Book of strategy, scripts, storyboards, memos, notes, six- minute film strip featuring Mrs. Kennedy, and 15 five-minute television
Maxwell ("Bud") Arnold was a member of the San Francisco advertising agency, Guild, Basrom & Bonfigli, Inc., that handled
the campaign publicity. The firm began in 1948 and in 1965 was bought out by a New York agency. The client for the campaign
publicity was the Democratic National Committee. It was the first time television was used in a presidential campaign. Arnold
was the principal script writer.
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