Word: rafshooning
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...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...
Getting Jimmy Carter elected is the grand design of Gerald Rafshoon, 42, the New York-born head of the Atlanta shop bearing his name. A University of Texas graduate, he cut his teeth doing publicity for 20th Century-Fox and founded his own shoestring outfit in 1963. He has 16 nonpolitical clients led by the regional division of Sears, Roebuck with about $1 million in billings. Local concerns, such as GETZ Exterminators ("GETZ Gets "Em") and the Georgia department of industry and trade, bring him $6 million more annually...
...Verité. "I may not be the best adman in the country," says the rumpled, easy-mannered Rafshoon, "but I am the foremost authority on Jimmy Carter in terms of advertising and how it best suits him." The collaboration between the two goes back to 1966, when Rafshoon handled Carter's unsuccessful race for the Georgia Governor's mansion. This year, with the aid of just two writers, two airtime buyers and a tiny office staff, Rafshoon waged a year-long ad blitz in 38 states to win his man the Democratic nomination, preparing and airing commercials without...
...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...