Mad Men

The Real 'Mad Men' Diaries: Keith Reinhard

Writing Was on the Wall -- Literally -- When the Agency Won the Golden Arches

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Don Draper and Peggy Olson might be pitching Burger Chef on "Mad Men," but in real life during that time Keith Reinhard, then a creative at Chicago's Needham Harper & Steers, was busy landing McDonald's for the agency. At the time, the fast-feeder was just going national and it had a massive budget by 1970 standards: $35 million.

Here, in the first of a video series on the real Mad Men of the 1960's and 70's, we interview Mr. Reinhard, today chairman emeritus of DDB Needham, about how the account was won -- and how he came up with what's arguably the chain's most-remembered ad, "You Deserve a Break Today."

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See our complete coverage of the Mad Men era and show here.

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