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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 (3)
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
WASHINGTON
March 13, 1984
for her
MEMORANDUM FOR MICHAEL K. DEAVER
FROM:
MICHAEL A. McMANUS manom
SUBJECT:
Advertising Agency for the Campaign
This memorandum is intended to bring you up to date on where
we are in our effort to try to find a suitable advertising
vehicle for the campaign. As you know Jim Lake and I spent
several days in New York last week and I have done a summary
of the results of that visit which are attached under
Index A.
In summary, we continue to find that most large advertising
agencies either have a formal policy against taking
political accounts or have made a decision not to take such
an account during this campaign season. Our goal,
therefore, has been to try to find one or two smaller
agencies who could be the vehicle for a campaign effort and
also to look into the possibility of putting together
another in-house advertising agency. We have come up with
at least two possibilities for a small agency for you to
take a look at in New York this week. The first is
Rumrill-Hoyt, a relatively small agency which is part of the
Compton Group and is now owned by Sachi and Sachi, the
London based advertising agency which did the Margaret
Thatcher campaign. A letter from Rumrill-Hoyt is attached
as Index B and we also have some additional creative work
that they submitted.
We have also received a letter from the Ketchum Agency
suggesting that they would be willing to handle the account
at cost. I've spoken with their President, Don Sullivan,
and we will arrange to see them as well this week. The
letter from Ketchum is attached under Index C.
Jim Lake and I also had lunch with Jim Travis, the President
of Della-Femina Travisano and Partners, to discuss an
in-house agency. Jim was the administrative person in
charge of opening and developing their California office.
He has given us the names of a number of people who we can
check as references and also included a well thought-out
plan for the creation of an in-house agency. The letter and
- 2 -
plan from Jim Travis are attached under Index D. Both Phil
Dusenberry and Phil Joanou, who was involved in the 1972
in-house agency, have recommended Mr. Travis as a good
person for the administrative job.
Jim Lake is discussing with a number of people the
possibility of seeing other agencies and we may have some
additional suggestions for you. In the meantime, it may
also be a good idea to see one of the political advertising
people as a number of our political advisors feel that this
is critically important. Jim Lake and I met with Roger
Ailes while we were in New York and I was impressed by his
presentation and willingness to work with us on a part-time
basis as needed to provide some political oversight and
direction to the creative people. It may be worthwhile
setting up a meeting for you with Roger Ailes while we are
in New York.
I think it's also important to note that the Ketchum Agency
and Rumrill-Hoyt are both willing to bring in outside
creative talent to expand present operations to handle our
account. As you know, we have heard from a number of
creative people who would be willing to work with us and
some of the names mentioned are the most creative people on
Madison Avenue today. There may be some benefit in using
the administrative and organizational capabilities of these
agencies as a basis for building an in-house agency with
some of our own creative talent. This could be a compromise
between a totally new in-house agency and a totally
independent agency.
If you have any questions about our status to date, I would
be happy to discuss any of these matters further.
THE WHITE HOUSE
WASHINGTON
March 13, 1984
MEMORANDUM FOR MICHAEL K. DEAVER
FROM:
MICHAEL A. McMANUS manom
SUBJECT:
Advertising Agency for the Campaign
Last week Jim Lake and I spent a number of days in New York
continuing our search for an advertising agency. The
following is a review of that effort and our results to
date.
We met and had lunch with Jerry Della-Femina to catch up on
his efforts to try to find another major advertising agency
which would be interested in the account. Jerry went
through a list of all the major creative advertising
agencies including those that you and I had mentioned to him
on the phone and he explained that he had had no luck with
any of the agencies. It seems that they all either have a
policy against taking political accounts, or are not
interested in this particular political account, or had
decided for the purpose of this campaign to stay out of the
political arena. He did say, however, that he had come
across a number of creative people who were interested in
working with us during this campaign and who would be
willing to dedicate some time to an in-house agency if one
were being set up. This list includes the creative people
on the Federal Express account, the Light Beer account, the
person in Jerry's firm who did the "New Beginning" ads in
addition to a number of writers and art producers. Jerry
recommended that his partner, Jim Travis, had the
administrative talent necessary to set up an in-house agency
and that it appeared that that would be the best direction
for us to head.
That evening, I had the opportunity to spend some time with
Drew Lewis who felt that the problems associated with an
in-house agency that we would have to set up from scratch
would be too great and that we ought to find an existing
agency into which we could put additional creative talent
for the purpose of this particular account. He suggested
that we talk to a couple of firms which he mentioned,
Compton Advertising and Ogilvy & Mather.
That evening, I spent some time with Jim Baker who told both
Jim Lake and me how important he felt it was to have a
political advertising type who could be closely associated
- 2 -
with the advertising agency or in-house agency we created.
He suggested that we talk to Roger Ailes, Bobby Goodman, and
some of the other political advertising types.
The next morning, Jim and I went over to Drew Lewis' office
to follow-up on our conversation with him. He arranged for
us to see a person at Ogilvy & Mather and was following up
on an introduction to Compton Advertising, if they expressed
an interest in the account. At the same time I called Don
Johnston, the Chairman of the Board of J. Walter Thompson,
who said that he would be willing to help us but had no
specific ideas of an agency that might be interested in
handling the accounts. He advised us that setting up an
agency similar to the one set up in 1972 had not proved to
be that difficult and that there were not considerable
problems in trying to bring creative talent together. I
also attempted several times to contact Ed Ney, the Chairman
of the Board of Young & Rubicam, and although I could not
contact him, Jerry Della-Femina advised me that he had
talked to Mr. Ney who had said that although Young & Rubicam
would not be interested in handling the account, Mr. Ney
himself would see that we got some personnel out of that
agency and said that he would personally be interested in
helping where he could.
Jim and I had lunch with Jim Travis who outlined his plan
for an in-house agency which structurally would be very
similar to the organizational chart that he gave us during
his presentation in the Roosevelt Room. He said he felt
that based on the people who had expressed an interest, the
creative part of the agency would be no problem and that
setting up the production and other aspects would take
approximately two to three weeks. I had talked with both
Don Trump and Lou Ruden the previous evening and confirmed
that office space could be avaible at a reasonable rate to
us in a good part of Manhattan. Drew Lewis also suggested
that Warner-Amex may have some unused space which they could
make available. We asked Jim Travis to give us a list of
people we could talk to about his qualifications and also to
give some thought to how he might put an in-house agency
together in more detail.
Jim and I then went to meet with Roger Ailes, the political
advertiser who confirmed Jim Baker's feeling that there
needed to be some very strong political input into the
creative process. Roger Ailes stated that the political
advertising person should be involved in presenting the
project to the creative types so that they can create
exactly what we are looking for. He also said it would be
important for somebody with strong political experience to
screen the proposed ads before they present it to the
- 3 -
Washington group in order to take out any aspects which may
be political problems not obvious to the creative types.
Roger Ailes said that he would be available to perform this
service for us if requested.
Jim and I then went to Ogilvy & Mather to meet with
Brendan Ryan and Bill Taylor. Mr. Ryan explained that
Ogilvy could not accept a political account but thought that
we might be interested in meeting with Bill Taylor who had
been one of creative directors for the 1972 Nixon in-house
agency. Mr. Taylor had been suggested to me by
Bill Carruthers as well. Mr. Taylor confirmed the fact that
there had been no problems with quickly putting together an
in-house agency and that there were no problems with
creative types from other agencies working together for the
first time. He said that the greatest problem they had was
the change in signals and the conflict in signals between
the White House and the re-election campaign in 1972.
The following morning, I went to see Rumrill-Hoyt, a
relatively small advertising agency which is part of the
Compton Group and now owned by Sachi and Sachi, the London
based advertising agency which handled the Margaret Thatcher
campaign. Rumrill-Hoyt was established primarily to handle
the Kodak account but has since expanded into such other
accounts as Molson Ale, Bacardi Rum, and the New York City
Opera among others. The three principals I spoke with
explained to me that they were Reagan supporters,
Republicans and extremely interested in re-electing the
President. They are prepared to make a presentation to you
this week, and after some discussion said that they would
have no problem with bringing in some creative types from
other agencies who expressed an interest in working on the
campaign.
Upon my return to Washington, I received a letter from the
Ketchum agency which expressed an interest in working on the
campaign at cost. I called their president, Don Sullivan,
and discussed his concept with him. He said that he would
prefer to work the account out of New York, and that he
would have no problem with bringing additional creative
types in from other agencies to help them with the account.
Ketchum is also willing to make a presentation to you in New
York this week.
I have continued to follow up on my contacts to see if there
are other agencies that might be interested in this account,
but without any success to date. I do have the names of
some people in other advertising agencies who could not
handle the account, but who are some people we might want to
call for additional advice. In addition, Jim Lake has
received the name of an agency from Jim Robinson, the
Chairman of American Express, and will be following up to
see if they have an interest in making a presentation.
Rumrill
PAUL J. GOLDSMITH
Hoyt
EXECUTIVE VICE PRESIDENT
ADVERTISING
CHIEF OPERATING OFFICER
March 8, 1984
Mr. Michael A. McManus, Jr.
Assistant to the President
The White House
Washington, D.C. 20500
Dear Mike:
Re: Examples of Rumrill-Hoyt Work
We really enjoyed your visit this morning, and we are genuinely excited
and extremely interested in working with you to help re-elect President
Reagan.
As you requested, I am enclosing a few samples of recent print
advertising produced by Rumrill-Hoyt. We are not forwarding any radio
or television commercials, because we would rather present those to you,
along with the appropriate strategic thinking, when we meet next week.
To briefly explain the rationale and results of the enclosed
advertising:
NEW YORK CITY OPERA - This two page advertisement ran in the New
York Times in February, 1983. Our aim was to convince potential
opera goers (old and new) that this form of entertainment could be
exciting, enjoyable and affordable. Results were more than we had
a right to expect. This single advertisement generated more
subscriptions than any other ever done by the Opera.
MOLSON GOLDEN ALE - I am forwarding some examples of our current
print campaign for this Canadian import. Our advertising has
always tried to be slightly irreverent, very imaginative and full
of "appetite-appeal." These advertisements along with some very
unusual radio commercials, have helped make Molson the second
leading imported brand in the United States.
LADIES' HOME JOURNAL - As you know, this magazine was 100 years old
last fall, and is enjoying its greatest year in terms of
advertising revenues and circulation. Two years ago, when Ladies'
Home Journal first assigned their account to Rumrill-Hoyt, the
magazine was in deep trouble. Advertising revenues were slipping,
and media planners and buyers at major advertising agencies thought
RUMRILL-HOYT, INC. / 635 MADISON AVENUE / NEW YORK, NEW YORK 10022 / 212 872-4000
Mr. Michael A. McManus, Jr.
Page 2
March 8, 1984
of the magazine as stodgy and outdated. With unique trade
advertising that repositioned Ladies' Home Journal as being really
"with-it", we did the trick. The advertisements we are sending you
represent just a small part of a most exciting campaign. We will
show you the rest of the work next week.
IRISH MIST LIQUEUR - Three examples of a very unique campaign we
recently developed for this brand. The challenge was to increase
usage. Our solution was to suggest that the product could also be
enjoyed before and during dinner as well as after (the time it's
most consumed).
BACARDI RUM - We have helped this brand become the leading
distilled spirit in the United States. As you can imagine, we have
produced hundreds of terrific advertisements. However, we are
proudest of the enclosed advertisement, encouraging moderation. It
has been acclaimed around the world for its hard-hitting
simplicity.
CHURCH OF THE NAZARENE - Last year we produced a series of radio
and television commercials, print advertising and brochures to
enhance the reputation of this Church as one that reaches out. A
secondary objective was to increase attendance at Sunday Services
and weekly prayer meetings. Advertising awareness studies and
rising attendance figures have demonstrated our success on both
counts.
The foregoing commentary and the enclosed materials provide nothing more
than a glimpse of who we are, and what we can accomplish. We look
forward to meeting with you again next week to deliver a more
comprehensive presentation and to suggest how we might work together.
Best regards.
Sincerely,
Paul J. Goldsmith
PJG/reh
enc.
CC: Gary Landis
Harvey Kahn
Ketchum
Advertising.
Donald G. Sullivan,
USA
President
March 8, 1984
Mr. Michael A. McManus, Jr.
Assistant to the President
White House
Washington, D.C. 20500
Dear Mr. McManus:
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.
16th
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 HONGKONG
McManus
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. Material
regarding Ketchum is in the possession of Mr. Deaver.
Sincerely,
Jon Sallon Don Sullivan
DGS/smt
3/7
Della Femina, Travisano
&PartnersIng
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
agency, as opposed to going with an agency with a standard
15% commission.
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.
5MADISONAVENUE,NEWYORK,NEWYORK1OO22,(212)421F718OTELEX428985
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,
Jim
JDT: lch
Attachments
Della Femina, Travisano
&Partners
JAMES D. TRAVIS
PRESIDENT
JIM TRAVIS REFERENCES
Agency Management
Jay Chiat, Chairman
Chiat/Day, Inc.
212-807-4000
Dick Lord, President
Lord, Geller, Federico, Einstein, Inc.
212-421-8050
Barry Loughrane, President
Doyle Dane Bernbach Inc.
212-826-2000
Monty McKinney, Chairman
Doyle Dane Bernbach Inc./West
213-937-5100
Ed Ney, Chairman
Young & Rubicam Inc.
212-210-3000
Carl Spielvogel, Chairman
Backer & Spielvogel, Inc.
212-556-5200
Saul Waring, President
Waring & LaRosa, Inc.
212-755-0700
Clients
William Claggett, Division V.P.,
Director of Advertising & Marketing
Services
Ralston Purina Company
314-982-1000
Dan Howells, President
Six Flags, Inc.
213-622-4300
Dick Olsen, V.P. Corporate Relations
Transamerica Corporation
415-983-4000
Dick Perry, Director of Marketing
Dow Chemical U.S.A.
317-873-7374
Jack Reilly, Senior V.P., General Manager
American Isuzu Motors, Inc.
213-949-0611
625MADISONAVENUE,NEWYORK,NEWYORK1OO22,(212)421F718QTELEX428985
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,
33.1
26.8
27.9
28.0
27.1
23.1
15.7
214.7
RESEARCH
14.0
19.0
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
148.4
253.7
265.3
258.9
273.2
242.9
284.6
269.3
41.7
2,038.0 *
TOTAL EXPENS
*
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
62.8
31.9
73.9
61.1
1.2
415.3
CREATIVE
12.6
62.8
56.0
53.0
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
.
31.0
31.0
31.0
30.0
31.0
30.0
31.0
275.0
DAYS
30.0
31.0
30.0
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
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
CONSULT
75.0
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
MS
100.0
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
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
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
40.0
0.8
24.3
30.0
81.1
24.3
3.3
3.4
3.3
3.4
3.4
3.3
3.4
AE
40.0
75.0
AC
25.0
81.1
15.2
2.0
2.1
2.0
2.1
2.1
2.0
2.1
0.8
15.2
75.0
18.8
2.2
2.0
2.2
0.5
9.0
AC
25.0
75.0
18.8
48.0
9.0
2.1
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
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
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
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
13.2
2.4
2.5
2.5
2.4
2.5
0.9
13.2
SECTY #
29.9
75.0
22.4
58.9
553.4
38.5
64.3
67.8
69.1
72.4
72.5
71.1
72.9
24.8
553.4
TOTAL
866.5
649.9
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
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
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
150.0
75.0
112.5
35.6
40.1
6.2
6.2
12.3
12.3
3.0
40.0
SR. AD
40.1
6.2
6.2
12.3
12.3
3.0
40.0
SR. W
150.0
75.0
112.5
35.6
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
7.6
1.0
1.0
2.1
2.0
1.5
7.6
75.0
18.8
40.6
COMP 2
25.0
75.0
18.8
24.6
4.6
1.0
1.0
1.3
1.3
4.6
1.2
1.2
1.2
1.2
6.0
BULLPEN 1
20.0
75.0
15.0
40.6
6.1
1.2
1.2
1.2
1.3
3.7
BULLPEN 2
20.0
75.0
15.0
24.6
3.7
58.9
8.8
1.6
1.7
1.7
1.6
1.7
0.5
8.8
SECTY
20.0
75.0
15.0
2.0
2.1
2.1
2.0
2.1
0.7
11.0
PROOFREAD
25.0
75.0
18.8
58.9
11.0
415.3
12.6
62.8
56.0
53.0
62.8
31.9
73.9
61.1
1.2
415.3
TOTAL
1535.0
1151.3
3/7/84
REAGAN-BUSH '84
BRDCSDT, PRINT, ADMIN. ACCTG. & RESEARCH
PROJECTED PAYROLL EXPENSE
ANNUAL BASE YEAR % BASE TIME % PAY MAR. APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. TOTAL
PROJEC
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
15.0
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
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
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
30.0
MAIL ROOM
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
10.0
MESSENGER
ACCTG:
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
BILLING
30.0
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
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
RESEARCH
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.:
5.0
5.0
5.0
5.0
5.0
5.0
5.0
5.0
40.0
N.Y&D.C.
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
15.0
UNBILL. COST
1.0
2.0
2.0
2.0
4.0
4.0
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
1.3
1.2
1.3
1.2
1.3
10.0
INSUR.
1.2
1.3
1.2
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
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
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
CONSULT
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
6.5
AS
75.0
75.0
56.3
81.1
45.6
6.1
6.3
6.1
6.3
6.3
6.1
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
3.4
0.8
24.3
AE
40.0
75.0
30.0
81.1
24.3
3.3
3.4
3.3
3.4
3.4
3.3
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
2.1
2.2
2.0
2.2
0.5
9.0
AC
25.0
75.0
18.8
48.0
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
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
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
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 #
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
the
THE WHITE HOUSE
WASHINGTON
February 21, 1984
MEMORANDUM FOR MIKE DEAVER
moe
FROM:
MARGIE CRAWFORD
SUBJECT:
Participants in Presentation
by Della Femina, Travisano &
Partners, Inc. today at 2:30
in the Roosevelt Room.
The participants in the meeting stated
above are as follows:
From the White House:
Mr. Deaver
Mr. Baker (drop-by)
Mr. Darman
From R/B '84:
Sen. Laxalt
Mr. Rollins
Mr. Atwater
Mr. Wirthlin
Mr. Lake
Mr. Nofziger
Mr. Drew Lewis
From Della Femina:
Mr. Jerry Della Femina
Mr. Jim Travis
Mr. Michael Meyer
CC: Mike McManus
THE WHITE HOUSE
washington
March 2, 1984
MEMO FOR DONNA BLUME
MARGIE CRAWFORD
Mec
FROM:
When Jerry Della Femina came down to
Washington the first time to give us
his presentation (Feb. 21st), he left
for Mr. Deaver some printed material
for Mr. Deaver's review.
Mr. Della Femina's office called this
morning and asked if they could have
that material back as soon as possible.
This material is poster board size and
is an example of their advertising as
well as a proposed organization chart.
The address for Mr. Della Femina is:
Della Femina, Travisano & Partners Inc.
625 Madison Avenue
New York, New York 10022
I think it would be best to attention
the material to Jackie, Mr. Della Femina's
Executive Assistant.
Thanks.