Sigmund Aronson "Sig" Rogich (born May 17, 1944) is an Icelandic/American businessman and is president of The Rogich Communications Group, a business facilitator, public relations, and crisis management firm. He is also a former US Ambassador to Iceland. Rogich also founded in 1973 Las Vegas based R&R Advertising, now R&R Partners, Nevada's largest advertising and marketing firm, and has been involved with Las Vegas marketing for more than 30 years. His entertainment and business relationships have included Frank Sinatra, Donald Trump, Mike Tyson, Steve Wynn, Kirk Kerkorian, and Sheldon Adelson, among others. Rogich was a senior media consultant to Republican candidates for office, including Presidents Ronald Reagan and George H. W. Bush. He was senior campaign consultant for former Nevada governors Mike O'Callaghan, Kenny Guinn and Jim Gibbons. Early life Born in Iceland, his family moved outside of Las Vegas in 1954 while his father worked in a titanium metals factory. His father went on to be a foreman at a company that made neon casino signs and his sister was a dancer in Folies Bergère, a review that toured with Sammy Davis Jr. Rogich worked odd jobs from the time he was small, and as he got older toiled as a busboy at casinos in Las Vegas, and as a bellman at The Lake Tahoe Hotel. He graduated from Las Vegas High School and studied journalism at the University of Nevada, Reno. While a student, he became a member of the Sigma Alpha Epsilon fraternity in the institution. Politics Rogich was a longtime close friend and adviser to Paul Laxalt, former governor and United States Senator from Nevada. In 1984, Rogich was co-director of the "Tuesday Team," an advertising agency created specifically to produce campaign ads for the re-election campaign of President Reagan (a.k.a. Reagan-Bush '84). In 1987 and 1988, Rogich worked as the Director of Advertising with Roger Ailes, Chief Media Advisor for Vice President George H. W. Bush's 1988 campaign. He directed, produced and scripted numerous television ads for the campaign (Bush-Quayle '88), as well as others for the Republican National Committee. Other ads include the famous "Revolving Door" spot for Bush-Quayle '88 (shot at a Utah penitentiary), which highlighted the crime record of Democratic nominee, Gov. Michael Dukakis. Rogich is also credited with devising the Bush ads that prominently featured Michael Dukakis cruising in a tank at a General Dynamics plant in Michigan. George H. W.