Word: riney
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...editor of the Chicago Tribune and that I thought Rollins was a complete misfit in the 1992 Ross Perot presidential campaign. It is untrue that I ever undermined Rollins or Perot aide Hamilton Jordan in any fashion, that I ever said one critical word about advertising consultant Hal Riney or that I ever leaked information about Rollins, Riney or anyone else during the campaign. Jordan and I were always of one mind, and I believe that Riney is the best advertising talent in the world. And my best press friends, among them the nation's leading political journalists, will...
...turn at facing down Perot. It's time to make some decisions, Rollins argued, time to define yourself in voters' minds before your rivals and the press do the job their way. Perot put him off. The deal breaker from Rollins' viewpoint was Perot's dismissal of Hal Riney, whose firm Rollins had retained to create TV commercials. Perot thought Riney's fees far too high. Why should I spend $100,000 to shoot a single ad, Perot demanded, when I can get as much free time on talk shows as I want...
Disagreement also arises over how to publicize the Perot message. San Francisco adman Hal Riney, who helped create Reagan's effective "It's Morning Again in America" television campaign in 1984, has signed on to devise the Texan's television ads. Rollins and Jordan want to launch a full-scale media effort almost immediately, but other aides favor more of the unadorned, direct appeals that have proved so effective in building support. Several key assistants were ecstatic over Perot's performance on an abc town meeting last week. Although the candidate was typically discursive and vague when responding to questions...
...judges looked for ads that broke new ground. The Ally & Gargano agency's Federal Express ad shattered taboos against making fun of the customer. One runner-up, adman Hal Riney's first Bartles & Jaymes wine-cooler commercial, scored with tongue-in-cheek humility. Another winner, Wendy's 1984 "Where's the Beef?" slogan, created by Dancer-Fitzgerald-Sample, became a political zinger in the hands of Walter Mondale. But as the 1984 election proved, even advertising has its limits...
...many clients, smaller agencies like San Francisco's Hal Riney & Partners ($200 million) are an excellent fit. Three years ago, the firm won an $800,000 advertising account for Calistoga, a Northern California bottled- water brand owned by Perrier. Riney's nostalgic soft-sell campaign, which now features a freckle-faced boy from 1920s-era California, helped boost sales 100% in three years. It also landed Riney the national account for Perrier in 1986, which is currently worth $20 million. The most impressive sign that small agencies have come into their own may be Riney's capture last...