"Someone once said Dan has the attention span of a gnat, " says Edward Eskandarian, chief executive of Arnold Communications, the Boston agency known for its clever Volkswagen ads, acquired by Snyder in March 1998.

FORBES: Changing the Game Plan

Items span several generations of Kennedys, from patriarch Joseph, to brothers Robert and Edward, to niece Maria Shriver and her estranged husband, Arnold Schwarzenegger.

CNN: JFK keepsakes belonging to close pal up for auction