Content Creative Media - Latest Promotional Booklet
Content Creative Media is a full-service Republican advertising firm located in Columbus, Ohio. We produce premium political advertising at a fair price. Content is a partner for every step of the creative process: from creating initial concepts, to writing scripts, planning and executing shoots, and editing and distributing the final ad product.
NICK EVERHART
President
E: nick@contentcreative.com
C: 202.754.0525 @nicholasevrhart
Creative Director/National Strategist
E: dan@contentcreative.com
C: 859.489.3022 @danbayens ANGIE COPE
Pre-Production Specialist & Photographer
E: angie@contentcreative.com
C: 614.719.9647 @angiencope
PATRICK SWEENEY
Vice President for Political & Public Affairs
E: patrick@contentcreative.com
C: 401.935.6108 @patrickasweeney
Director of Photography
E: andy@contentcreative.com
ANDY MARSHALL
NICK EVERHART
President
Prior to starting Content, Nick worked for Majority Strategies, the largest Republican print and mobile firm in the country. Nick also spent a decade working at the Strategy Group for Media, where he served as co-founder and president of the advertising company’s media planning and placement division and worked in all aspects of the creative media process.
Nick was named to the 2017 AAPC 40 Under 40 class and a Campaign & Elections 2011 “Rising Star.” He has been involved in some of the nation’s most high-profile races, from helping state legislative caucuses return to GOP control to protecting numerous vulnerable Congressional seats to securing wins for Republican governors and U.S. Senators across the country.
DAN BAYENS
Creative Director/National Strategist
Dan has worked as an aide and consultant to Republican campaigns, candidates and office-holders for nearly two decades. He spent several cycles working as a writer and producer at the Strategy Group for Media.
Dan worked for Sen. Rand Paul during his campaign for Senate in 2010 and much of his first term, serving in a variety of roles including spokesperson. His previous political experience includes working as an aide to Kentucky Gov. Ernie Fletcher and Rep. Anne Northup.
Dan holds a bachelor’s degree in journalism from the University of Kentucky and is a proud member of the #BBN. He lives in Lexington, Ky. with his wife, Rachel, and their sons, Sam and Henry.
ANGIE COPE
Pre-Production Specialist & Photographer
Angie has more than a decade of experience working in the production industry. Most recently she worked as an account coordinator for Mills James in Columbus, Ohio, one of the largest creative production companies in the Midwest. In this role, she worked often with the Content Creative Media team.
Prior to her time at Mills James, Angie lived in New York City where she worked for post-production houses, wedding boutiques and a photo rental studio.
A native of Ohio, Angie graduated from Ohio University with a degree in visual communications and commercial photography. She loves to travel in her free time.
PATRICK SWEENEY
Vice President for Political & Public Affairs
Patrick is a native of Rhode Island and has been involved in politics at every level. An attorney by trade, he has a wealth of experience in campaign, advocacy, and government positions. He has managed numerous campaigns, from gubernatorial and U.S. Senate contests on down. In 2011, he founded Targeted Strategies, a public affairs firm with a concentration in campaign management, media consulting, and strategic communications.
Patrick is a former executive director of the Rhode Island Republican Party, has been legal counsel for state Republican parties, and has provided counsel to the RNC, NRCC, and NRSC. He has also led and participated in ballot access and recount efforts across the country. Patrick cut his teeth working for Gov. Don Carcieri, the last Republican to serve as governor of Rhode Island, where he worked in the policy and legislative affairs office.
Patrick attended the University of Maryland, Northeastern University and the New England School of Law. He resides in Cranston, Rhode Island with his wife, Sara, his daughter, Serafina, and his sons, Cole and Julian.
ANDY MARSHALL
Director of Photography
Andy has spent more than two decades in the video production industry handling an array of projects for corporate, nonprofit and political clients. As an intern, the very first “professional” shoot he was ever on was for a political campaign ad. Andy’s experience includes shooting a commercial for Super Bowl LIII in 2019.
Andy enjoys spending his free time with his family on the Ohio River.
Content Creative Media is a full-service creative company producing nationalquality advertising at a fair price.
We believe the most effective ad tells a story and makes an emotional connection with the audience.
It is our goal to deliver that memorable connection in every single spot we create.
We are as passionate about winning as we are about telling your story and are experts at creatively telling a story and ensuring the right audience sees it.
We will work closely and collaboratively with your team to ensure we craft the right message that’s the right fit for your audience.
TV – Broadcast, Cable (Linear/VOD), Satellite (DirecTV/DISH), Streaming (CTV/OTT/vMVPD)
Radio – FM, AM, SiriusXM, Spotify, Pandora, iHeart, TuneIn, Podcasts and More
Digital – Google/YouTube, Facebook/Instagram, Snapchat, Twitter and Whatever Comes Next
THE CONTENT CREATIVE DIFFERENCE
Experience
We have experience working at every level of political campaigns, from presidential to statewide to U.S. House to legislative and local races in states and districts across the country. We’ve worked in more than 400 political races since 2015.
Pricing
We are aggressive in our pricing and will deliver the national-quality work you expect at a price that beats our competitors.
Creativity
We will get to know you – the real you – and will tell your story in a creative, unique and memorable way.
CONTENT CREATIVE MEDIA SELECT CLIENT LIST
SENATE
Sen. Lindsey Graham (SC)
– Security is Strength
Sen. Kelly Loeffler (GA)
– Georgia United Victory
Sen. Marywayne Mullin
– Defend Us PAC and Oklahoma First
Sen. Rand Paul (KY)
– America’s Liberty PAC
Sen. Tim Scott (SC)
– Opportunity Matters Fund
National Republican Senate Committee (NRSC)
GOVERNOR
Gov. Brian Kemp (GA) – A Better Georgia PAC
Gov. Henry McMaster (SC) – Palmetto PAC
Gov. Patrick Morrisey (WV) – Club for Growth Action and Black Bear PAC
Gov. Kim Reynolds (IA) – Empower Iowa Fund
Gov. Glenn Youngkin (VA)
– Opportunity Matters Fund
STATEWIDE
Lt. Gov. Geoff Duncan (GA)
– Hometown Freedom Action Network
Lt. Gov. Winsome Sears (VA)
– Opportunity Matters Fund
Attorney General Gentner Drummond (OK)
Attorney General Patrick Morrisey (WV)
Attorney General Sean Reyes (UT)
Secretary of State Mac Warner (WV)
Auditor Mike Harmon (KY)
Treasurer Randy McDaniel (OK)
Treasurer David McRae (MS)
Agriculture Commissioner Wilton Simpson (FL)
– Republican State Leadership Committee
Labor Commissioner Leslie Osborn (OK)
Superintendent of Public Instruction Joy Hofmeister (OK)
Insurance Commissioner John King (GA)
Insurance Commissioner Vicki Schmidt (KS)
Corporation Commissioner Brian Bingman (OK)
Corporation Commissioner Kim David (OK)
Corporation Commissioner Todd Hiett (OK)
Republican Attorneys
General Association (RAGA)
CONGRESS
Rep. Stephanie Bice (OK-5)
– People for Opportunity
Rep. Dan Bishop (NC-9)
– House Freedom Action
Rep. Lauren Boebert (CO-3)
– House Freedom Action
Rep. Eric Burlison (MO-7)
– House Freedom Action
Rep. Michael Cloud (TX-27)
– House Freedom Action
Rep. Randy Feenstra (IA-4) – Iowa Four
Rep. Yvette Herrell (NM-2) – House
Freedom Action and Right Women Now
Rep. Jim Jordan (OH-4)
Rep. Doug Lamborn (CO-5)
Rep. Jake LaTurner (KS-2)
– Fighting for Kansas PAC
Rep. Debbie Lesko (AZ-8)
– House Freedom Action
Rep. Thomas Massie (KY-4)
Rep. Rich McCormick (GA-6)
Rep. Mary Miller (IL-15)
– House Freedom Action
Rep. Barry Moore (AL-1)
– House Freedom Action
Rep. Markwayne Mullin (OK-2)
Rep. Greg Murphy (NC-3)
– House Freedom Action
Rep. Scott Perry (PA-10)
– House Freedom Action
Rep. Matt Rosendale (MT-AL)
– House Freedom Action
Rep. Chip Roy (TX-21)
– House Freedom Action
Rep. David Schweikert (AZ-1 and AZ-6)
– House Freedom Action
Rep. Keith Self (TX-3)
– Defeating Communism PAC
Rep. Victoria Spartz (IN-5)
– Citizens for Effective Government
Rep. Marlin Stutzman (IN-3)
– House Freedom Action
Rep. Tom Tiffany (WI-7)
– House Freedom Action
American Future Fund
House Freedom Action
Protect Freedom PAC
Club for Growth Action
Win It Back PAC
National Republican Congressional Committee (NRCC)
PRESIDENT
Rand Paul – America’s Liberty PAC
Mike Huckabee
– Pursuing America’s Greatness
STATE LEGISLATIVE & PARTIES
Speaker Bob Cupp (OH)
Speaker Charles McCall (OK)
Speaker David Osborne (KY)
Speaker David Ralston (GA)
Speaker Ryan Smith (OH)
Speaker Robin Vos (WI)
Republican Party of Kentucky
Michigan Republican Party
Ohio Republican Party
Republican Party of Wisconsin
GOPAC Election Fund
Republican State Leadership Committee (RSLC)
State legislative work for campaigns, caucuses and third-party groups:
Georgia House & Senate
Illinois House
Indiana House
Kansas House & Senate
Kentucky House & Senate
Michigan House & Senate
Mississippi House & Senate
Nebraska Legislature
New Jersey Assembly & Senate
North Carolina House
Ohio House & Senate
Oklahoma House & Senate
Pennsylvania House
Tennessee House & Senate
Virginia Assembly & Senate
Washington House
Wisconsin Assembly
JUDICIAL & LOCAL
Oklahoma Supreme Court Retention (No to Retain Yvonne Kauger)
– People for Opportunity
Supreme Court Justice Josiah Coleman (MS)
Supreme Court Justice Bob Conley (KY)
Supreme Court Justice Sarah Stewart (AL)
Volusia County Sheriff Mike Chitwood (FL)
Oklahoma County Sheriff Tommie Johnson (OK)
– Defend US PAC
Tulsa County Sheriff Vic Regalado (OK)
DeSoto County District Attorney
Matthew Barton (MS)
Allegheny County District Attorney
Stephen Zappala (PA)
– Protecting Americans Project Action Fund
Pinellas-Pasco State Attorney
Bruce Bartlett (FL)
– Protecting Americans Project Action Fund
Scott County Attorney Kelly Cunningham Haan (IA)
– Protecting Americans Project Action Fund
Woodbury County Attorney James Loomis (IA)
– Protecting Americans Project Action Fund
Maricopa County Attorney Rachel Mitchell (AZ)
– Protecting Americans Project Action Fund
Lorain County Prosecutor Tony Cillo (OH)
– Protecting Americans Project Action Fund
Chattahoochee Judicial Circuit District Attorney
– Don Kelly (GA)
District Judge Scott Meaders (OK)
Erie County Commissioner Pat Senigo (OH)
Erie County Commissioner Matt Old (OH)
Licking County Judge Matt George (OH)
Porter County Commissioner Barb Regnitz
Franklin Mayor Ken Moore (TN)
Protecting Americans Project Action Fund
ISSUE ADVOCACY
ASCPA (No on Question 1, City of Springfield, MO – 2018)
Black Bear PAC (WV)
Greater Georgia PAC
Keeping Georgia Strong
2017 Iowa Ag Summit
Justice Action Network
Keep Kids First (Nebraska – 2023)
Kentucky Sports Betting Now
Nebraskans for the Death Penalty (No on Referendum 426 – 2016)
Ohio Hospital Association
Ohio Suicide Prevention Foundation
People for Opportunity (OK)
Portland Cement Association
Rhode Island Dental Association
Vision Tulsa (2016)
Let’s Go Washington (Yes on I-2066 Stop the Natural Gas Ban, 2024)
Fix Washington
Young Americans for Liberty (YAL)
WE’VE GOT EXPERIENCE
CHECK OUT THE PLACES WHERE WE’VE BEEN INVOLVED IN CAMPAIGNS
AWARD-WINNING CREATIVE WORK
WE’VE WON MORE THAN 170 POLLIE, REED AND TELLY AWARDS FOR OUR CREATIVE WORK
OUR SOLUTIONS
AS A FULL-SERVICE CREATIVE COMPANY, CONTENT CREATIVE MEDIA WILL HANDLE EVERYTHING FROM CONCEPT THROUGH DISTRIBUTION IN THE CREATION OF YOUR TV, RADIO AND DIGITAL ADVERTISING.
CREATIVE & PRODUCTION
CONCEPT
We’ll get to know you, learn your story and take the time to understand the political environment of your race, including the strengths and weaknesses of your opponents. Then we’ll conceptualize advertisements that put you and your story in the spotlight in a powerfully creative and memorable way that creates an emotional connection with the audience.
WALKTHROUGH
Just as no two ads are the same, no two locations are the same. We’ll do a thorough walkthrough prior to shooting to ensure we are choosing the right locations and framing you and your story in the best light.
SCRIPT
With concept in hand, our talented team will create a script packet and storyboard series, incorporating your voice, your story, what makes you unique and contingencies for responses to any and all attacks that may be leveled against you.
SHOOT
Cameras rolling, we’ll get the shots we need for your ad during a wellscheduled and efficient shoot that ensures all the assets needed for a complete ad campaign are captured.
CREATIVE & PRODUCTION
EDIT
Content has multiple strategic post-production partners. Due to our large volume of work, we have set backend production costs with our partners – so there are no surprises on the costs for TV, radio and digital spots. We have dedicated production assistants at the postproduction houses we utilize and access to editors and suites whenever we need them, no questions asked.
DISTRIBUTE
We’ll prepare your advertising for distribution across TV, radio and digital and ensure the produced assets are shipped to the correct stations on time so you never miss a deadline.
BUYING
mediumbuying.com
@mediumbuying
Medium Buying is our ad planning, buying and competitive intelligence division.
Media and advertising have become incredibly complicated and fragmented over the last several years. It used to be broadcast TV, cable and radio – now it’s multiple platforms on an array of devices. Today, a good ad buying company is focused on getting powerful creative or content in front of their target audience regardless of the medium it takes to reach them.
Media planning
No two campaigns are alike. Each one needs a unique media analysis and plan that thoroughly considers resources, possibilities and goals. We’re well-versed and experienced in developing and implementing paid media strategies. That’s what we’ll deliver for your campaign.
Media buying
Paid media is often the largest single expenditure a campaign will make (that’s because paid media can dramatically shape the outcome of a campaign). We’ll get the most out of every dollar you spend by negotiating the lowest possible rate, every single time.
Competitive tracking
It’s critically important that you have timely and accurate competitive intelligence. You need to know what your opponents and allies are spending on paid media – and when and where messages are being delivered. Our team will constantly monitor the playing field so you have real-time access.
CASE STUDIES
2018:
SOUTH CAROLINA
PALMETTO PAC
(PRO-HENRY MCMASTER)
PRIMARY:
HENRY MCMASTER 42.3%
JOHN WARREN 27.8%
CATHERINE TEMPLETON 21.4%
RUNOFF:
HENRY MCMASTER 53.6%
JOHN WARREN 46.4%
GENERAL:
HENRY MCMASTER 54.0%
JAMES E. SMITH JR. 46.9%
Palmetto PAC was a third-party group that supported Gov. Henry McMaster in the 2018 gubernatorial race in South Carolina. In January 2017, McMaster assumed the governorship following Gov. Nikki Haley’s appointment and confirmation as Ambassador to the United Nations. McMaster served the remainder of Haley’s second term. Prior to his ascension to the office of governor, McMaster had declared that he would be a candidate in the 2018 election.
Palmetto PAC ran TV, radio and digital ads during the primary, runoff and general election. The group was the largest spender in the race overall and its ads were decisive in helping McMaster win each round.
PRIMARY
McMaster faced multiple opponents in the GOP primary, including Catherine Templeton, who had served in Gov. Haley’s administration, and businessman John Warren. Early polling showed Templeton as McMaster’s most significant competition.
Palmetto PAC launched several ads hitting Templeton on her record as a government official and her multiple departures from state government, which had been raised as an issue in the campaign. One of the Palmetto PAC spots used the familiar clip of Donald Trump saying “You’re Fired” to underscore the hits on Templeton.
With the help of the Palmetto PAC ads, McMaster held off his competition and won 42% of the vote in the primary (short of the 50% needed to advance with no runoff). Templeton finished a distant third, leaving Warren to take on McMaster.
RUNOFF
In the days following the primary, Palmetto PAC sought to define John Warren. The group went up with a 60-second spot attacking Warren’s record as a businessman and statements he had made during the campaign (Voiceover: “Sometimes you just don’t know how good you already have it … Meet John Warren.”). Follow-up spots used President Trump and the issue of trade to hit Warren.
A deluge of ads from Palmetto PAC helped McMaster defeat Warren (54%-46%) and advance to the general election.
GENERAL
Palmetto PAC ran positive messaging in the general election to boost McMaster, who defeated Democrat James Smith, 54%-46%.
CASE STUDIES
2019: MISSISSIPPI
DAVID MCRAE FOR STATE TREASURER
PRIMARY:
DAVID MCRAE 61.5%
EUGENE CLARK 38.5%
GENERAL:
DAVID MCRAE 61.0%
ADDIE LEE GREEN 39.0%
David McRae was a Republican candidate for State Treasurer in Mississippi in 2019. He had run for the same office in 2015 but had been defeated in the GOP primary.
In Mississippi, the state treasurer’s office has been an important position that candidates have used to elevate themselves to higher office (current Gov.-elect Tate Reeves began his political career by winning the state treasurer’s office in 2003).
McRae faced Mississippi State Sen. Eugene Clark in the Republican primary. To refresh and re-energize his campaign, McRae hired a new consulting and campaign team for his 2019 run, which included Content.
A digital video kicked off the campaign and focused on 1) McRae’s family legacy in Mississippi, 2) his business and conservative credentials, 3) his support for President Trump, and 4) his role as a husband and father. The video set the table for a series of TV, radio and digital ads that highlighted these message points.
McRae handily defeated Clark in the GOP primary, 61.5% to 38.5%. McRae won 222,610 votes – more than any other candidate in either party statewide.
McRae went on to defeat Democratic candidate Addie Lee Green in the general election, 61% to 39%.
CASE STUDIES
2020: KENTUCKY
THOMAS MASSIE FOR CONGRESS
PRIMARY:
THOMAS MASSIE 81.0%
TODD MCMURTRY 19.0%
GENERAL: THOMAS MASSIE 67.1%
OWENSBY 32.9%
In 2020, Rep. Thomas Massie was running for re-election in Kentucky’s Fourth Congressional District. The Fourth District has a Cook Partisan Voting Index of R+18, so Massie’s only hurdle to a fifth term was a primary. In 2018, Massie had coasted to re-election with NO primary and 62% of the vote in the general election.
Massie was popular in the Fourth District, especially among conservatives. But the business community in northern Kentucky disliked Massie’s libertarian leanings and had long angled to find someone to replace him. So they recruited Covington attorney Todd McMurtry to challenge Massie in the Republican primary. McMurtry had gained notoriety by representing Covington Catholic student Nick Sandmann in defamation lawsuits against media outlets following a confrontation at the Lincoln Memorial between Sandmann and Native American activist Nathan Phillips.
It was expected to be a competitive race. Like every other GOP primary, President Trump was front and center. McMurtry had branded himself as a supporter of Trump; Massie had broken with Trump on key issues. The Massie campaign knew Trump’s support for or against Massie could be decisive.
In the course of completing opposition research on McMurtry, the Massie campaign discovered a trove of incendiary social media postings from McMurtry. Many of them were extremely critical of Trump.
“Sad but true. Trump is the epitome of a weak male”.
“Trump is an idiot.”
“Hillary is right, he is temperamentally unqualified to be president.”
The Massie campaign used the McMurtry posts in the brutal TV spot “Trump Hater” (https://www.youtube.com/watch?v=gz_WZ1BUddM).
The “Trump Hater” ad ran the ad in *South Florida* over Super Bowl weekend while Trump was at Mar-a-Lago, as well as running back in Kentucky (Politico story: https://www.politico.com/ news/2020/01/31/thomas-massie-trump-110136).
Then in March, in the midst of the coronavirus crisis, Massie forced the return to Washington of members of the House by threatening a quorum call that would have required an in-person vote on the $2.2 trillion aid package that had passed the Senate by a 96–0 vote. Massie wanted House members to go on record with their support for the legislation.
Following Massie’s effort, Trump said Massie should be removed from the Republican Party, calling him a “third rate grandstander.” But, Trump stopped short of endorsing McMurtry, perhaps because of the “Trump Hater” ad.
Massie’s gambit was unpopular in Washington, but it allowed him to build a national profile and raise millions in campaign funds from conservatives who were frustrated with the bailout bill process.
The Massie campaign put the “Trump Hater” ad back on air in Kentucky, going up with a heavy buy and rotating it with the positive TV spot, “Fight of Our Lives” (https://www.youtube.com/ watch?v=XhNNah9Vlc8).
The ads worked in severely limiting McMurtry’s ability to 1) court a Trump endorsement, 2) build support among the Trump base, and 3) raise money to combat the onslaught from Massie.
The 1-2 punch of “Trump Hater” and “Fight of Our Lives” helped Massie win the primary by an overwhelming margin of 81% to 19%. He went on to win the general election with more than 67% of the vote.
CASE STUDIES
2021: VIRGINIA
JASON BALLARD FOR DELEGATE
GENERAL:
In 2021, Republican challenger Jason Ballard was running against Democratic incumbent Del. Chris Hurst in the race for the Virginia House of Delegates District 12 seat.
The 12th District encompassed Giles, Montgomery, Pulaski and Radford Counties in rural Western Virginia. The district can lean Democratic due to the historical vote in Blacksburg. Hurst was one of the few Democratic delegates left in the region.
The race was expected to be close. It was closely watched by political observers with control of the Virginia House at stake.
Hurst, a former Roanoke WDBJ (Channel 7) television reporter and anchor, rose to political significance after his girlfriend, WDBJ anchor Alison Parker, was killed in 2015 during what’s now an internationally known on-air shooting. Hurst won in his first attempt for public office in 2017 over hard-working Republican Del. Joseph Yost. Hurst won again in 2019 over Republican Forrest Hite.
Ballard, a Giles County native and resident, is a combat veteran, local attorney and was a member of the Pearisburg Town Council.
The race between Hurst and Ballard evolved into a highly contentious, high dollar TV ad-driven affair. Both candidates ran several hard negative TV, radio and digitals ads. Ballard ran ads critical of a Hurst as a liberal as well as one centering on a 2020 traffic stop during which Hurst was found to be over the legal blood alcohol limit. Hurst in turn ran an ad claiming that Ballard, in his role as an attorney, helped a sex offender.
Ballard ran eight TV ads (and four accompanying radio ads) during the course of the campaign -- a huge series for a legislative race. After three positive bio/intro spots, the campaign ran a series of negative ads.
The most hard-hitting ad was “Tape,” which featured footage of Hurst when he was pulled over on suspicion of driving under the influence. During the traffic stop, he submitted to a field test that indicated he was over the legal limit. Hurst went through sobriety tests and was released.
Police did not ultimately charge Hurst for the incident, citing that he would’ve likely not blown over the legal limit after being taken into custody.
The Ballard campaign used Hurst not being charged to its advantage by claiming he was “above the law.”
In the closing days of the campaign, Hurst was again pulled over by police. This time he was stopped following an incident involving campaign signs in Radford. A deputy noticed a woman pulling up, turning over, and messing with campaign signs at the Radford Rec Center and then getting into a vehicle. After the deputy contacted the Radford Police Department about the woman, authorities pulled over the vehicle and discovered that Hurst was driving. Story: https://www.wavy.com/news/politics/virginia-politics/update-del-chrishurst-pulled-over-after-reports-of-vandalized-political-signs-in-radford-authorities-say-hurstsopponent-responds/
The incident went viral on social media and drew national attention.
With the help of the ad series and especially the spot “Tape,” Ballard defeated incumbent Hurst by a stunningly-wide margin, 55.2% to 44.4%, and Republicans captured the House of Delegates.
CASE STUDIES
2022: GEORGIA
RICH MCCORMICK FOR CONGRESS
PRIMARY:
RICH MCCORMICK 43.2%
JAKE EVANS 23.0%
MALLORY STAPLES 8.9%
MEAGAN HANSON 8.4%
OTHERS 16.5%
RUNOFF:
RICH MCCORMICK 68.0%
JAKE EVANS 32.0%
GENERAL: RICH MCCORMICK 62.4%
BOB CHRISTIAN 37.6%
Following redistricting due to the 2020 U.S. census, Georgia’s 6th Congressional District was newly redrawn and became much more Republican-leaning than it had been in the previous decade. Incumbent Rep. Lucy McBath (D) announced that she would run against Carolyn Bourdeaux in the Democratic primary in the neighboring 7th Congressional District (McBath won). That left the race for GA-06 wide open; the winner of the Republican primary in 2022 would be the overwhelming favorite in the general election.
In 2020, Rich McCormick, a Marine and Navy veteran and ER doctor, had run in the old 7th District. He had won the GOP primary without a runoff, but then lost to Bourdeaux in the general election.
In February 2022, McCormick announced that he would run in the new 6th District. Several other Republicans also filed for the seat, including attorney Jake Evans, businesswoman and teacher Mallory Staples, and attorney Meghan Hanson.
The 6th District is in the expensive Atlanta media market which constrained the number of TV ads that the campaigns ran. McCormick ran two ads in the primary. The first spot aired by the McCormick campaign was a 60-second ad called “Revive Freedom.”
The Rich McCormick spot “Revive Freedom” was voiced by legendary GOP talent Sheldon Smith. Smith has voiced Republican ads for decades and has worked in all 50 states (the first campaign he helped was in 1974 for Michigan Gov. William G. Milliken). His distinctive, gravelly voice has been featured in thousands of spots. He is, perhaps, the most well-known GOP voice talent in the country.
Sheldon Smith voiceover:
“Our freedom is on the line... rising inflation... violent crime... out-of-control federal government. We need a conservative Republican leader who can meet this moment head on... Dr. Rich McCormick.”
A few weeks before the May 21 GOP primary, former President Donald Trump endorsed Jake Evans. Despite the endorsement, McCormick finished first in the primary, pulling 43.2% of the vote. Evans came in second with 23.0%. Both McCormick and Evans advanced to the June 21 GOP primary runoff.
In the GOP primary runoff, the Rich McCormick campaign had the resources to air two ads.
The spot “Toughness” featured McCormick to camera in front of a plane and large American flag inside an airplane hangar:
“Toughness. You can’t fake it, it’s earned.”
“Sixteen years in the Marines, flying helicopters in combat zones. Volunteering to go to Afghanistan as the head of emergency medicine. Back in the states, saving lives in the ER while helping raise seven kids. That’s tough.”
“Toughness is what I’ll bring to Congress. It’s how I’ll fight Joe Biden, stand against the woke mob. And how we take our country back.”
The ad contrasted the experienced and tested McCormick with the young and inexperienced Jake Evans without mentioning Evans.
In the June 21 GOP primary runoff, McCormick crushed Evans, 68.0% to 32.0%. Evans became one of only a handful of Trump endorsees to lose their congressional bid. (AJC article, “Another Trump candidate defeated; Evans loses runoff to McCormick”)
In the fall, McCormick went on to win big over Democrat Bob Christian, 62.4% to 37.6%. The McCormick win was a flip for Republicans and contributed to the GOP taking back the House.
CASE STUDIES
2023: VIRGINIA
KIM TAYLOR FOR DELEGATE
GENERAL:
KIM TAYLOR 50.1%
KIMBERLY ADAMS 49.8%
OTHER/WRITE-IN 0.2%
In 2023, Kim Taylor (R) was running for re-election to the Virginia House of Delegates. Taylor was first elected in 2021 in House District 63; she defeated Democratic incumbent Del. Lashrecse Aird by a razor thin margin of just 512 votes. Aird actually declared herself the winner on Election Night, but Taylor prevailed and declared victory the next morning.
Following redistricting in 2021 by a new bipartisan commission, Taylor was placed in House District 82, which includes the city of Petersburg and Dinwiddie, Prince George and Surry counties. Democrat Kimberly Pope Adams, an accountant and auditor who got into politics by volunteering for Aird filed to run against Taylor in 2023. Shortly after declaring her candidacy, Adams dropped out of the race only to reverse course and jump back in hours later.
Political observers ranked the 82nd District race as the *most competitive* in the Virginia House and one of a handful that would determine control of the chamber. Speaking to the race’s importance, Gov. Glenn Youngkin told supporters: “Kim Taylor is the linchpin in the House.”
The Taylor campaign planned a robust, multi-million dollar effort to 1) get Taylor’s positive message out to voters, 2) hit Adams hard on potent issues, 3) respond to and contain attacks from Adams, and, 4) ultimately, win re-election.
The campaign ran eight TV ads in total. Seven ran on broadcast TV as well as cable, YouTube TV and OTT; one other ad targeted at GOP voters ran on FNC/YouTube TV/OTT exclusively.
“Our freedom is on the line... rising inflation... violent crime... out-of-control federal government. We need a conservative Republican leader who can meet this moment head on... Dr. Rich McCormick.”
HERE ARE THE EIGHT TV ADS THAT THE KIM
TAYLOR CAMPAIGN RAN:
Broadcast/Cable/YouTube TV/OTT
1. “Honored” - A positive bio/intro spot that spotlighted Taylor’s Virginia upbringing, her role as a wife and mother, and how she and her husband, Butch, had started a successful auto repair shop business
2. “On the Move” - A positive issue spot that highlighted Taylor’s work in providing funding to demolish the abandoned Ramada Inn in Petersburg
3. “The Truth” - An abortion contrast spot that featured Kim Taylor to camera. This ad was in response to the Kimberly Pope Adams spot “Tricked Women” (Link: https:// host2.adimpact.com/ admo/#/viewer/ bba9aa03-d711-4bad-baef1943e4659026/)
4. “Unsafe” - A negative hit on Taylor’s opponent focused on crime
5. “Taxing Kim” - A negative hit on Taylor’s opponent focused on the economy
6. “No Limit” - A positive issue spot focused on Taylor’s work to expand broadband access in Virginia
7. “Wrong Kim” - A negative hit on Taylor’s opponent focused on crime and the economy
FNC/YouTube TV/OTT
8. “Conservative Kim” - A positive issue spot that highlighted Taylor’s endorsement from Gov. Youngkin and her work on issues important to conservatives
The campaign also ran one radio (a 60-second version of “Conservative Kim” targeting Republican voters).
The predictions of a competitive race came true. In one of the closest races in the country, Taylor prevailed over Adams by just 53 votes!
Every single strategic decision matters in a close race and the Taylor campaign’s TV and radio spots were a significant part of her winning effort.
CASE STUDIES
2024: WEST VIRGINIA
CLUB FOR GROWTH ACTION / BLACK BEAR PAC
PRIMARY:
MORRISEY 33.3%
CAPITO 27.5%
MILLER 20.4% MAC WARNER 16.0%
GENERAL:
PATRICK MORRISEY 62.0%
STEVE WILLIAMS 31.6%
ERIKA KOLENICH 2.9%
In 2024, there was an open contest for governor of West Virginia. Incumbent Gov. Jim Justice was term-limited and unable to seek re-election to a third consecutive term in office; he instead ran for U.S. Senate.
EARLY JOCKEYING
Several GOP candidates lined up to run to succeed Justice and secure the party’s nomination in the May 14, 2024 primary:
Chris Miller, a car dealer and son of U.S. Rep. Carol Miller, announced he would run in December 2021
Moore Capito, a member of the West Virginia House of Delegates and son of U.S. Sen. Shelley Moore Capito, announced his campaign in November 2022
West Virginia Secretary of State Mac Warner announced his candidacy in January 2023
West Virginia Auditor J.B. McCuskey entered the race in February 2023 (McCuskey dropped out of the race a few months after announcing to run for AG instead)
West Virginia Attorney General Patrick Morrisey got in the race in April 2023
On April 5, 2023, one day after Morrisey jumped in the race, national conservative group Club for Growth Action and pro-Morrisey group Black Bear PAC announced that they were endorsing Morrisey’s campaign and planned to spend more than $10 million to help him win (Press release: https://www.clubforgrowth.org/club-for-growth-pac-and-black-bear-pac-endorsepatrick-morrisey-for-governor/).
Initial polling conducted for Club for Growth Action/Black Bear PAC in March 2023 showed Morrisey with a small lead over the rest of the field; Capito was a strong second, while Warner and Miller both trailed in single digits (Morrisey 24%, Capito 19%, Warner 9%, Miller 4%, WPA Intelligence baseline poll, 3/14/23-3/16/23)
Miller went up with the first TV and digital ads of the campaign in mid-January 2024. His spots emphasized his background as a local businessman/car dealer and tried to establish himself as a pro-Trump outsider. Miller put millions of his own money into his campaign and spent heavily on advertising. He gained quickly on the ballot (Morrisey 35%, Capito 24%, Miller 15%, Warner 14%, WPA Intelligence brushfire poll, 1/30/24-2/1/24).
Capito went up with ads in late February 2024, and Morrisey went up with spots in early March. Warner ran a more limited campaign without the aid of a fully funded advertising effort. Additionally, both Miller and Capito had outside groups that supported their campaigns and aired advertisements.
CLUB FOR GROWTH/BLACK BEAR PAC WHACK-A-MOLE
Facing a tight, jumbled contest and an unpredictable multi-candidate field, Club for Growth Action and Black Bear PAC waged a TV and digital ad campaign of entirely negative hits against all comers. The groups constantly monitored the playing field and played whack-a-mole against anyone who emerged as a threat.
CFGA/BBP ran 15 spots in total during the primary, aggressively attacking Miller, Capito, and at the end of the campaign, even Warner.
The groups commissioned opposition research on all of Morrisey’s opponents. Among the most valuable finds was footage from Miller’s car dealer advertisements where Miller dressed as a woman and also dressed up like, impersonated and mocked President Donald Trump.
Op research also turned up usable hits against Miller and Capito on the trans issue, which had emerged in recent years as a potent political weapon, especially in a GOP primary. The trans hits played a significant role in the advertising campaign against Miller and Capito (CBS News story, “3 GOP candidates for West Virginia governor try to outdo each other on anti-LGBTQ issues,” https://www.cbsnews.com/news/3-gop-candidates-west-virginia-governor-anti-lgbtq/).
Club for Growth Action and Black Bear PAC launched their robust ad campaign in early February 2024. With Miller making significant gains, the first several spots from CFGA/BBP focused on him:
“Biz Guy Service” (CFGA), used footage from Miller’s own ads to hit him on car dealer service complaints
“Unknown” (CFGA), hit Miller on his education plan
“Crisis” (Black Bear PAC), hit Miller on fentanyl/wanting to decriminalize drugs
“Himself First” (CFGA), hit Miller on taking COVID relief money
“Donald Rump” (Black Bear PAC), used footage from Miller’s car dealer ads where he mocked/impersonated President Trump
The cornucopia of anti-Miller ads helped to stop his campaign’s momentum. CFGA/BBP would not let up on Miller; they ran an additional four spots against him over the next several months:
“They/Them” (Black Bear PAC), used footage of Miller dressing as a woman in his car dealer ads to hit him on the trans issue
“Chrissy” (Black Bear PAC), again used footage of Miller dressing as a woman in his car dealer ads to hit him on the trans issue
“Chris First” (Black Bear PAC), again used footage from Miller’s car dealer ads where he mocked/impersonated President Donald Trump
“Insult” (Black Bear PAC), again used footage from Miller’s car dealer ads where he mocked/impersonated President Donald Trump
Club for Growth Action and Black Bear PAC also attacked Capito with several spots with the goal of keeping him from ever growing his campaign support:
“Silver Spoon” (CFGA), hit Capito for being an elite and raising taxes
“Need Moore” (Black Bear PAC), hit Capito with Donald Trump, Jr.’s comments on Capito being a RINO
“Evil” (Black Bear PAC), hit Capito on the trans issue
“True Colors” (Black Bear PAC), hit Capito on the trans issue
“Love Biden” (Black Bear PAC), hit Capito on refusing to say if he would vote for President Trump
The Morrisey campaign itself spent nearly $2.5 million on TV/radio ads. Most of their spots were positive.
Miller hit back at Morrisey, both with campaign and super PAC ads. Capito also hit Morrisey through his campaign and an outside group. But, their combined advertising effort could not keep up with the CFGA/BBP onslaught.
The majority of the campaign was waged in the dominant in-state markets (CharlestonHuntington, Parkersburg, Clarksburg-Weston, Bluefield-Beckley-Oak Hill and WheelingSteubenville) that historically make up about 75%+ of turnout.
The Charleston-Huntington DMA was the home base of both Miller and Capito. CFGA/BBP’s goal in the market was to make sure that neither Miller nor Capito were able to win the DMA convincingly. CFGA/BBP were extremely nimble in their ad strategy, shifting attacks between the two almost weekly based on brushfire survey data.
In the final weeks of the campaign, Miller used his financial resources to move on to serious broadcast TV ad spending in the Washington, D.C. and Pittsburgh markets. Club for Growth Action and Black Bear PAC refused to cede ground, going up with negative messages on Miller almost simultaneously and also delivering negative hits on Capito.
The all-out negative ad strategy against Miller and Capito worked to keep Morrisey in first place and in position to win, but it also opened the door slightly for Warner’s underfunded campaign. Club for Growth Action and Black Bear PAC ran a final ad against Warner in just the Bluefield and Charleston markets:
“What’s Wrong With Warner?” (Black Bear PAC), hit Warner on refusing to endorse Trump
Club for Growth Action/Black Bear PAC combined to spend a total of more than $13 million on their negative ad campaign against Miller, Capito and Warner.
RESULT AND IMPACT
With the help of the CFGA/BBP ads, Morrisey won the May 14 Republican primary pulling 33.3% of the vote (Capito 27.6%, Miller 20.4%, Warner 16.0%). Morrisey wound up winning every region and market in the state with the exception of Charleston-Huntington.
The intense focus on the transgender issue was a preview of the Trump-Harris presidential race where the Trump campaign and the groups supporting Trump relentlessly attacked Harris for being pro-trans.
Morrisey went on to defeat Democrat Steve Williams in the fall by a wide margin.
