Reinhard Group to 'Mobilize U.S. Biz'

Keith Reinhard is assembling a team of market- ing muscle that could teach the federal government a thing or two about how to alter America’s image in the Muslim world.

First, the DDB chairman has changed his task force’s name from “Brand America” to “Task Force to Mobilize American Business for Public Diplomacy.” The decision was a result of the criticism former Undersecretary of State for Public Diplomacy Charlotte Beers faced whenever she mentioned the word “brand.”

“People outside the marketing community think it means hype and spin,” Reinhard noted.

Second, Reinhard said last week at the Association of National Advertisers conference in Dana Point, Calif.,