November 17, 2006
Consultants' Corner: The Winning GOP Firms
GOP consulting firms took quite a beating this cycle. However, a handful of media firms fared extremely well considering the overall outcome. What did it take to win in this tough political climate -- quality candidates, hard-hitting negative ads or just pure luck? The best of '06 reveals...
The Strategy Group for Media went 10-0 for its House races (10-1 overall), holding on to some top competitive seats for incumbents, including GOPers Steve Chabot (OH-01), Marilyn Musgrave (CO-04) and Pat Tiberi (OH-12). Its freshmen were: Reps.-elect David Davis (TN-01), Jim Jordan (OH-04) and Doug Lamborn (CO-05). In its 12th year of offering media services, the firm attributes the '06 successes to a solid group of candidates. Strategy Group for Media Sr. VP Brian Berry describes them as "absolute fighters who fit their districts." Moreover, the candidates were aware that they were the "local expert" of their CDs -- not the consultants -- and consequently became "fully engaged" in the decision making.
As for strategy, the firm followed "Politics 101" by not sitting and waiting to be defined by the opponent. The Strategy Group for Media hit the air well before Labor Day -- the earliest on record. Berry compares this cycle to the TV show "Survivor," where consultants had to use their past experience and cunning strategy and tactics to survive. They believe that a lot of political advertising fails to reach the heart of the voter. Berry: "If you lose their heart, you won't persuade their mind and move them to vote for your candidate." That's why they came out early and kept the message positive. [KATHERINE LEHR}
Berry asserts that the DCCC and 527s were "sketching a caricature of the candidates that was inaccurate," particularly of Musgrave and Chabot, who both have some of the highest conservative ratings. The opposition attempted to nationalize these races by labeling them rubberstamps of the Bush admin. ... and then there was the issue of corruption. Berry: "Ohio was like the Titantic plus the Hindenburg. They had the tickets for us, but we were not getting on." Based in Columbus, the Strategy Group for Media staff had the "edge" by being familiar with the local climate. Yet, it was Chabot's own vision of an ad that caused a turning point in the campaign. "Chabot Hasn't Changed" portrayed Chabot as the "same old guy," who still drives his '93 Buick and mows his own grass. The ad conveyed that although Washington needed a change, one was not needed at home. Berry: "It was a unique heartfelt ad in a very heartless year." Berry compares the Strategy Group for Media to the Class of '94, with the difference being they never forgot their values.
Dawson McCarthy Nelson's Jonathan Downs also points to the quality of their candidates, who did their jobs by raising money and understanding the political environment early on in the race, as an important factor in the firm's success this year. DMN, which went 9-3 overall, helped retain seats for GOP Reps. Thelma Drake (VA-02), Deborah Pryce (OH-15) and Tom Reynolds (NY-26); and snagged IL 06 with Rep.-elect Peter Roskam (R). With Dems running on the Iraq war and as an agent of change, Downs said DMN didn't fight these issues because they knew they couldn't. It was also not enough to be the better candidate, so DMN shed light on the opponent's slip-ups. For instance, in the NM 01 race between Rep. Heather Wilson (R) and atty Patricia Madrid (D), which has not yet been called, Downs points to DMN's closing ads for Wilson as an effective means of advertising. In the ad "Debate", Madrid is stumped when asked by Wilson if she will ever raise taxes. Downs: "It was icing on the cake." This approach highlights that the GOPer is running against a person, not a generic or faceless Dem.
For Roskam in IL 06, DMN took a different approach since he had little name recognition. In addition to running on the issues of immigration and taxes, DMN introduced the "Speedos" ad, in which Roskam denies his opposition's baseless allegations while his wife admits to banning speedos at home. Taking this humorous approach, Roskam breaks the mold of an "evil" GOPer.
Meanwhile, Jamestown Assoc. Sr. VP Brian Donahue says the firm (10-5) concentrated on highlighting candidates' past successes and how well they had represented for their district. Even though Washington seemed at a standstill, the candidates "were actually delivering for their constituents." Therefore, the advertising had a heavy concentration on their records of tax cuts and support of Medicare Part D. Jamestown Assoc. Pres. Larry Weitzner attributes Rep. Chris Shays (R) win in CT 04 simply on his reputation. Weitzner: "Shays was such a maverick that the attacks didn't work as well. ... He wasn't viewed as part of the problem, but rather part of the solution." Moreover, the opposition was singularly focused on the Iraq war -- viewed by Weitzner as a mistake on their part.
You Win Some, You Lose Some
All three firms attributed the losses in competitive CDs to a tough political environment and a sour mood among voters. For instance, Weitzner contends that the character attacks on Rep. Nancy Johnson (R-CT-05) were too severe and too often. Jamestown Assoc. believed Iraq and nat'l security were "sort of impossible to ignore," and therefore produced a terrorism ad highlighting Johnson's proactive approach in preventing another attack on the US. Weitzner says other campaigns around the country copied the ad almost verbatim. In IA 01, the firm tried to portray businessman Mike Whalen (R) as a Washington outsider, but the CD was just too Dem-leaning.
As for DMN, Downs attributes Rick O'Donnell's (R) loss in CO 07 to the political environment and the fact that open seats are always challenging. Downs adds that the outcome in IA 03, with challenger Jeff Lambertilosing to Rep. Leonard Boswell (D), probably would have been different in any other year.
Jamestown Assoc. also recognized the difficulty in electing GOPers in open seats and as challengers. Donahue says the firm incorporated an "incumbent protection strategy" as a result, with incumbents receiving a majority of the funding. The risk of defeat was just too high. Donahue: "Everyone involved in the '06 election came extremely prepared, were well-funded and were ready to play ball"
Any questions, comments or thoughts about what you've seen in Consultants' Corner, or what you'd like to see, email us.
Posted at 01:53 PM
Comments
I guess your forgetting that Donohue was Pirros campaign manager against Hillary.
Jim | 11.17.06 02:35 PM
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The Strategy Group for Media doesn't talk about ther races they LOST like New Mexico Attorney General and New Mexico Secretary of State. I'm sure there were others as well.
These press releases are such BS; people should talk about their entire record or just shut up.
Aaron Smith | 11.17.06 05:34 PM
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