We enter each campaign with one goal in mind – to win. And the results speak for themselves: Helping to elect the first African-American president. Returning Democratic control to Congress and helping expand the majority. And winning campaigns the pundits say can’t be won.
A clear underdog when he entered the race for President, Barack Obama’s come from behind win during the Iowa caucuses was historic – and just the beginning. By combining incredible political skills, a genuine message of change and a new style of campaigning, Barack Obama overcame two political heavyweights in Hillary Clinton and John McCain to pave a new path to the presidency. The Obama ’08 Media Team, led by David Axelrod and Jim Margolis, worked to craft advertising that captured Obama’s authenticity, lifted the spirit of Americans and gave voters a real sense of what he would do as President. Every ad – from the earliest spot in Iowa to the final general election ad – conveyed a single message: change.
MONTANA GOVERNOR BRIAN SCHWEITZER/MONTANA DEMOCRATIC PARTY
They call Montana “the last best place on earth” and Governor Brian Schweitzer is doing everything possible to keep it that way, winning re-election by a 33 point margin in what used to be one of the most Republican states in the country. The Montana Democratic Party developed and produced an aggressive advertising campaign to support Governor Schweitzer’s re-election – focusing on the sharp differences between the Governor and his Republican opponent, “Big Oil” Roy Brown. Making use of both TV and radio because of the strength of radio in rural Montana, the party defined Brown as a tool of the special interests. These attacks helped prevent “Big Oil” Brown from ever gaining traction, allowing the Governor to take the high road and win handily.
CONGRESSWOMAN GABRIELLE GIFFORDS (D-AZ)
In 2006 Gabrielle Giffords become the first Democrat to win Arizona’s 8th Congressional District in 20 years. Giffords entered the primary election 12 points behind her strongest opponent in a multi-candidate field. The campaign developed a media campaign that broke through the clutter while staying true to the campaign’s strategic aims – helping Giffords swamp the competition and win by 18 points. And in each of her two general elections, the media helped her win this Republican-leaning seat by double-digits, by reflecting Southern Arizona’s unique character and focusing on Giffords’ reputation for hard work, her common sense approach to immigration reform and support for the military, as well as her record of delivering for the district. In 2008 Giffords won re-election by 14 points in the face of strong turnout for native son John McCain’s presidential bid.
CONGRESSMAN BEN CHANDLER (D-KY)
When Ben Chandler picked up this open seat from the Republicans in February of 2004, he became the first Democrat to take a Republican seat in a special election in 12 years. Running in conservative central Kentucky, the campaign positioned Chandler as a Democrat who would put people ahead of politics and his party leaders. Focusing on Chandler’s record of independence and getting things done as Attorney General, and his strong family life, they developed a media strategy that inoculated Chandler from the inevitable Republican attacks while also punching back hard when they arrived. Chandler withstood a barrage of attacks from the national Republican party, winning the special election by 12 points. A top target of Republicans when he first ran, Chandler has solidified his hold on Kentucky’s 6th Congressional District.
CONGRESSMAN JERRY MCNERNEY (D-CA)
After achieving a close, upset victory in 2006, Republicans sought to make an early target of California Congressman Jerry McNerney – a Democrat representing a suburban and rural district President George Bush carried in both 2000 and 2004. In early 2007, The Washington Post listed California’s 11th district among the top ten districts most likely to change parties, and Republicans touted McNerney’s opponent as one of the strongest challengers in the country. The campaign developed an aggressive media strategy focusing on Congressman McNerney’s work as an independent voice on issues from the economy to energy independence and veterans’ health care. In this district, which is covered entirely by the expensive San Francisco and Sacramento media markets, the campaign ensured that every campaign dollar spent on television was spent efficiently through a targeted media buying strategy that relied heavily on early cable in addition to a smart broadcast buy. When Congressman McNerney’s opponent aired unfair attacks, the campaign developed tough, fair advertising to effectively counterpunch, blunt the Republican attacks and set the record straight, helping McNerney achieve a convincing 55% to 45% victory.
CONGRESSMAN CIRO RODRIGUEZ (D-TX)
After defeating Republican rising star incumbent Henry Bonilla in 2006, Texas Congressman Ciro Rodriguez was an early target in a border district carried by Bush in 2000 and 2004. The campaign developed innovative English and Spanish-language advertising establishing Rodriguez’s image as a maverick. When Republicans attempted unfair attacks, they devised a unique counterattack – exposing the Republican opponent’s plan for a new 23% national sales tax that would hit working families the hardest. Uncharacteristic for a Democrat, they helped Rodrigeuz win the debate on not only traditionally Democratic issues of the economy and health care, but also taxes. Rodriguez achieved a convincing electoral margin of 56% to 42%, even as Senator John McCain carried the district.
THE DEMOCRATIC CONGRESSIONAL CAMPAIGN COMMITTEE
Called “one of the principal architects of the Democrats’ takeover of the House in 2006,” by The Washington Post, John Lapp and Jason Ralston built on that success, serving among the chief media strategists for the DCCC Independent Expenditure program, helping the Democrats increase their Congressional majority by 21 seats in 2008. They developed innovative advertising strategies that helped achieve victories across the country, defeating Republicans incumbents, challengers, and winning open seats in Arizona, Colorado, Florida, Indiana, Iowa, Michigan, Nevada, New York, Ohio, Pennsylvania, and Virginia, to name a few.