DallasNews.com
Clinton turns to Austin adman, longtime friend to show off softer side
Austin adman helping longtime friend gain emotional ground
12:00 AM CST on Sunday, January 20, 2008
By WAYNE SLATER / The Dallas Morning News wslater@dallasnews.com
AUSTIN When Hillary Rodham Clinton's presidential run started tumbling into trouble, she reached out to an old friend from Austin.
Roy Spence, an advertising whiz and godfather of the "Don't Mess With Texas" campaign, has been elevated within an expanding team desperate to regain the edge against Democratic rival Barack Obama.
A revised stump speech and new commercials used in Nevada, South Carolina and California feature Mrs. Clinton listening to voters. If the old message was about her "Ready to Lead" the new message is also about us "It's about people," a tagline says.
"I'm more actively engaged on a daily basis for a while to make sure that Hillary's heart gets communicated," said Mr. Spence, whose friendship with the Clintons goes back three decades.
After Mrs. Clinton lost the Iowa caucuses to Mr. Obama and appeared to be struggling in New Hampshire, Mr. Spence flew there to help pull out a surprise victory. He then went to the Clintons' home in Chappaqua, N.Y., where she recorded new spots focusing more directly on her personality.
"He is her friend and is very good at getting emotions out of people," said a Democratic insider, not authorized to speak publicly about the race. "He's the warm-and-fuzzy man. Roy's like the psychological pillow carrier, and he's there to soften her image."... http://www.dallasnews.com/sharedcontent/dws/news/politics/state/stories/DN-spence_20pol.ART.State.Edition1.37f4e92.html
"Dear MSM the latest Hillary image we are presenting is "warm and fuzzy." You are directed to use that template from now on." Roy Spence