account alone. Della Femina\nonce wrote a book about his advertising exploits, particularly for a\nJapanese electronics firm. He called the book, \"From the Folks Who\nBrought You Pearl Harbor.\"\nCampaign officials had talked with Della Femina, about running the\nad campaign by himself last month. Della Feminia said he declined for\nfinancial reasons. But a White House source said Della Femina was\nrejected, in part, because of an embarrassing interview he gave to Oui\nmagazine in 1981.\nPreviously, the White House rejected its 1980 television consultant\nPeter Dailey, who had quit his job as ambassador to Ireland to return to\nthe campaign. News reports attributed the decision to Nancy Reagan's\ndispleasure with his work. A White House official said, however, the\nadvertising. campaign wanted to move toward a more creative, less political style of\nupi 03-31-84 12:33 aes\n3/7/84\nREAGAN-BUSH\nSUMMARY OF EXPENSES\nMARCH\nAPRIL\nMAY\nJUNE\nJULY\nAUG.\nSEPT.\nOCT.\nNOV.\nDEC.\nTOTAL\nEXPENSES:\nPAYROLL:\nACCOUNT MANA\n38.5\n64.3\n67.8\n69.1\n72.4\n72.5\n71.1\n72.9\n24.8\n553.4\nCREATIVE\n12.6\n62.8\n56.0\n53.0\n62.8\n31.9\n73.9\n61.1\n1.2\n415.3\nBRDCST, PRINT\nADMIN, ACCTG,\nRESEARCH\n14.0\n19.0\n33.1\n26.8\n27.9\n28.0\n27.1\n23.1\n15.7\n214.7\nTOTAL P/R\n65.1\n146.1\n156.9\n148.9\n163.1\n132.4\n172.1\n157.1\n41.7\n1,183.4\nFACILITIES\n36.2\n36.2\n36.2\n36.2\n36.2\n36.2\n36.2\n36.2\n289.6\nOPERATING\n47.1\n71.4\n72.2\n73.8\n73.9\n74.3\n76.3\n76.0\n565.0\nTOTAL EXPENS\n148.4\n253.7\n265.3\n258.9\n273.2\n242.9\n284.6\n269.3\n41.7\n2,038.0 *\n*\nEXCLUDES MEDIA PAYROLL, PLANNING AND BUYING FEES.\n3/7/84\nREAGAN-BUSH\nPAYROLL EXPENSES\nPROJECTED PAYROLL EXPENSE\nMARCH\nAPRIL\nMAY\nJUNE\nJULY\nAUG.\nSEPT.\nOCT.\nNOV.\nDEC.\nTOTAL\nPAYROLL:\nACCOUNT MANAGEMENT\n38.5\n64.3\n67.8\n69.1\n72.4\n72.5\n71.1\n72.9\n24.8\n553.4\nCREATIVE\n12.6\n62.8\n56.0\n53.0\n62.8\n31.9\n73.9\n61.1\n1.2\n415.3\nBRDCST, PRINT,\nADMIN, ACCTG,\nRESEARCH\n14.0\n19.0\n33.1\n26.8\n27.9\n28.0\n27.1\n23.1\n15.7\n214.7\nTOTAL\n65.1\n146.1\n156.9\n148.9\n163.1\n132.4\n172.1\n157.1\n41.7\n1,183.4 *\n* MEDIA DEPARTMENT PAYROLL NOT INCLUDED.\nPROJECTED WITH WESTERN INTERNATIONAL\nMEDIA, AS THE PLANNING AND BUYING UNIT.\n3/7/84\nREAGAN-BUSH '84\nACCOUNT MANAGEMENT\nPROJ. PAYROLL EXPENSE\nANNUAL\n@ PROJECT\n%\nTOTAL\nBASE\nYEAR\nBASE\nTIME\nPAY\nMAR.\nAPRIL\nMAY\nJUNE\nJULY\nAUG.\nSEPT.\nOCT.\nNOV.\nDEC.\nTOTAL\nDAYS\n30.0\n31.0\n30.0\n31.0\n31.0\n31.0\n30.0\n31.0\n30.0\n31.0\n275.0\nMANAGER\n250.0\n75.0\n187.5\n91.7\n171.9\n15.6\n20.8\n20.8\n20.8\n20.8\n20.8\n20.8\n20.8\n10.7\n171.9\nCONSULT\n75.0\n75.0\n56.3\n85.7\n48.2\n4.6\n6.2\n6.2\n6.2\n6.2\n6.2\n6.2\n6.2\n48.0\nMS\n100.0\n75.0\n75.0\n91.5\n68.6\n6.2\n8.3\n8.3\n8.3\n8.3\n8.3\n8.3\n8.4\n4.2\n68.6\nAS\n75.0\n75.0\n56.3\n85.6\n48.2\n4.6\n6.1\n6.3\n6.1\n6.3\n6.3\n6.1\n6.4\n48.2\nAS\n75.0\n75.0\n56.3\n81.1\n45.6\n6.1\n6.3\n6.1\n6.3\n6.3\n6.1\n6.5\n1.9\n45.6\nAE\n40.0\n75.0\n30.0\n85.6\n25.7\n1.5\n3.3\n3.4\n3.3\n3.4\n3.4\n3.3\n3.4\n0.7\n25.7\nAE\n40.0\n75.0\n30.0\n81.1\n24.3\n3.3\n3.4\n3.3\n3.4\n3.4\n3.3\n3.4\n0.8\n24.3\nAC\n25.0\n75.0\n18.8\n81.1\n15.2\n2.0\n2.1\n2.0\n2.1\n2.1\n2.0\n2.1\n0.8\n15.2\nAC\n25.0\n75.0\n18.8\n48.0\n9.0\n2.1\n2.2\n2.0\n2.2\n0.5\n9.0\nEX SECT\n35.9\n75.0\n26.9\n92.4\n24.9\n3.0\n2.9\n3.0\n2.9\n3.0\n3.0\n2.9\n3.0\n1.2\n24.9\nEX SECT\n35.9\n75.0\n26.9\n92.4\n24.9\n3.0\n2.9\n3.0\n2.9\n3.0\n3.0\n2.9\n3.0\n1.2\n24.9\nSECTY #\n29.9\n75.0\n22.4\n81.1\n18.2\n2.4\n2.5\n2.4\n2.5\n2.5\n2.4\n2.5\n1.0\n18.2\nSECTY #\n29.9\n75.0\n22.4\n70.0\n15.7\n2.5\n2.4\n2.5\n2.5\n2.4\n2.5\n0.9\n15.7\nSECTY #\n29.9\n75.0\n22.4\n58.9\n13.2\n2.4\n2.5\n2.5\n2.4\n2.5\n0.9\n13.2\nTOTAL\n866.5\n649.9\n553.4\n38.5\n64.3\n67.8\n69.1\n72.4\n72.5\n71.1\n72.9\n24.8\n553.4\n3/7/84\nREAGAN-BUSH '84\nCREATIVE DEPT.\nPROJECTED PAYROLL EXPENSE\nANNUAL\n%\nPROJEC\n%\nTOTAL\nBASE\nYEAR\nBASE\nTIME\nPAY\nMAR.\nAPRIL\nMAY\nJUNE\nJULY\nAUG.\nSEPT.\nOCT.\nNOV.\nDEC.\nTOTAL\n31.0\n30.0\n31.0\n30.0\n31.0\n31.0\n30.0\n31.0\n30.0\n31.0\nTITLE:\nTEAM A:\nSR.AD\n250.0\n75.0\n187.5\n35.6\n66.8\n6.3\n12.6\n12.6\n3.0\n3.0\n4.1\n12.6\n12.6\n66.8\nSR.W.\n250.0\n75.0\n187.5\n35.6\n66.8\n6.3\n12.6\n12.6\n3.0\n3.0\n4.1\n12.6\n12.6\n66.8\nTEAM B:\nSR. AD\n250.0\n75.0\n187.5\n35.6\n66.8\n12.6\n7.1\n6.3\n12.6\n3.0\n12.6\n12.6\n66.8\nSR. W\n250.0\n75.0\n187.5\n35.6\n66.8\n12.6\n7.1\n6.3\n12.6\n3.0\n12.6\n12.6\n66.8\nTEAM C\nSR. AD\n150.0\n75.0\n112.5\n35.6\n40.1\n6.2\n6.2\n12.3\n12.3\n3.0\n40.0\nSR. W\n150.0\n75.0\n112.5\n35.6\n40.1\n6.2\n6.2\n12.3\n12.3\n3.0\n40.0\nTEAM D\nSR. AD\n50.0\n75.0\n37.5\n35.0\n13.1\n2.1\n2.0\n4.2\n4.1\n0.8\n13.2\nSR. W\n50.0\n75.0\n37.5\n35.0\n13.1\n2.1\n2.0\n4.2\n4.1\n0.8\n13.2\nCOMP 1\n25.0\n75.0\n18.8\n40.6\n7.6\n1.0\n1.0\n2.1\n2.0\n1.5\n7.6\nCOMP 2\n25.0\n75.0\n18.8\n24.6\n4.6\n1.0\n1.0\n1.3\n1.3\n4.6\nBULLPEN 1\n20.0\n75.0\n15.0\n40.6\n6.1\n1.2\n1.2\n1.2\n1.2\n1.2\n6.0\nBULLPEN 2\n20.0\n75.0\n15.0\n24.6\n3.7\n1.2\n1.2\n1.3\n3.7\nSECTY\n20.0\n75.0\n15.0\n58.9\n8.8\n1.6\n1.7\n1.7\n1.6\n1.7\n0.5\n8.8\nPROOFREAD\n25.0\n75.0\n18.8\n58.9\n11.0\n2.0\n2.1\n2.1\n2.0\n2.1\n0.7\n11.0\nTOTAL\n1535.0\n1151.3\n415.3\n12.6\n62.8\n56.0\n53.0\n62.8\n31.9\n73.9\n61.1\n1.2\n415.3\n3/7/84\nREAGAN-BUSH '84\nBRDCSDT, PRINT, ADMIN. , ACCTG. & RESEARCH\nPROJECTED PAYROLL EXPENSE\nANNUAL\n%\nPROJEC\n%\nTOTAL\nBASE\nYEAR\nBASE\nTIME\nPAY\nMAR.\nAPRIL\nMAY\nJUNE\nJULY\nAUG.\nSEPT.\nOCT.\nNOV.\nDEC.\nTOTAL\nBROADCAST\nPRODUCER\n60.0\n75.0\n45.0\n33.3\n15.0\n5.1\n2.4\n2.5\n2.5\n2.5\n15.0\nPRODUCER\n60.0\n75.0\n45.0\n33.3\n15.0\n5.1\n2.4\n2.5\n2.5\n2.5\n15.0\nASST PROD\n35.0\n75.0\n26.3\n70.0\n18.4\n3.0\n2.9\n3.0\n3.0\n2.9\n3.0\n0.6\n18.4\nSECTY\n20.0\n75.0\n15.0\n100.0\n15.0\n1.7\n1.6\n1.7\n1.6\n1.7\n1.7\n1.7\n1.7\n1.6\n15.0\nPRINT PRO\nMANAGER\n40.0\n75.0\n30.0\n81.1\n24.3\n3.3\n3.4\n3.3\n3.4\n3.4\n3.3\n3.4\n0.8\n24.3\nTRAFFIC\n25.0\n75.0\n18.8\n100.0\n18.8\n2.1\n2.0\n2.1\n2.0\n2.1\n2.1\n2.1\n2.2\n2.1\n18.8\nADMIN. ASS\n30.0\n75.0\n22.5\n81.1\n18.2\n2.4\n2.5\n2.4\n2.5\n2.5\n2.4\n2.5\n1.0\n18.2\nMAIL ROOM\n10.0\n75.0\n7.5\n100.0\n7.5\n0.9\n0.8\n0.9\n0.8\n0.9\n0.9\n0.8\n0.9\n0.6\n7.5\nMESSENGER\nACCTG:\nBILLING\n30.0\n75.0\n22.5\n100.0\n22.5\n2.5\n2.4\n2.5\n2.5\n2.5\n2.5\n2.4\n2.6\n2.6\n22.5\nADMIN:\n20.0\n75.0\n15.0\n100.0\n15.0\n1.7\n1.6\n1.7\n1.6\n1.7\n1.8\n1.6\n1.7\n1.6\n15.0\nRESEARCH\n60.0\n75.0\n45.0\n100.0\n45.0\n5.1\n4.9\n5.1\n4.9\n5.1\n5.1\n4.9\n5.1\n4.8\n45.0\nGRAND TOT\n390.0\n292.5\n214.7\n14.0\n19.0\n33.1\n26.8\n27.9\n28.0\n27.1\n23.1\n15.7\n214.7\n3/7/84\nREAGAN-BUSH\nFACILITIES\nEXPENSES\nMAR.\nAPRIL\nMAY\nJUNE\nJULY\nAUG.\nSEPT.\nOCT,.\nNOV.\nDEC.\nTOTAL\n.\nFACILITIES:\nOFFICE RENTAL\n29.2\n29.2\n29.2\n29.2\n29.2\n29.2\n29.2\n29.2\n233.6\nFURNITURE RENTA\n2.0\n2.0\n2.0\n2.0\n2.0\n2.0\n2.0\n2.0\n16.0\nAPART.:\nN.Y&D.C.\n5.0\n5.0\n5.0\n5.0\n5.0\n5.0\n5.0\n5.0\n40.0\nTOTAL\nFACILITIES\nEXPENSE\n36.2\n36.2\n36.2\n36.2\n36.2\n36.2\n36.2\n36.2\n289.6\n3/7/84\nREAGAN-BUSH\nOPERATING EXPENSES\nMAR.\nAPRIL\nMAY\nJUNE\nJULY\nAUG.\nSEPT.\nOCT.\nNOV.\nDEC.\nTOTAL\nLOCAL TRAVEL\n1.6\n3.2\n3.2\n3.2\n3.2\n3.2\n3.2\n3.2\n24.0\nO-T-T\n6.6\n13.3\n13.3\n13.3\n13.3\n13.5\n13.4\n13.3\n100.0\nAUTO\n1.1\n1.2\n1.2\n1.3\n1.3\n1.3\n1.3\n1.3\n10.0\nHOTEL, MEALS,\n10.0\n10.0\n10.0\n10.0\n10.0\n10.0\n10.0\n10.0\n80.0\nUNBILL. COST\n1.0\n2.0\n2.0\n2.0\n4.0\n4.0\n15.0\nTELEPHONE\n3.2\n6.4\n6.4\n6.4\n6.4\n6.4\n6.4\n6.4\n48.0\nPOSTAGE\n0.5\n0.5\n0.6\n0.6\n0.6\n0.6\n0.6\n4.0\nSHIPPING\n1.0\n1.0\n1.2\n1.2\n1.2\n1.2\n1.2\n8.0\nEQUIP. RENTAL\n6.4\n6.4\n6.2\n6.2\n6.2\n6.2\n6.2\n6.2\n50.0\nCOMPUTER:\nSPOT\n5.0\n5.0\n5.0\n5.0\n5.0\n5.0\n5.0\n35.0\nPRINT\n1.1\n1.2\n1.1\n1.2\n1.1\n1.2\n1.1\n8.0\nOFFICE EXP.\n1.3\n2.6\n2.6\n2.7\n2.7\n2.7\n2.7\n2.7\n20.0\nMOV.&STOR.\n0.3\n0.2\n0.3\n0.2\n0.3\n0.2\n0.3\n0.0\n1.8\nART SUPPLIES\n1.6\n3.2\n3.2\n3.2\n3.2\n3.2\n3.2\n3.4\n24.2\nSUPPERS\n2.1\n4.2\n4.2\n4.3\n4.3\n4.3\n4.3\n4.3\n32.0\nINSUR.\n1.2\n1.3\n1.2\n1.3\n1.2\n1.3\n1.2\n1.3\n10.0\nMEDIA RES.:\nNEIL./TEL.\n3.1\n3.1\n3.1\n3.1\n3.1\n3.2\n3.2\n3.1\n25.0\nCLIPPING SE\n1.1\n1.1\n1.1\n1.1\n1.1\n1.2\n1.2\n1.1\n9.0\nRAD. /TV REP\n1.2\n1.2\n1.2\n1.2\n1.3\n1.3\n1.3\n1.3\n10.0\nCONTINGENCY\n6.3\n6.4\n6.3\n6.4\n6.3\n6.4\n6.4\n6.5\n51.0\nTOTAL\n47.1\n71.4\n72.2\n73.8\n73.9\n74.3\n76.3\n76.0\n565.0\nDella Femina, Travisano\n& Partners Inc.\nJAMES D. TRAVIS\nPRESIDENT\nMarch 8, 1984\nMr. Michael A. McManus, Jr.\nAssistant to the President\nThe White House\n1600 Pennsylvania Avenue, N.W.\nWashington, D.C. 20500\nDear Mike:\nI enjoyed our discussion yesterday and, as promised, have\nput some thought to projected payroll, facilities and\noperating expenses required in mounting an all-star\nReagan-Bush '84 advertising team.\nThe attached projections that I've put out on our computer\nreflect costs in obtaining top creative, account management,\nbroadcast and print production, research, accounting and\nadministrative support for the duration of the campaign.\nNo media planning or buying costs are included, as we would\nrecommend utilizing the established Western International\nMedia Buying Service to handle this important function.\nI am currently talking with Dennis Holt, President of WIM,\nabout working out an equitable fee arrangement versus their\nstandard 5% commission.\nWorst case I would see Reagan-Bush '84 saving approximately\n$1MM by setting up this all-star creative group and ad hoc\n15% commission.\nagency, as opposed to going with an agency with a standard\nHowever, the key in my way of thinking is not the dollar\nsavings, but the quality of the creative product provided by\nthe talent that we could corral for this important assignment.\nWhen you talk to agencies that are willing to handle the\nassignment, be sure to isolate that group of people who will\nbe responsible for actually creating the advertising and the\npeople who will manage the business. It doesn't matter how\nbig or established the agency is -- the only thing you should\ncare about is the dedication and talent of that team committed\nto the Reagan-Bush '84 reelection.\nThe idea of establishing an advisory/review board with people\nof Ed Ney's and Phil Dusenberry's stature is, I believe, very\nworthwhile because they can make a real contribution to the\ncampaign strategy and creative executions.\n625MADISONAVENUE,NEWYORK,NEWYORK1OO2,212421718OTHLEX428985\nMr. Michael McManus, Jr.\nMarch 8, 1984\nPage Two\nI'm sure you will have a number of questions about this\npreliminary budget, so please call. In the meantime, I\nhave included a list of people in agency management and\nour clients who, hopefully, have heard of me.\nBest regards,\nJDT:1ch\nJim\nAttachments\nAD HOC ADVERTISING AGENCY PLAN\nWe propose to establish Campaign 84 as a New York\ncorporation with Jim Travis, Walt Carey and Glen Sadeem as\nDirectors and Officers. This would be a totally independent\ncorporation which would also do some additional business for the\nRNC/Convention, and perhaps another local campaign. The\nCorporation will hire all of the creative people, staff and\nnecessary administrative support as well as an outside media and\nproduction support group. The Corporation will bill the campaign\nmonthly for all related expenses. We will be advised by counsel\nas to how to schedule and allocate expenditures between primary\nand general campaign funds to avoid double billing.\nRoger Ailes will be hired as a consultant to the campaign\nand Jim Lake. He will provide political/advertising liaison and\noversight with the Corporation's creative process. He has agreed\nto give us two days a week and to be available on call for a\nthird if we need him. Roger will be a part of the political\nstrategy group as defined by Baker, Deaver and Rollins and will\ncoordinate the communication of the strategy to the creative\npeople. He will also help keep track of production and media\ncosts and schedules.\nEd Rollins has suggested that the total advertising budget\nwill be approximately $25 million with $3.5 million in the\nprimary and $21.5 in the general. He has also suggested the need\nfor approximately 25 ads to be produced. Based on these\nrequirements, the Corporation budget would be approximately as\nfollows:\nPayroll and Admininstrative Expenses\nManagement\n$395,900\nCreative\n355,000\nMedia Person & fee\n415,000\nOther admin\n194,000\nFacilities\nOffice space and\n$267,400\napartment\nOperating\n$530,000\n$2,157,300\nProduction\n2,000,000\n$4,157,300\nBased on these budget amounts, total payroll, facilities and\noperating expenses amount to 8.6% of the advertising budget.\nThis compares with 13.4% in 1972 and 8.7% in 1980 (1980 figures\nPage two\nwere for only three months of operation as compared with seven\nmonths for Campaign 84). Production costs of 8.2% of the\nadvertising budget compare with 14.4% in 1972 and 15.9% in 1980.\nThe savings in Campaign 84 is partially due to using our high\ncaliber creative people as producers and by savings from\nproduction houses willing to help at reduced prices. All of\nthese numbers are estimates and may change substantially\ndepending on additional requirements or changes which may be\nnecessary.\nWe have attached additional financial information and a\nproposed contract between the campaign and the Corporation for\nyour review. Jim Lake and I will assume the continuing\nresponsibility to Baker and Deaver for this operation.\nBased upon your review of the foregoing, may we proceed to\nset up Campaign 84 and announce the agency.\nApprove\nDisapprove\nBUDGET ALLOCATION\nREAGAN-BUSH '84 vs. CAMPAIGN 80\n($000)\nREAGAN-BUSH '84\n%\nCAMPAIGN 80\nolo\nMEDIA\n$ 20,800\n83.2\n$ 14,500\n79.4\nPRODUCTION\n2,000\n8.0\n2,313\n12.6\nPROMOTION\n198\n1.1\nGENERAL OPERATING\nEXPENSE\n2,200*\n8.8\n1,265*\n6.9\nTOTAL\n$ 25,000\n100.0 %\n$ 18,318\n100.0%\n*Reagan Bush '84 is a seven month operation wheras Campaign 80\nexisted for only three months."
}