Word: margolev
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...Americans were "vital," says Mikhail Margolev, who coordinated the Yeltsin account at Video International. Margolev had worked for five years in two American advertising agencies but freely acknowledges that his methods are still influenced by his earlier tenure as a propaganda specialist for the Soviet Communist Party and as an undercover KGB agent masquerading as a journalist for TASS, the Russian news agency. "The Americans helped teach us Western political-advertising techniques," says Margolev, "and most important, they caused our work to be accepted because they were the only ones really close to Tatiana. She was the key. The others...
...have to say we were a bit reluctant to push the President," says Margolev. So at 6 one morning, after Yeltsin had slept barely three hours, Video International taped him for about 40 minutes. The finished commercial had Yeltsin speaking for more than two minutes. He looked exhausted. "It was ridiculous," says Shumate. "Here you have a guy whose health is a major issue, and his fitness to serve is called into question by his very own television spot...
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