Word: treleaven
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...come for. His media barrage tried to portray a "New Nixon," matured from the days of Checkers and "last" press conferences, a wise and respected statesman well-suited to deal with a changing and complex world. But what about sex appeal? That could be a problem. Harry Treleaven, Nixon media mastermind and anti-hero of Joe McGinniss's The Selling of the President 1968, touched on this area in a memo entitled, "Why Richard Nixon Should Utilize Magazine Advertising in the State of New Hampshire Primary...
...control, school busing, the Haynsworth-Carswell votes, school prayer, support of the President on Viet Nam. Said Brock of the Senate doves who took credit for giving impetus to Nixon's latest peace proposal: "They disgust me?all of them, including Albert Gore." Ken Rietz, a partner of Harry Treleaven, the political TV consultant, came from Washington to manage Brock's campaign. "We did not underestimate Gore," said Rietz. "We never assumed that he was a dead dove." Aside from an advertising blitz that easily outshone Gore's, the Brock forces established campaign organizations in every one of the state...
Down-Home Impression. In Tennessee, the stakes are high. Democratic Senator Albert Gore, a leading dove, is one of Nixon's prime targets, and he trails in the race. Treleaven is attacking: directly or indirectly, his spots for William Brock characterize Gore as remote from the people and the needs of the state, and as somehow connected with social unrest domestically because of his leading role in opposition to the war. To carry the attack, he has built a campaign around the announcement that "Bill Brock believes in the things you and I believe in." Brock is endorsed...
Guggenheim will have an easier time in Michigan, where Democratic Senator Philip Hart is ahead and has all the image he needs. To maintain it, Guggenheim shot 200 hours of film showing Hart at work in Washington and talking to the voters at home. Treleaven's problem is to establish Lenore Romney as a personality independent of husband George. He is trying to make the best of adversity by using only her first name on billboards, bumper stickers and television...
Other personality sculptors normally insist, with Guggenheim and Treleaven, that their role is supportive only, and that the candidate, not the playlet, is the thing. Occasionally there is a dissenting and disturbing voice of candor. Myron McDonald, formerly with Jack Tinker & Partners, the firm that created the widely applauded Alka-Seltzer commercials on television, has said: "We looked on the Governor [Rockefeller] almost as if he were a product like Alka-Seltzer." It had been a meeting of minds; Rockefeller's 1966 campaign manager...