Player Profile: Keith's son also rises: Matt Reinhard in adland

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Some children go to Disneyland, but when he was a child, Matt Reinhard's father took him to McDonaldland, a Hollywood set for Ronald McDonald commercials, where apple pies hung from trees.

Today, the 33-year-old son of DDB Worldwide CEO Keith Reinhard is back in the fast-food world. This time, he's group creative director at FCB Worldwide, San Francisco where he and copywriter Tom O'Keefe, are developing a new positioning campaign for Taco Bell. FCB this summer picked up creative for the $204 million Taco Bell account after the marketer ended its long run with former agency TBWA/Chiat/Day, Playa del Rey, Calif.

WATERSHED CAMPAIGN

Mr. Reinhard so far has worked on one spot for a group of 99› Chalupas and now has the opportunity to produce what may be a watershed campaign for FCB's San Francisco office. The shop, once a leading creative power under the late Mike Koelker, has been working to develop a calling card campaign under Geoff Thompson, FCB's worldwide creative director, and Rooney Carruthers, San Francisco executive creative director.

Mr. Reinhard was working in Los Angeles as creative director at Web developer Kick Media when Mr. Thompson reunited him and Mr. O'Keefe to work on the Amazon.com business. The partners had earlier worked together at FCB's Chicago office.

Last year at about this time Mr. Reinhard was working on those spots, done in a style reminiscent of Mitch Miller's "Sing Along With Mitch" program that stood out from the 1999 holiday clutter dominated by dot-com sophomoric humor. "We decided to show the spirit of Amazon.com, a friendly Web site," he said.

Mr. Reinhard grew up in Chicago, one of seven Reinhard children. "I spent my weekends hanging out in the mount room smelling the markers at Needham in Chicago," he said, referring to a room where art directors put the finishing touches on their work. He attended DePauw University in Green Castle, Ind., majoring in art. His first job was with a graphics company; among his projects there, he designed drawings that showed employees at GMC plants the proper way to sew car seat covers.

MAKING HIS MARK

But Mr. Reinhard believes he and Mr. O'Keefe made their mark in advertising in 1994 when they worked for FCB Worldwide's Chicago office, developing spots for Cadbury-Schweppes fruit-flavor ginger ales. The ads, with a retro '60s look, referenced the British invasion heralded by the Beatles.

Mr. Reinhard has been careful to avoid working for the agency that now shares the McDonald's Corp. business. "I already entered a business that has pretty big footsteps," said Mr. Reinhard, adding that if he were to join the same company as his father, "I'd be asking for trouble."

The elder Mr. Reinhard agreed. He said he discouraged his children from entering the ad business, noting "the vicissitudes can knock you down," among them the propensity for rejection, instability and ambiguity. Besides, he added, "I wouldn't want Matt to be in this company. He has more talent than I do."

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