In the 1970 campaign, Rockefeller expected to face Orval Faubus, who led the old-guard Democrats, but the previously unknown Dale Bumpers of Charleston in Franklin County rose to the top of the Democratic heap by promising reforms. Bumpers' charisma and "fresh face" were too much for an incumbent Republican to overcome. Rockefeller lost his third-term bid, but he had inadvertently propelled the Democrats to reform their own party. Maurice Britt managed the 1970 campaign, and he was replaced on the Republican ticket for lieutenant governor by Sterling R. Cockrill of Little Rock, the former Democratic House Speaker in Rockefeller's first term. Cockrill switched parties in the spring of 1970 to make the race; he was defeated by the Democrat Bob C. Riley but finished 35,000 votes ahead of Rockefeller.