If Trump is an actor, Bloomberg’s a director/producer
Mike Bloomberg was preparing for the biggest role of his life, and he figured he needed some animators.boardroom to the Oval Office, Bloomberg assembled a team to market himself as theManhattan billionaire. Although Bloomberg is much richer than the president of the United States, he is far poorer in celebrity status. Trump spent decades fashioning himself into everyone’s idea of a spectacularly successful CEO.
Bill Knapp, left, and Jimmy Siegel at Mike Bloomberg’s campaign headquarters in New York. | Bryan Anselm/Redux for Politico Magazine If Bloomberg bombs, it may be because the blockbuster producer didn’t take his money and use it to cast a different actor. Bloomberg has achieved an incredible 444,156 ad airings since his November entry in the 2020 presidential campaign, according to a new analysis by the, compared with 60,467 for Sanders and nearly 15,700 for Biden. Over the same amount of time in 2016, Hillary Clinton had just over 50,000 ad airings and Sanders had nearly 52,000.
returns with possible scripts and creates ads from them. Proposed spots go through a testing battery described as part science, including polling and some focus grouping, and part alchemy. Along with Wolfson, Knapp and Siegel, the pollsters Doug Schoen and Jefrey Pollock are in on the process, as are strategists Leah Marcus, Brandon Davis, Kate Kochman and Mackey Reed.
No one has ever spent money like this—more than $60 million in California, $50 million in Texas, and double digits in North Carolina and Minnesota. There also have been awkward moments. A heavily rotated broadcast ad featuring a glowing review of Bloomberg from Obama—a spot some Democratic ad makers and observers outside the campaign saw as one of his better offerings—was criticized by Joe Biden and Obama confidants as misleading because Bloomberg was never close to the former president, who endorsed his opponents. .
Knapp created the ads that are widely credited—along with the black swan of 9/11—with elevating Bloomberg and sinking Green. One featured a range of voices, including prominent Democrats like Chuck Schumer, validating that they preferred Bloomberg, who was a Republican at the time. A researcher helping out with the campaign who looked at the ad told officials they should run it until the tape wore thin.
A New York native, Knapp went to work on campaigns after college, including former New York Congresswoman Liz Holtzman’s Senate campaign in 1980. He moved to Washington and worked for a TV news outlet that fed stories to local stations around the country like WPIX in New York. The late Bob Squier and his partner at the time, Carter Eskew, pulled Knapp back into politics and he went on to work for Bill Clinton, Gore and John Kerry.
Siegel’s big late-career break came at a wine-drenched fundraiser for then-New York Attorney General Eliot Spitzer. With his thick New York accent and disarming manner, Siegel walked up and pitched Spitzer cold on making ads for the 2006 New York gubernatorial race. Facing nominal opposition, and with Siegel offering his services for free, Spitzer took a chance after looking over his reel.
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