July 12, 2014 SIGN IN | REGISTER
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Joseph Biden Consultant Makes Ads Memorable

Courtesy Keith Wessell

“If I had been five or 10 years older I would have never done it,” White said. “But at 23 you think you can do anything, and I did it. That was the start of my firm, and it went from there.”

White said he’s compiled a winning percentage of higher than 75 percent for candidates running at all levels. He’s produced ads for corporate clients such as AT&T’s public affairs campaign, and he also produces noncandidate-based ads for issues including stem-cell research and the Pickens Plan for energy independence.

Tom Synhorst of the DCI Group, who chose White to produce the campaign’s ads, was nervous when he first introduced White to Pickens. At a dinner with more than a dozen others, Pickens asked White if he had begun thinking about the first TV ad. White closed his eyes and described the ad — with burning oil fields and smoke — that would eventually kick off the campaign. White began reciting the script he had written from memory, and Pickens immediately seemed to like it.

“I’ve been doing this for 30 years now,” Synhorst said. “I can count on one hand the number of times I’ve gotten an ad and thought, ‘This is it.’ Of the four I can remember, two of them are his.”

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