I agree mostly with the above advice, but considering this is an untrained new horse, I'd tend to slow it down a lot more. I imagine there's likely to be a fair bit of fear in there, causing his behaviour, not just skepticism on whether your friend's nice or not....
I agree that you need to budget for taking however long it takes, to 'win' something, even if the first time that just means allowing you to get reasonably close to him, because every time he runs away & you leave him, he thinks 'phew, I managed to escape' and his attitude & behaviour will become stronger, more confirmed each time. To make things easier, is there a small paddock or large yard you can herd him into? If not, a few electric fence tread ins and some tape(no need to buy a unit & connect it for this purpose) shouldn't break the bank. Then you can section off a corner of the paddock - say about 1/4 acre, big enough for him not to feel too trapped - and work in there, to make it easier for you. If even getting him in this area is difficult, luring him in with your horse & a bucket of food should work, so long as you keep your distance.
I disagree with hiding or otherwise trying to disguise ropes, etc. Horses may not have anything like our kind of intelligence, but they're not stupid and don't tend to take too well to 'shifty' behaviour, so I'd be out in the open about everything, have that leadrope dangling from your outstretched hand, but work on the premise of 'making the Right things easy'. That means working in baby steps & reinforcing every 'Right' move, no matter how small to begin with.
I agree with not waving anything at him or trying to push him while he's going away from you... for now, except in so far as I describe below. I think that can be a really helpful step for teaching a horse to turn & face you & to come to you from a distance(eg 'Joinup'), but the primary Good & Trusting relationship has to be established first. Doing it now, if he's nervous of people already, will likely just make him more so. So go his pace & take the time it takes. This will indeed likely be a bit(or a lot, depending on the horse) tedious the first couple of sessions, but will pay off after that.
So, I would begin by walking quietly around so I was near the front of the horse, but still at a distance, so to approach him directly. I would stand there until he looked at me before beginning to approach. I would approach only a step or few(depending on how flighty he is) before turning away(negatively reinforcing him by removing the pressure of my focus). I'd repeat this process over & over, either around the same distance for a while or gradually getting closer each step, depending on his behaviour. Eg. You want to watch him closely & try to stop & turn away before he feels he has to. Depending on his behaviour, I may just stop & turn or I may even actually walk away.
No matter how well or otherwise things are going, keep 'sessions' short & sweet, so after a few minutes, quit on whatever good note you get & walk away from him completely for a minute or so before starting again.
If/when it gets too much for him & he walks away from you, just calmly follow after him. Don't hurry, even if he starts to trot & get ahead. Just keep following him until he shows the slightest inclination to hesitate - he probably won't actually stop & turn to you at this point, but if you reinforce his smallest 'tries', he'll soon cotton on that the way to get you to quit hassling him is to stop.
Now eventually(could be a few minutes, could be an hour or so...) you'll get to within a couple of feet of him like this. At that point, I'd stretch my hand out for him to sniff, preferably with a carrot or such, then as soon as he does, turn & walk away. I wouldn't try to touch him until you've done this a fair number of times at least and he's comfortable with you being there(the carrot will encourage this!). Go about getting him to be confident with your touch, and touching him with a halter/rope in the same manner - don't just grab his halter & 'love on him' - that may be his idea of a nightmare, not enjoyment. Unless absolutely necessary(eg veterinary emergency) ensure you don't do anything he perceives as unpleasant with/to him until after a fair few sessions, he is confident & willing of you approaching & catching him.
Anyway, that's how I tend to do it. Never had it take longer than a few good sessions(for very nervous or damaged horses), but I do tend to follow up by having them in that small paddock to be caught for a while and ensuring I only catch them to give them treats & scratchies, until they solidly believe me to be a really Good Thing in their life & can't wait to come when they see me.