Word: rafshooning
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Dates: during 1970-1979
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...Administration that promises to make steady use of symbolism-the beige wool cardigan, a favorite of his. Carter wore the sweater at dinner with Rosalynn, Amy, Sons Chip and Jeff and their wives. In the library after his meal, Carter asked TV Adviser Barry Jagoda and Adman Jerry Rafshoon what they thought of the cardigan. They told him to check it himself on the TV monitor. All agreed it looked fine. Then Carter rehearsed his talk before the TelePrompTer (which was also used during the speech). "Y'all give me any suggestions you might have," he told his advisers...
Then there is Barbara Howar, a witty Washington fixture since the Johnson days who is currently co-host of CBS-TV's new Who's Who show. Lately she and Gerald Rafshoon, the Atlanta adman who worked for Carter during the campaign, have been a number. Howar expects the Georgians to bring some needed zing to the capital. Says she: "It's a frontier town again, and that's Washington at its best." Still another potential survivor is blonde Page Lee Hufty, 29, a member of an old moneyed family, who paints, rides, plays tennis...
...inevitable social shuffle that accompanies every change of Administration, some current ins will be out and vice versa. Blonde Barbara Howar, a star of the L.B.J. days who was in eclipse during the Republican reign, may be on her way back up (she and Carter Advertising Director Gerald Rafshoon are already an item for gossip columnists). In her ascent, she may pass Joan Braden on her way down; Joan's salon regularly attracted the likes of Nelson Rockefeller and Henry Kissinger. The Kennedys? "They were secretly rooting for Ford," says one acute and tart-tongued observer of the capital...
...Rafshoon is spending some $7 million on media buying and $1.5 million on production and materials. Thirty new staffers have been taken on for the campaign. Like MacDougall, Rafshoon will rely principally on 5-min. film clips that will be used on the networks. As in the primaries, the Carter ads are of the cinema verite variety, illustrating the nominee's vision of America. They show him mingling with voters, caressing corn stalks near his farm, and extemporizing upon his stands on specific issues. Rafshoon is repeating a strategy he successfully employed during the battle for the nomination: planting...
What happens to an adman if his client wins, or retains the White House? Malcolm MacDougall, a political independent who had never met Ford before August, plans to return to Boston, where he may continue to handle some political accounts. As for Rafshoon, he doubts that an adman would be needed in Jimmy's Administration. "Besides," Rafshoon says unconvincingly, "he would probably reorganize me right out of a job before it was over with...