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1984 Campaign Advertising (4)
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1984 Campaign Advertising (4)
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Records of the White House Office of the Deputy Chief of Staff (Reagan Administration)
Michael Deaver's Political Files
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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 (4)
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/
WITHDRAWAL SHEET
Ronald Reagan Library
Collection Name DEAVER, MICHAEL: FILES
Withdrawer
KDB 8/30/2011
File Folder
1984 CAMPAIGN ADVERTISING (4)
FOIA
F97-0066/19
Box Number
70
COHEN, D
190
DOC Doc Type
Document Description
No of Doc Date Restrictions
NO
Pages
1
NOTE
RE ATTACHED LETTER
1
ND
C
2
LETTER
TO JERRY DELLA FEMINA
2
12/15/1980 C
3
LETTER
TO JERRY DELLA FEMINA
1
1/28/1981
C
4
LETTER
TO JAMES BAKER
2
3/1/1984
C
Freedom of Information Act - [5 U.S.C. 552(b)]
B-1 National security classified information [(b)(1) of the FOIA]
B-2 Release would disclose internal personnel rules and practices of an agency [(b)(2) of the FOIA]
B-3 Release would violate a Federal statute [(b)(3) of the FOIA]
B-4 Release would disclose trade secrets or confidential or financial information [(b)(4) of the FOIA]
B-6 Release would constitute a clearly unwarranted invasion of personal privacy [(b)(6) of the FOIA]
B-7 Release would disclose information compiled for law enforcement purposes [(b)(7) of the FOIA]
B-8 Release would disclose information concerning the regulation of financial institutions [(b)(8) of the FOIA]
B-9 Release would disclose geological or geophysical information concerning wells [(b)(9) of the FOIA]
C. Closed in accordance with restrictions contained in donor's deed of gift.
THE WHITE HOUSE
WASHINGTON
fill
February 20, 1984
Margie: Per Mr. McManus, there will
be a pre-meeting to the Della - Femina
meeting in Mr. Deaver's office at
2:00 on Tuesday with:
Mr. Deaver
Mike McManus
Jim Lake
Phil Dusenberry
Jerry Della Femina
Donna knew about the change. I called
Jim Lake's office (Roger Bolton) and
told them of the change. I also
notified those on the attached list I
could reach about the change in time
for the "large group" meeting from
2:00 to 2:30. There was no answer
at Della Femina -- however, they were
planning to be here at 2:00 anyway.
THE WHITE HOUSE
WASHINGTON
February 17, 1984
MEMORANDUM FOR MIKE DEAVER
FROM:
MARGIE CRAWFORD MOC
SUBJECT:
Participants in Presentation
by Della Femina, Travisano &
Partners, Inc. on Tuesday,
February 21st at 2:00 p.m.,
in the Roosevelt Room
The participants in the meeting stated above
are as follows:
From the White House: Mr. Deaver
Mr. Baker
Mr. McManus
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
Mr. Phil Dusenberry
add Doug watts - Teel
J. Lake
could not
a Hend
Della Femina, Travisano
& Partners
JERRY DELLA FEMINA
CHAIRMAN OF THE BOARD
February 8, 1984
Mr. Michael Deaver
Assistant to the President
Deputy Chief of Staff
The White House Office
2:00 pm.
1600 Pennsylvania Avenue, N.W.
Washington, D.C. 20500
Dear Mr. Deaver:
I hope I was able to demonstrate how tremendously
enthusiastic I am about the possibility of Della Femina,
Travisano & Partners becoming associated with the Reagan
Reelection Campaign. I feel we have a unique under-
standing of what must be communicated in advertising to
help assure the President's reelection. There is no
other Agency in the country that will be as dedicated
to the President's reelection.
I would also want you to know up-front that if we were
to be selected, I personally would serve as the Agency's
Creative Director and as one of the copywriters on this
campaign. I will write on this because, quite frankly
I don't know anyone else who can bring as much energy,
as much commitment, and as much passion to this task.
Phil Dusenberry asked if we would submit alternative
compensation proposals covering the eight months through
the election with a total media and production budget
of approximately $25MM. The following are compensation
alternatives and the Agency's preferred compensation
arrangement, with rationale:
1. Straight fee against commission. We would propose
a fee of $150,000 per month through the election.
This monthly fee would help defray payroll and
operating expenses, especially during the initial
months of the campaign when media placement would
be relatively low.
MADISON AVENUE, NEW YORK, NEW YORK (212)421-7180,
Mr. Michael Deaver
February 8, 1984
Page Two
The fee would be applied against commissions earned
on commissionable media and production. The
commission would be the standard 15% against all
media up to $15MM. Above $15MM, all media would
be charged with 11% commission.
Production would be charged at cost plus 10%
commission, as opposed to the standard 17.65%
This reduction from the standard commission for
production reflects our desire to put every
possible advertising dollar in media. All
out-of-pocket travel expenses will be billed
at cost.
2. Hourly rate plus reduced commission. All media
would be charged at net plus 4% commission and
production again at net plus 10% commission.
Above this reduced commission, an estimated
monthly fee of $300,000 would be charged at
the beginning of each month through the election.
This fee would be reconciled within 10 days
following the month, with an invoice reflecting
actual hours charged for all Agency personnel
working on the campaign.
The formula for preparing the chargeable hourly
rate is based on salary parameters plus overhead
factors for each of these following six categories:
AAA
Agency Principals
Jerry Della Femina, Chairman
Ron Travisano, Vice Chairman
Jim Travis, President
Jim Weller, Co-Creative Director
Alan Pando, President, West Coast Office
Management Director (to be named) with
overall account responsibility
Account, Creative, Media and Financial Management
A B C D E
Senior Executives
Middle Management Executives
Junior Executives
Secretarial/Clerical/Estimators
Mr. Michael Deaver
February 8, 1984
Page Three
An estimated monthly breakdown of hours with
the hourly rate per job classification extended
to an estimate of monthly costs per classification
and total Agency fee per month follows:
Hours
Hourly Rate
Total
AAA
406
$200
$ 81,200
1080
$100
$108,000
B C A D E
840
$ 75
$ 63,000
540
$ 50
$ 27,000
1690
$ 30
$ 50,700
1200
$ 15
$ 18,000
$347,900
Although Alternative 2, which reflects actual hours
and covers overhead plus a reduced commission, would
assure that Agency costs would be covered, we would
prefer Alternative 1, with overall compensation on
earned commissions against a fee. The basic reason
for supporting this compensation proposal is that a
national campaign makes incredible demands on the
people involved and their efforts. The job has to
be done, no matter what demands we make on ourselves
and our people. No one at the Agency or the Client
(in this case, the Reelection Committee) should
ever be concerned with the Agency's commitment in
time.
Let me again express my deep-felt conviction that
President Reagan must be reelected, and that Della Femina,
Travisano & Partners can add valuable assistance in
assuring that it happens.
Yours sincerely
Jerry Della Femina
Chairman of the Board
JDF/mwc
THE WHITE HOUSE
WASHINGTON
February 16, 1984
MEMORANDUM FOR
DONNA BLUME/GAIL LUDWIG
FROM:
MARGIE CRAWFORD noe
SUBJECT:
Meetings Set-Up for the Week of February 20th
The following are meetings I have set-up for next week which
are on Mr. Deaver's schedule:
Tuesday, February 21st
11:00am Mtg w/Deaver, McManus, Kimmitt, Darman
Deaver's Off.
re: Presidential Speeches
(30 Minutes)
30
-mta
2:00pm
Presentation by Della Femina, Travisano & Partners Inc.
Participants: White House: Mr. Deaver
Roosevelt Rm
Mr. Baker
Mr. McManus
Mr. Darman
R/B:
Mr. Drew Lewis
Sen. Laxalt
Mr. Rollins
Mr. Atwater
Mr. Wirthlin
Mr. Lake
Mr. Nofziger
Della Femina: Jerry Della Femina
Jim Travis
Michael Meyer
(30 minutes) I have the Roosevelt Room for 60 minutes
but -I expect the meeting to only go 30 minutes.
CC: Mike McManus
Della Femina, Travisano
& Partners Inc.
the here
JERRY DELLA FEMINA
CHAIRMAN OF THE BOARD
February 28, 1984
Mr. Michael A. McManus Jr.
Assistant to the President
The White House Office
1600 Pennsylvania Avenue, N.W.
Washington, DC 20500
Dear Michael:
Attached are three of the letters we discussed, written
by the following people:
1. Mr. David Dolgenos
Marshall, Bratter, Greene, Allison & Tucker
2. Mr. Mort Persky, Editor
OUI MAGAZINE
3. Mr. Donald E. Creamer, Chairman & Chief Executive Officer
Creamer Advertising
Yours sincerely
ENCS.
625 MADISON AVENUE, NEW YORK, NEW YORK (212)421-7180, 428985
WITHDRAWAL SHEET
Ronald Reagan Library
Collection Name
Withdrawer
DEAVER, MICHAEL: FILES
KDB 8/30/2011
File Folder
FOIA
1984 CAMPAIGN ADVERTISING (4)
F97-0066/19
COHEN, D
Box Number
70
190
DOC Document Type
No of Doc Date Restric-
NO
Document Description
pages
tions
1
NOTE
1
ND
C
RE ATTACHED LETTER
Freedom of Information Act - [5 U.S.C. 552(b)]
B-1 National security classified information [(b)(1) of the FOIA]
B-2 Release would disclose internal personnel rules and practices of an agency [(b)(2) of the FOIA]
B-3 Release would violate a Federal statute [(b)(3) of the FOIA]
B-4 Release would disclose trade secrets or confidential or financial information [(b)(4) of the FOIA]
B-6 Release would constitute a clearly unwarranted invasion of personal privacy [(b)(6) of the FOIA]
B-7 Release would disclose information compiled for law enforcement purposes [(b)(7) of the FOIA]
B-8 Release would disclose information concerning the regulation of financial institutions [(b)(8) of the FOIA]
B-9 Release would disclose geological or geophysical information concerning wells [(b)(9) of the FOIA]
C. Closed in accordance with restrictions contained in donor's deed of gift.
WITHDRAWAL SHEET
Ronald Reagan Library
Collection Name
Withdrawer
DEAVER, MICHAEL: FILES
KDB 8/30/2011
File Folder
FOIA
1984 CAMPAIGN ADVERTISING (4)
F97-0066/19
COHEN, D
Box Number
70
190
DOC Document Type
No of Doc Date Restric-
NO Document Description
pages
tions
2
LETTER
2 12/15/1980 C
TO JERRY DELLA FEMINA
Freedom of Information Act - [5 U.S.C. 552(b)]
B-1 National security classified information [(b)(1) of the FOIA]
B-2 Release would disclose internal personnel rules and practices of an agency [(b)(2) of the FOIA]
B-3 Release would violate a Federal statute [(b)(3) of the FOIA]
B-4 Release would disclose trade secrets or confidential or financial information [(b)(4) of the FOIA]
B-6 Release would constitute a clearly unwarranted invasion of personal privacy [(b)(6) of the FOIA]
B-7 Release would disclose information compiled for law enforcement purposes [(b)(7) of the FOIA]
B-8 Release would disclose information concerning the regulation of financial institutions [(b)(8) of the FOIA]
B-9 Release would disclose geological or geophysical information concerning wells [(b)(9) of the FOIA]
C. Closed in accordance with restrictions contained in donor's deed of gift.
Della Femina, Travisano
& Partners Inc.
This letter from the editor of OUI MAGAZINE
was in response to a letter sent to him by
Saul Waring, President of Waring & LaRosa
Advertising. In his letter, Mr. Waring
condemned the article and the way in which
the introduction depicted advertising and
the advertising industry.
Mr. Waring is one of the most respected mem-
bers of the advertising profession, and an
officer in the American Association of
Advertising Agencies.
625MADISONAVENUE,NEWYORK,NEWYORK1OO2,212)42F718QTELEX428985
January 7, 1981.
Mr. Saul Waring
Waring & LaRosa, Inc.
555 Madison Avenue
New York, New York 10022
Dear Mr. Waring:
I just received my copy of your letter to Derick Daniels.
It reminds me that someone once characterized the press
as a playful bear who slaps you on the back and sends you
reeling three blocks down the street. That appears to be
the effect we've achieved here, to no positive purpose
whatsoever.
I don't think there were any bad intentions at work, just
a lot of carelessness and naivete leading to the same bad
results. When I was in New York two weeks ago, Henry Marks
asked me to come into his office and then read to me -- with
feeling, as only Henry can do -- the lead-in to the Della
Femina article. Henry managed to communicate a sense of
outrage at least as strong as yours, maybe stronger.
Let me explain that I'm the new editor of OUI, that when I
got here last September the issue in question was on the
assembly line. I may be innocent of originating the piece,
but I can't absolve myself, or any of us, from guilt in
letting that introduction break into print. It's the sort
of thing that should never have been written, but most
certainly never should have reached the printed page. It
should have been caught by any one of several different staff
members. That it wasn't caught testifies to the age of our
staff (very young, to match the age of our readers). Along
with youth, alas, goes a sometimes dismaying tendency to
criticize institutions and overlook interests that can't be
ignored. The words themselves, though, were written by a
freelance interviewer. I think it's fair to say that they
were written for cleverness and effect with little or no regard
for who got hurt in the process.
The results of all this are much more villainous than the
intentions. But a man who's been sent reeling down the street
by a bear's backslap may not care much about that.
2
oui MAGAZINE
8560 Sunset Boulevard, Los Angeles, California 90069, 213/652-7870
page two
Anyway, we don't think it's "our right" to publish
material of this kind, and we're not in business to
make our friends feel "embarrassed and betrayed". If
we were going to invoke our "rights" it ought to be in
the name of responsible journalism -- which this is not.
I wouldn't expect anything like this to happen again:
but if anything remotely resembling it found its way
into print, I would expect you to hold me directly
accountable.
Alas, all I can do now is apologize for all of us.
With all good wishes, and I hope you will want to
sit down and chat one of these days.
Sincerely
Mort Persky
Editor
OUI MAGAZINE
3560 Sunset Boulevard, Los Angeles, California 90069, 213/652-7870
DellaFemina,Travisano
&PartnersInc.
This is a letter that I received from Donald Creamer,
Chairman of Creamer Advertising, in response to a
note I sent him regarding the article.
625 MADISON AVENI JE NEW YORK NEWYORK 10022,(212)421-7180, 428985
WITHDRAWAL SHEET
Ronald Reagan Library
Collection Name
Withdrawer
DEAVER, MICHAEL: FILES
KDB 8/30/2011
File Folder
FOIA
1984 CAMPAIGN ADVERTISING (4)
F97-0066/19
COHEN, D
Box Number
70
190
DOC Document Type
No of Doc Date Restric-
NO Document Description
pages
tions
3 LETTER
1 1/28/1981 C
TO JERRY DELLA FEMINA
Freedom of Information Act - [5 U.S.C. 552(b)]
B-1 National security classified information [(b)(1) of the FOIA]
B-2 Release would disclose internal personnel rules and practices of an agency [(b)(2) of the FOIA]
B-3 Release would violate a Federal statute [(b)(3) of the FOIA]
B-4 Release would disclose trade secrets or confidential or financial information [(b)(4) of the FOIA]
B-6 Release would constitute a clearly unwarranted invasion of personal privacy [(b)(6) of the FOIA]
B-7 Release would disclose information compiled for law enforcement purposes [(b)(7) of the FOIA]
B-8 Release would disclose information concerning the regulation of financial institutions [(b)(8) of the FOIA]
B-9 Release would disclose geological or geophysical information concerning wells [(b)(9) of the FOIA]
C. Closed in accordance with restrictions contained in donor's deed of gift.
Della Femina, Travisano
& Partners Inc.
JERRY DELLA FEMINA
CHAIRMAN OF THE BOARD
February 28, 1984
Mr. Michael A. McManus, Jr.
Assistant to the President
The White House Office
1600 Pennslyvania Avenue, N.W.
Washington, DC 20500
Dear Michael:
The attached is my statement regarding the article which
appeared in the January 1, 1981 issue of OUI MAGAZINE.
I am sorry this has held up the very important advertising
work that must be done to ensure the reelection of President
Reagan. Lets get to work.
Yours sincerely,
Jerry Della Femina
Chairman
625 MADISON AVENUE, NEW YORK, NEW YORK 10022, (212)421-7180, TEI EX 428985
The so called "interview" in the January 1, 1981 issue
of OUI MAGAZINE is filled with falsehoods and misstate-
ments. If it were even remotely accurate, Della Femina,
Travisano & Partners could not have become a $200 million
agency that is one of the most respected in the industry.
The statements attributed to me in OUI MAGAZINE are not
what I believe, and are not what I advocate. It is an
article that has been dismissed as a lie and a bad joke
by every responsible member of the advertising and busi-
ness community who has known and worked with me.
Perhaps the best and certainly the final words on this
article should be those of Mort Persky. He said, "The
article was not responsible journalism". He also said,
"It was written for cleverness and effect with little or
no regard for those who got hurt in the process".
Mr. Persky was the Editor of OUI MAGAZINE at the time.
JERRY DELLA FEMINA
February 28, 1984
Della Femina, Travisano
& Partners Inc.
JERRY DELLA FEMINA
CHAIRMAN OF THE BOARD
February 27, 1984
Mr. Michael A. McManus Jr.
Assistant to the President
The White House Office
1600 Pennsylvania Avenue, N.W.
Washington, DC 20500
Dear Michael:
You asked for a list of people who you or I could call on
for statements in the remote possibility that this article
ever crops up again. Attached is a list of names in
advertising, communications, and business who would be more
than happy to state that I am nothing like the person who
was depicted in the article.
I can give you 100 more, I may even be able to give you
1,000 more, and, if pressed (and I'm not boasting) I could
probably give you 10,000 names.
The fact is that anyone who has met me or known me, or heard
me speak, will be happy to speak out on my behalf.
Yours sincerely,
Jerry Della Femina
Chairman
ENC.
625 MADISON AVENUE, NEW YORK, NEW YORK 10022, (212)421-7180,
Robert Lipp
President, Chemical Bank New York
Alvin Shoemaker
Chairman, First Boston Corporation
Phil Dougherty
Advertising columnist, The New York Times
Fred Wilpon
President, The New York Mets Baseball Team
Nelson Doubleday
Chairman, Doubleday Publishing
Ed Kosner
Editor in Chief, New York Magazine
Michael Kramer
Political columnist, New York Magazine
Bill Beutel
Newscaster, WABC-TV
Jeff Greenfeld
Newscaster, WABC-TV
Jay Chiat
Chairman, Chiat/Day Advertising
Rev. Michael Shaser
St. John's Parish, Lewisboro, New York
John O'Connor
Editor in Chief, Advertising Age
Saul Waring
President, Waring & LaRosa Advertising
Marvin Sloves
Chairman, Scali, McCabe & Sloves Advertising
Jack Bowen
Chairman, Benton & Bowles
Rory Grace
Chairman & Exec. Creative Director of Doyle,
Dane Bernbach Advertising
William Claggett
Director of Advertising & Marketing, Ralston
Purina Company.
Phil Dusenberry
Vice Chairman & Exec. Creative Director, BBDO
Jack Reilly
Senior Vice President, General Manager, Isuzu
Motors, Inc.
Joel Siegel
Television Commentator, Good Morning America
Mr. Derrick Daniels
President
Playboy Enterprises, Inc.
Chicago, Illinois
Dear Mr. Daniels:
This is to go on record re the outrageous and irresponsible
slur of the advertising profession your organization endorsed
by publishing the enclosed article in "Oui" magazine.
It is sad enough if your editors were so naive as to believe
the characterization of the advertising industry as portrayed
in this interview is representative. Or totally callous and
irresponsible to publish it if they don't believe it. What
price for sensationalism and promotion. What marvelous
results if the Daily News picks up the story and titles it "Sex
and Drugs on Madison Avenue."
However, this is America. You have your rights. It may be
your perrogative to publish someone's impressions or fantasies,
but the publication's editorial lead-in is outrageous and
unforgiving:
"Madison Avenue is America's least favorite street, and
it is no wonder. Advertising people work on Madison
Avenue. Gray flannel minds produce sleezy campaigns:
men Will Rogers never met. Hard sells. Hard tactics.
Hard to take. Nightly nausea. "
Jerry Della Femina has been used and made to look foolish.
He has been taken in by slick charlatans to set up his friends
and co-workers to public deprecation and ridicule.
I feel embarrassed and betrayed to see that we recommended
your publication to our clients whose advertising appears
in this very issue.
Sincerely,
Saul Waring
WAG
STAROSA.
ING5555
MADISON
WENUE
MMYORK.
NAJ0022
PL5-0700
December 19, 1930
Mr. Darrick Daniels
President
PLAYBOY ENTERPRISES INC.
919 North Micnigan Avenue
Chicago, Illinois 60611
Dear Mr. Daniels:
This is to go on record re the outrageous and irresponsible
slur of the advertising profession your organization endorsed
by publishing the enclosed article in Oui Magazine.
It's sad enough if your aditors were SO naive as to believe
the characterization of the advertising industry as portrayed
in this interview is representative. Or totally callous sad
irresponsible to publish it if they didn't believe it. What
price for sensationalism and circulation promotion. What
"marvelous" results if the Daily News picks up the story and
titles it "Sex and drugs on Madison Avenue".
However, this is America. You have your rights. It may 02
your prerogative to publish someone's impressions or fantasies,
but the publication's editorial lead-in is outrageous and
unforgivable:
"Madison Avenue is America's least favorite street,
and it's no wonder. Advertising people work on
Madison Avenue. Gray-flannel minds producing sleazy
campaigns: Men will Rogers never net. Hard sails.
Hard tactics. Hard to take. Nightly nausea.'
Jerry Della Femina has been used and made to look Foolish. He
has been when in by slick charlatens to set up his friends and
co-workers to public deprecation and rivicule.
Mr. Durrick Daniels
December 10, 1980
Page 2
I Feel embarrassed and betrayed (1) see that we recomended
your publication to our clients whose advertising appears
in this very issue.
Sincerely,
Saul Waring
SW:55
Enclosure
CC: M. Persky. Editor - Oui Magazine
H. Marks, Senior Vice President - Playboy
L. Mathews, American Association of Advertising Agencies
M. Narva, Senior Vice President - Waring & LoRosa, Inc.
Uniolas
CLASSIFICATION
CIRCLE ONE BELOW
MODE
PAGES 3
IMMEDIATE
SECURE FAX #
RELEASER
PRIORITY
NON-SECURE FAX # 13
DTG 2921202 Febs,
ROUTINE
TTY #
FROM/LOCATION/
1. Jerry Dolla Fomia
AD Michael A. Mc Munus, Jr.
TO/LOCATION/TIME OF RECEIPT
2.
TOR: 2922077 Feb 84
3.
4.
INFORMATION ADDEES/LOCATION/TIME OF RECEIPT
2.
SPECIAL INSTRUCTIONS/REMARKS:
Unclas
CLASSIFICATION
WHCA FORM 8, 15 DEC 83
Della Femina, Travisano
& Partners Inc.
URGENT
The following two-page letter should be delivered immediately
to:
Ms. Marge Crawford
The office of:
Mr. Michael A. McManus, Jr.
Assistant to the President
The White House Office
Thank you.
Jacqui Topche
Assistant to
JERRY DELLA FEMINA
WITHDRAWAL SHEET
Ronald Reagan Library
Collection Name
Withdrawer
DEAVER, MICHAEL: FILES
KDB 8/30/2011
File Folder
FOIA
1984 CAMPAIGN ADVERTISING (4)
F97-0066/19
COHEN, D
Box Number
70
190
DOC Document Type
No of Doc Date Restric-
NO Document Description
pages
tions
4
LETTER
2 3/1/1984 C
TO JAMES BAKER
Freedom of Information Act - [5 U.S.C. 552(b)]
B-1 National security classified information [(b)(1) of the FOIA]
B-2 Release would disclose internal personnel rules and practices of an agency [(b)(2) of the FOIA]
B-3 Release would violate a Federal statute [(b)(3) of the FOIA]
B-4 Release would disclose trade secrets or confidential or financial information [(b)(4) of the FOIA]
B-6 Release would constitute a clearly unwarranted invasion of personal privacy [(b)(6) of the FOIA]
B-7 Release would disclose information compiled for law enforcement purposes [(b)(7) of the FOIA]
B-8 Release would disclose information concerning the regulation of financial institutions [(b)(8) of the FOIA]
B-9 Release would disclose geological or geophysical information concerning wells [(b)(9) of the FOIA]
in dener's deed of gift
THE WHITE HOUSE
WASHINGTON
Date: 2/17/84.
TO:
MICHAEL K. DEAVER
FROM:
Michael A. McManus, Jr.
offor-
Assistant to the President
and Deputy to Deputy Chief of Staff
X
Information
Action
Let's Discuss
communications
by design
February 16, 1984
Mr. Michael McManus
Assistant to the President
The White House
1600 Pennsylvania Avenue, N.W.
Washington, D. C. 20500
Dear Mike:
Following our telephone conversation of yesterday, we would
like to offer a few additional thoughts. In thinking about your
questions relating to audience for the PRES Project, and for the
"China" and "European Summit" specials, it is clear that those of
us in the cable business have accepted the "cable solution" as
reality, because we have watched it occur day-by-day. For those
who are not SO close to the situation, it is understandable that
some convincing may be needed to the effect that "narrowcasting"
is here, and viewers are accepting it nationally by the tens of
millions. In order to provide you and your colleagues with some
additional background on cable penetration, we are obtaining
material from the cable industry regarding cable penetration
levels, which we will provide as promptly as possible.
You also expressed concerns that some assurance is needed
that cable operators will be motivated to carry the PRES Program-
ming, and that significant numbers of viewers will want to watch.
These are concerns that we share completely. We have watched,
with some surprise, as viewers who were formerly addicted to soap
operas, are now just as hooked on daily coverage of the House of
Representatives. It is our opinion that millions of viewers will
be attracted to follow the PRES, on the campaign trail. Our
format can make this into a view from the inside, offering viewers
an unprecedented opportunity to travel with a Presidential campaign.
This is the stuff of good television, and we have no doubt that a
substantial audience will develop, given effective promotion.
However, we do not expect an audience projection to be taken on
faith, and that is why we have proposed the phased approach to the
project. It seems to us that this approach reasonably well assures
the identification of an audience before major funds are spent.
Mr. Michael McManus
February 16, 1984
Page 2
We fully understand the rationale for delaying any major
decisions regarding our proposed Phase IV (PRES), until your
media team is in place. However, we would still encourage you
to proceed with the limited research which we have proposed
and to secure prime transponders, on a tentative basis, in
order to keep our options open (Phase I).
Finally, we would like to offer our assistance in one or
more additional areas. You mentioned that one or more media
consulting groups will be making presentations next week. If
you agree, I could be available to attend any or all of these
presentations to help in evaluating the probable impact of the
spots to be produced by these people. As you know, effective
spot production is of such importance to the campaign and is
such a specialized part of the television/radio business that
we suggest these productions be evaluated on the basis of pro-
duction values to have this additional perspective on which to
base your decision.
Our group does not make commercial spots per se, SO we have
no competitive or vested interest in this phase of the campaign.
Frequently, however, we are in a position to evaluate the talents
of various agency and production groups, and to make judgments
about matching particular production talents for cinematic style
with specific projects or services. As you probably know, there
are many talented production teams in California and New York,
all of them making effective commercials at various times. The
trick is to find the right group for the particular product (or
candidate), and setting modesty aside, we must tell you that we
feel we could be helpful here, in giving a second opinion. If
you feel that this sort of informal consultation will be useful
to you, I will be happy to sit in on the presentation (s), in a
silent role, simply to give you my thoughts afterwards, without
any obligation. Ifthat aspect of your evaluations is already
adequately covered, this is fine, and we will await your call
to set our next meeting.
Please feel free to call me at (916) 283-4070 or 283-3102,
including over the weekend. Thanks for your continuing interest.
Sincerely,
David E. Caldwell
David E. Caldwell
THE WHITE HOUSE
WASHINGTON
Date: 3-1-84
TO:
Mike Deaver
FROM:
Michael A. McManus, Jr.
Assistant to the President
and Deputy to Deputy Chief of Staff
Information
Action
Let's Discuss
Attached is an article regarding
ad agencies and those considered
to be the most effective. We
might want to consider one of
them.
THE WALL STREET JOURNAL. 3/1/84
© 1984 Dow Jones & Company, Inc. All Rights Reserved.
MARKETING
INSIDE:
Esm
U.S. ASSESSES Iran's threat to oil
Creativity, Not Budget Size,
supply, page 32.
GM and Daewoo near accord to pro-
duce cars, page 33.
Aft
Is Vital to TV-Ad Popularity
GULF CANADA shares rise on take-
over speculation, page 59.
By
Staff Reporter
By JOHN KOTEN
CHICAGO-
Staff Reporter of THE WALL STREET JOURNAL
SHOP TALK
holding company
CDONALD'S CORP. SPENT a whopping $185.9 million tel-
proaching cross
M
evising its commercials in 1983. But when viewers were
Mr. Kelly,
Who Gets Bonuses
Esmark and
asked what TV ads they liked best, more of them cited the
is talking abot
advertising of the No. 2 hamburger chain, Burger King
nual meeting
Corp., whose budget last year was less than half the size of its ri-
val's,
At Chrysler?
"You get to
chase isn't to
Last year's outcome in the fast-food ad wars was one of the
findings in an annual survey conducted by Video Storyboard Tests
By WALL STREET JOURNAL Staff Reporters
year-old chief
Inc., a New York ad-testing company. During
Chrysler Corp. has come up with a novel
meeting and
the course of the past year, it asked 20,000
variation on management bonuses: an "in-
over the plant
centive compensation" plan that rewards
need it."
adults to name the "most outstanding" TV
managers for last year's profits.
But with de
commercial they had seen. Listed below are
Retroactive incentives? Ridiculous, says
self may be -
the 25 most often noticed, remembered and
Douglas A. Fraser, the former United Auto
It has made
liked.
Workers president who sits on the Chrysler
cial maneuve
For the third straight year, the most pop-
board of directors. Mr. Fraser, who says
panies at a
ular advertising on television was the cam-
he'll vote against the plan at today's board
into more of
paign featuring the gags and pratfalls of celeb-
meeting, believes that if workers can't get a
sizing food and
rities and sports figures for Miller Lite beer.
chunk of last year's record earnings of
builds cash
Fifteen other campaigns were repeaters from
$700.9 million, then managers shouldn't ei-
shedding
the top 25 list for 1982.
ther.
tractive take
Among other things, the Video Storyboard findings indicate
The problem is that back in the lean year
In fact,
the veracity of a sometimes forgotten Madison Avenue rule: The ef-
of 1982, hourly workers gave up their right
Mr. Kelly's
fort that goes into the creation of an ad can be far more important
to a share of 1983 profits in return for a
to sell the
than the size of the budget for putting it on the air.
wage increase. Management also had no bo-
Esmark
nus plan; the previous plan had expired at
August, and
ONSIDER THE PRESENCE of British Airways on the list.
the end of 1981, and the announcement of a
C
ward digester
The airline, the only one from its industry to make the top 25,
new bonus might have been a bit unseemly
off all of the
spent just $3.5 million to broadcast its commercials. Yet the
in the midst of a government bailout.
the purchase
ads, with their elaborate special effects to show the landing
But 1983 turned out to be a banner year,
uity offering
of an airborne New York City at a London airport, were among the
and now management thinks there should be
best-liked in 1983.
"a reward for the men and women who
Problems
To further measure the effectiveness of ads, Video Storyboard
spent five years in the trenches earning it,"
The Notify
conducted a separate survey of 4,000 adults in which regular users of
says a company spokesman. Hence the "in-
ever, beenet
a product were asked to cite a commercial they had seen for that
centive compensation" plan, which, if ap-
newly acq
product category in the previous week. The number of mentions for
proved by the board and the shareholders,
mark's Sweet
each brand was divided by its TV ad budget-estimated by Broad-
would parcel out $52 million among 1,400 top
ful. And
cast Advertisers Reports, a measurement service-to develop a
officials. As for Mr. Fraser's objection to a
cosmetics
measure that Video Storyboard calls "cost per 1,000 retained impres-
retroactive "incentive" plan, the company
gery than
sions." The figure for each of the top ads is shown in the far right
spokesman responds: " 'Incentive' is just
Mr.
column below. (Ad spending figures, however, don't include outlays
an accounting term."
stay long
by McDonald's, Burger King and Wendy's franchises, or by Ford
nies were
dealers.)
The Deal Maker
that job
meet with
1983
In the increasingly complicated battle for
months
1983
1982
1983 TV
COST
RANK
RANK
BRAND (AGENCY)
SPENDING*
EFFICIENCY
control of Gulf Oil Corp., Texas oil tycoon T.
play over
1
1
Miller Lite (Backer & Spielvogel)
$50.1 $30.06
Boone Pickens Jr. can call upon the exper-
company'
2
5
Pepsi ( BBDO)
74.1
14.31
tise of a man who knows a thing or two
Esmand
3
Stroh's (The Marschalk Co.)
19.3
31.71
about playing "Let's Make a Deal."
Kelly to
4
3
Federal Express (Ally & Gargano)
22.9
20.09
Monty Hall, who hosted the long-lived
pany is
5
6
Burger King (J. Walter Thompson)
82.4
26.07
television game show of that name, is a di-
that is complete
6
2
Coca-Cola McCann Erickson)
40.1
9.81
rector of Far West Financial Corp., a mem-
Simon's
7
4
McDonald's (Leo Burnett)
185.9
38.69
ber of the Pickens investor group that has
turnaround
8
24
MCI Communications (Ally & Gargano)
26.9
10.20
raised nearly $1 billion to buy Gulf shares.
car unit
9
Jell-O Young & Rubicam)
31.3
NA
10
.
Diet Coke (SSC&B)
20.4
18.32
Mr. Hall says he was asked to join the board
Norton Signature
11
23
Ford (J. Walter Thompson)
166.2
79.78
of the Newport Beach, Calif., company
firing 170
12
21
Levi's (Foote Cone & Belding)
27.0
12.73
about four years ago with the idea that he
pected to
13
7
Budweiser Light Needham Harper & Steers)
45.6
84.23
would make some television commercials
for the
154.9
33.51
for its savings and loan unit.
doubled
Hall SVS he has been
To main
14
154.9
for its savings and loan unit.
15
Calvin Klein Jeans (CRK Advertising)
5.0
8.01
By and large, Mr. Hall says, he has be
16
Wendy's (Dancer Fitzgerald Sample)
49.7
32.74
a pretty passive director. He knew abo
17
9
Atari Video Games (Doyle Dane Bernbach)
45.9
NA
Far West's involvement with Gulf, but nev
18
British Airways Saatchi & Saatchi Compton)
3.5
NA
thought of buying any Gulf shares. He I
19
11
Polaroid Doyle Dane Bernbach)
26.9
13.61
cently spent a month on the road doing cha
20
13
Shasta (Needham Harper & Steers)
5.7
11.01
ity telethons, and paid little attention to G
21
American Express Credit Cards Ogilvy & Mather)
20.5
NA
until he returned home. Then he saw th
22
Meow Mix Della Famina Travisano)
7.6
11.88
23
12
Oscar Mayer (J. Walter Thompson)
9.2
7.56
Gulf shares-of which he had none-h
gone up about 15 points, to the high 60s
24
Crest Benton & Bowles)
32.4
8.76
25
20
Kibbles n Bits (J. Walter Thompson)
6.1
26.66
"I said to myself, 'My God, look
Millions
this!' he recalls. "I guess that's why I
not a millionaire. Or should I say billi
HE MOST ACCLAIMED newcomer on the 1983 list is the
aire?"
T
Stroh's campaign, starring Alex, the beer-lapping dog. Nine
campaigns on the 1982 list didn't make last year's top 25.
They are: Dr Pepper, Velveeta cheese, Tab, Life Cereal,
A Sinking Asset
Seven-Up, French's Mustard, Toyota, Kodak and Wonder Bread.
While the entire U.S. steel industry h
The ad agency with the most commercials on the 1983 list was
been losing ground, nowhere has the sl
J. Walter Thompson, with four. No other Madison Avenue concern
page been more noticeable than at Nation
had more than two.
Steel Corp.'s mill in Liberty, Texas.
Viewers who participated in the survey frequently commented
The plant was built in 1976 on a swam
that they liked humorous commercials the best. And seven of the
peninsula north of Galveston. About fo
campaigns listed above took a light approach. "Count me out, if it
years ago, workmen discovered that 1
isn't funny," a Washington viewer told the ad research firm.
ground beneath the nine-acre plant was S
A ranking on the list above, of course, doesn't guarantee that a
tling, fouling up the pipe-making machine
campaign will move the product. Some advertising research, for in-
The mill hasn't produced any steel sir
1982, but National Steel officials blame t]
stance, has demonstrated that consumers often think differently
on falling demand for pipe; they say that
about an ad when they are polled than when they are actually shop-
cavation work halted the plant's desce
ping.
Not so, says a customer who recently V
Still, nine of the products represented in the listings above are
ited the plant. "They can't fix the wh
brand leaders in sales, and all of the companies whose rankings im-
damn bog," he says. "I can't figure out w
proved over 1982 also registered sharp gains in the marketplace.
anyone would build a plant where they di
"After all," says David Vadehra, president of Video Storyboard,
wouldn't give them two bits for it."
"it's only after gaining attention for itself that a commercial can
He isn't the only one. In January, I
hope to help the brand."
tional Steel's parent, National Intergro
Inc., abandoned a fruitless, year-long seal
for a buyer and took a $56 million char
Two Small Towns — One in Siberia
primarily to write off its interest in
plant. Now, the plant may be about to sl
once more. If the Justice Department cle
And Onein Montana — Are Pen Pals
U.S. Steel Corp.'s purchase of National
steel-making operations, the Liberty n
By JOHN J. FIALKA
will resurface among U.S. Steel's new
agency said such contacts were approved
Staff Reporter of THE WALL STREET JOURNAL
sets.
and that Russian cities have exchanges go-
Last November a group of people in Eu-
ing with 60 cities abroad.
reka, a small town in northwestern Mon-
"I told them that I was talking about 1,-
tana, wrote a letter to Siberia.
A Lack of Bulls
000 U.S. cities," says Mr. Molander. "They
"We want to get to know your people;
were just bewildered at the size of the
For years, Ted Halligan's semiann
how they live, work and play; what they eat,
thing."
luncheons for Wall Street money manag
read and talk about," the Eurekans wrote to
Mr. Molander, who teaches at Portland
have exuded the joyous optimism of an A
the people of Rebrikha, an almost-as-small
State University, came up with the idea two
(pop. 8,000) town in central Siberia.
way convention. But Mr. Halligan, a V
years ago. Using a list of cities that had
For good measure, the letter writers
president with Piper, Jaffray & Hopw
formed chapters of Ground Zero, an organi-
threw in a copy of the local Tobacco Valley
Inc., had a devil of a time drumming up
zation concerned about nuclear weapons, he
News and a postcard of nearby Lake Koo-
traditional good cheer at last Friday's I
worked nights in his basement matching
canusa.
them with Russian cities of similar size and
cheon.
Benefits of Friendship
geographic characteristics. Then he sent out
To dispel the gloom cast by the mark
A few days ago they received a seven-
kits giving addresses and tips on how to
seven-week slump, Mr. Halligan recal
page, handwritten letter signed by 33 resi-
write the initial letter.
Hannibal's stunning victory over a vas
dents of Rebrikha. Along with a copy of
Pravda and a magazine called Country
One Answer
superior Roman army at the battle of C
nae in 216 B.C. "Didn't Hannibal finally ]
Woman, they got a picture of an old lady
Some U.S. cities responded with gusto.
standing in front of Rebrikha's department
Palo Alto, Calif., celebrated its letter to Uzh-
that war?" asked a cynic in the audier
gorod in the Ukraine with a parade and a
Then Mr. Halligan called on a bro
store.
Both letters express concern about the
proclamation from its mayor, but so far
who he was confident would present a b
dangers of nuclear war, and the Rebrikha
only Eureka has received an answer.
ish forecast. Instead, the broker grimly
group says a friendship with Eureka might
Mr. Molander isn't sure what happened
vised his colleagues to forget about any
"help us to save our planet before it's too
to the other 999 letters, but he says he has
bonuses in 1984. "This is the year we
late."
received indirect reports that 89 more Soviet
paid our salaries-and earn them,"
Earl Molander, a Portland, Ore., busi-
replies are under way. And some other So-
said.
ness professor and anti-nuclear weapons ac-
viet citizens are taking an interest.
"Aren't there any bulls out there?"
tivist, helped arrange the exchange in an ef-
Recently he received a visit from two So-
viet diploma wanting to know about his or.
Halligan asked in dismay. The best he CO
THE WHITE HOUSE
washInGTon
February 14, 1984
MEMORANDUM FOR GAIL LUDWIG
moe
FROM:
MARGIE CRAWFORD
The following are the participants
in the 11:00am Mtg with Don Ringe
and Alan Landsburg scheduled for
tomorrow in the Roosevelt Room:
Mr. Deaver
Mr. Baker
Mr. McManus
Mr. Rollins
Mr. Wirthlin
Mr. Lake
I have attached a copy of a letter
from Don Ringe which might be
helpful background to Mr. Deaver.
RM
Ringe Media, Inc.
Dear Mike:
Pursuant to our meeting of January 30, Ringe Media, Inc.
in association with Alan Landsburg Productions, will make a
presentation seeking a contract to provide creative and
production services for broadcast advertising media in behalf
of the Reagan-Bush '84 Re-election Campaign. We are interested
as well in providing creative and production services for the
Republican National Convention, including the production of
a "centerpiece" documentary for use in both the convention
and campaign.
While I know you are aware of my credentials as a
Republican media consultant, Mr. Landsburg is perhaps one of
the most successful independent television producers in the
country. His credits range from "The Undersea World of
Jacques Cousteau" to the recently acclaimed network series
on John F. Kennedy.
I'd like to request that this presentation be made
before Messers. Baker, Deaver, Rollins, Wirthlin, Lake and
yourself, as well as any other individuals you may wish to
invite.
We welcome this opportunity to offer our services to
the re-election effort of The President. I look forward to
hearing from you soon.
Sincerely,
RINGE MEDIA, INC.
Donald S. Ringe
President
Mr. Michael McManus
The White House
Washington, D.C.
February 6, 1984
DSR: jl
123 North Washington Street Boston 02114 617 720-0777