July 28, 2006
Clinton Turns To An Old Friend For Microtargeting Advice
Sen. Hillary Clinton is looking for new ways to reach out to white working and middle class voters – especially those who live in exurbs and rural areas. According to several Democratic sources and others on the periphery of Clinton's team, an old, press-shy face is part of her the inner circle: marketing whiz Roy Spence, a Clinton family confidant since the 1970s.
"She trusts him," says another long-time friend of both Clintons. Spence was her consultant-of-choice in 1992 and informally advised with the White House during good times and bad.
Spence is the CEO of GSD and M, based in Austin, Texas and the creative genius behind ad campaigns for clients as diverse as BMW and Southwest Airlines. He's famous for helping Wal-Mart brand itself as a quality, low-cost powerhouse. He's also a specialist in marketing to Americans living in the heartland. As he told the New York Times, a brand must be "a sacred promise of what you stand for."
Spence did not answer e-mail and telephone messages left for him. He prefers to communicate his thoughts to Clinton via memo, although the two talk often. Clinton adviser Howard Wolfson said Clinton is focused on her Senate re-election campaign and that Spence is nothing more than a long-time family friend. [MARC AMBINDER]
Posted at 03:00 PM
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