Maverick MEDIA1

<h2>not to be confused with maverick strategies</h2>

<h2>(berman,  burton)</h2>

Maverick Media was the advertising team for the Bush-Cheney 2000 and <a href="http://www.sourcewatch.org/index.php/Bush-Cheney_%2704_Inc." title="Bush-Cheney '04 Inc.">Bush-Cheney 2004</a> campaigns.

According to the April 12, 2004, print edition of Advertising Age, "Maverick Media has come up in the world since it first worked for <a href="http://www.sourcewatch.org/index.php/George_W._Bush" title="George W. Bush" class="mw-redirect">George W. Bush</a> four years ago. Eight stories, in fact, to that lofty floor-with-view in a nondescript Arlington, Virginia office building containing the Bush-Cheney '04 campaign headquarters. It's far from the windowless Austin, Texas bomb shelter that housed the ad team during Mr. Bush's first run at the White House."

In March 2004 alone, the <a href="http://www.sourcewatch.org/index.php/Bush-Cheney_%2704_Inc." title="Bush-Cheney '04 Inc.">Bush-Cheney campaign</a> "paid almost $41 million... to Maverick Media Inc, a consulting firm set up by <a href="http://www.sourcewatch.org/index.php/Mark_McKinnon" title="Mark McKinnon">Mark McKinnon</a>, Mr. Bush's media adviser, to handle advertisements. Campaign officials said the money covered television time in March and beyond, as well as production costs."<a rel="nofollow" class="external autonumber" href="http://www.nytimes.com/2004/04/21/politics/campaign/21DONA.html">[1]</a>

Of the top 50 recpients of the Bush-Cheney '04 campaign money, Maverick Media received half, totaling over $170 million.<a rel="nofollow" class="external autonumber" href="http://www.opensecrets.org/presidential/expend.asp?id=N00008072&cycle=2004&sort=A">[2]</a>

A former Maverick Media staff person, <a href="http://www.sourcewatch.org/index.php/Juanita_Yvette_Lozano" title="Juanita Yvette Lozano">Juanita Yvette Lozano</a> of Austin, Texas, pled guilty "to charges stemming from her release of the Bush Campaign's debate preparation materials to former Congressman <a href="http://www.sourcewatch.org/index.php?title=Tom_Downey&action=edit&redlink=1" class="new" title="Tom Downey (page does not exist)">Tom Downey</a>, a close associate of former Vice President <a href="http://www.sourcewatch.org/index.php/Al_Gore" title="Al Gore" class="mw-redirect">Al Gore</a>... Lozano admitted that she gathered and copied more than 120 pages of debate preparation documents and a 60-minute video tape of a private debate preparation session involving Bush and his key advisors... Lozano sent the materials to Downey in an Express Mail package using the name 'Amy Smith' and a false return address. According to the indictment, the package included a cover note bearing the name 'Amy' which described the materials and stated, 'I will call you soon to find out what other materials can be useful to the VP.' After receiving the package on September 13, 2000, Downey reported the matter to the FBI and turned the materials over to them. Downey removed himself from any further role in Gore's debate preparation."<a rel="nofollow" class="external autonumber" href="http://www.usdoj.gov/opa/pr/2001/June/262cr.htm">[3]</a>

<h2>Staff</h2>

According to Advertising Age, in 2004 Maverick Media's personnel included:

<ul>

<li><a href="http://www.sourcewatch.org/index.php/Mark_McKinnon" title="Mark McKinnon">Mark McKinnon</a> - a former country-and-western songwriter who "decorates his desk with a lava lamp and a sign reading 'stratergy,' gently poking fun at Mr. Bush's pronunciation</li>

<li><a href="http://www.sourcewatch.org/index.php?title=Stuart_Stevens&action=edit&redlink=1" class="new" title="Stuart Stevens (page does not exist)">Stuart Stevens</a> - a GOP consultant and Hollywood scriptwriter who wrote for NBC's political TV series Mr Sterling and co-produced HBO's K Street series about Washington DC lobbyists</li>

<li><a href="http://www.sourcewatch.org/index.php?title=Russ_Schriefer&action=edit&redlink=1" class="new" title="Russ Schriefer (page does not exist)">Russ Schriefer</a> - ad copy writer and coordinator of "messaging" during the August 2004 Republican Party convention in New York City</li>

<li><a href="http://www.sourcewatch.org/index.php?title=Harold_Kaplan&action=edit&redlink=1" class="new" title="Harold Kaplan (page does not exist)">Harold Kaplan</a> - senior VP-creative director of WPP Group's Y&R Advertising</li>

<li><a href="http://www.sourcewatch.org/index.php?title=Vada_Hill&action=edit&redlink=1" class="new" title="Vada Hill (page does not exist)">Vada Hill</a> - senior VP of marketing for Fannie Mae</li>

<li><a href="http://www.sourcewatch.org/index.php/Alex_Castellanos" title="Alex Castellanos">Alex Castellanos</a> - senior GOP strategist known for the 2000 Republican Party ad in which the word "RATS" briefly flashed over an image of Democratic Party candidate Al Gore</li>

<li><a href="http://www.sourcewatch.org/index.php?title=Chris_Mattola&action=edit&redlink=1" class="new" title="Chris Mattola (page does not exist)">Chris Mattola</a> - GOP strategist from Philadelphia, Pennsylvania</li>

<li><a href="http://www.sourcewatch.org/index.php?title=Frank_Guerra&action=edit&redlink=1" class="new" title="Frank Guerra (page does not exist)">Frank Guerra</a> - principal in the Hispanic political strategy firm <a href="http://www.sourcewatch.org/index.php?title=Guerra_DeBerry_Coody&action=edit&redlink=1" class="new" title="Guerra DeBerry Coody (page does not exist)">Guerra DeBerry Coody</a>, also in San Antonio, Texas</li>

<li><a href="http://www.sourcewatch.org/index.php?title=Fred_Davis&action=edit&redlink=1" class="new" title="Fred Davis (page does not exist)">Fred Davis</a> - chair of "strategic perception," in Los Angeles</li>

<li><a href="http://www.sourcewatch.org/index.php/Scott_Howell" title="Scott Howell">Scott Howell</a> - Dallas, Texas-area GOP strategist</li>

<li><a href="http://www.sourcewatch.org/index.php?title=Lionel_and_Kathy_Sosa&action=edit&redlink=1" class="new" title="Lionel and Kathy Sosa (page does not exist)">Lionel and Kathy Sosa</a> - Hispanic ad agency executives and founders of <a href="http://www.sourcewatch.org/index.php?title=Sosa_Consultation_%26_Design&action=edit&redlink=1" class="new" title="Sosa Consultation & Design (page does not exist)">Sosa Consultation & Design</a> in San Antonio, Texas</li>

<li><a href="http://www.sourcewatch.org/index.php/Sara_Taylor" title="Sara Taylor">Sara Taylor</a> - new to Maverick; a "former pollster turned campaign strategist"</li>

<li><a href="http://www.sourcewatch.org/index.php?title=Mike_Shannon&action=edit&redlink=1" class="new" title="Mike Shannon (page does not exist)">Mike Shannon</a> - new to Maverick; their media planner</li>

<li><a href="http://www.sourcewatch.org/index.php?title=Ashley_O%27Connor&action=edit&redlink=1" class="new" title="Ashley O'Connor (page does not exist)">Ashley O'Connor</a> - new to Maverick; their producer</li>

</ul>

<a href="http://www.sourcewatch.org/index.php/Matthew_Dowd" title="Matthew Dowd">Matthew Dowd</a>, Maverick Media's statistics and media staff person for the Bush-Cheney 2000 campaign, became the Bush-Cheney 2004 campaign's director of strategy -- the same position <a href="http://www.sourcewatch.org/index.php/Karl_Rove" title="Karl Rove">Karl Rove</a> held in 2000.

<h2>Related SourceWatch Resources</h2>

<ul>

<li><a href="http://www.sourcewatch.org/index.php/Bush-Cheney_%2704_Inc." title="Bush-Cheney '04 Inc.">Bush-Cheney '04 Inc.</a></li>

<li><a href="http://www.sourcewatch.org/index.php/Bush_administration_approval_ratings" title="Bush administration approval ratings">Bush administration approval ratings</a></li>

<li><a href="http://www.sourcewatch.org/index.php/Bush_administration_propaganda_and_disinformation" title="Bush administration propaganda and disinformation">Bush administration propaganda and disinformation</a></li>

<li><a href="http://www.sourcewatch.org/index.php/Bush%27s_Rangers" title="Bush's Rangers">Bush's Rangers</a></li>

<li><a href="http://www.sourcewatch.org/index.php/Bush%27s_White_House_Staff" title="Bush's White House Staff">Bush's White House Staff</a></li>

<li><a href="http://www.sourcewatch.org/index.php/The_Donatelli_Group" title="The Donatelli Group" class="mw-redirect">The Donatelli Group</a> (a.k.a. <a href="http://www.sourcewatch.org/index.php/Campaign_Solutions" title="Campaign Solutions" class="mw-redirect">Campaign Solutions</a>)</li>

<li><a href="http://www.sourcewatch.org/index.php/Compassionate_conservatism" title="Compassionate conservatism" class="mw-redirect">compassionate conservatism</a></li>

<li><a href="http://www.sourcewatch.org/index.php/John_Forbes_Kerry:U.S.Presidential_Campaign_2004" title="John Forbes Kerry: U.S. Presidential Campaign 2004">John Forbes Kerry: U.S. Presidential Campaign 2004</a></li>

<li><a href="http://www.sourcewatch.org/index.php/Lobbying_firms" title="Lobbying firms">lobbying firms</a></li>

<li><a href="http://www.sourcewatch.org/index.php/Halliburton_Company" title="Halliburton Company">Halliburton Company</a></li>

<li><a href="http://www.sourcewatch.org/index.php/Jim_Wilkinson" title="Jim Wilkinson">Jim Wilkinson</a></li>

<li><a href="http://www.sourcewatch.org/index.php/Pre-emptive_campaign_strategy" title="Pre-emptive campaign strategy">pre-emptive campaign strategy</a></li>

<li><a href="http://www.sourcewatch.org/index.php/Republican_National_Convention" title="Republican National Convention">Republican National Convention</a></li>

<li><a href="http://www.sourcewatch.org/index.php/Soft_money" title="Soft money">soft money</a></li>

<li><a href="http://www.sourcewatch.org/index.php/U.S.presidential_election,2004" title="U.S. presidential election, 2004">U.S. presidential election, 2004</a></li>

<li><a href="http://www.sourcewatch.org/index.php/U.S.presidential_election,2004:_Campaign_Ads" title="U.S. presidential election, 2004: Campaign Ads">U.S. presidential election, 2004: Campaign Ads</a></li>

<li><a href="http://www.sourcewatch.org/index.php/U.S.presidential_election,2004:_Republican_Campaign_Ads" title="U.S. presidential election, 2004: Republican Campaign Ads">U.S. presidential election, 2004: Republican Campaign Ads</a></li>

<li><a href="http://www.sourcewatch.org/index.php/U.S.presidential_election,2004:_Campaign_Quotes" title="U.S. presidential election, 2004: Campaign Quotes">U.S. presidential election, 2004: Campaign Quotes</a></li>

</ul>

<h2>External links</h2>

<ul>

<li>U.S. Department of Justice, "<a rel="nofollow" class="external text" href="http://www.usdoj.gov/opa/pr/2001/June/262cr.htm">Former Employee of Media Consultant to Bush Campaign Pleads Guilty to Mail Fraud and Perjury in Leak of Debate Preparation Materials to Gore Associate</a>", press release, June 14, 2001.</li>

<li>Glen Justice, "<a rel="nofollow" class="external text" href="http://www.nytimes.com/2004/04/21/politics/campaign/21DONA.html">Bush Spent a Record on His Race in March</a>," New York Times, April 21, 2004.</li>

</ul>

<h2>=</h2><div>
</div><div><div id="mw-content-text" dir="ltr" class="mw-content-ltr" lang="en">Mark McKinnon, former <a href="http://www.sourcewatch.org/index.php/Media" title="Media">media</a> adviser for President <a href="http://www.sourcewatch.org/index.php/George_W.Bush" title="George W. Bush" class="mw-redirect">George W. Bush</a>, is a founding member of the new online political and social networking community <a href="http://www.sourcewatch.org/index.php/HOTSOUP.com" title="HOTSOUP.com">HOTSOUP.com</a>, which is debuted in October 2006.In 2006, McKinnon started working on <a href="http://www.sourcewatch.org/index.php/John_McCain" title="John McCain">John McCain</a>'s 2008 presidential campaign. In January 2007 he said he would quit if the general election pitted McCain against <a href="http://www.sourcewatch.org/index.php/Barack_Obama" title="Barack Obama">Barack Obama</a>. "I will, however, still support and vote for John McCain," he told the Austin American-Statesman. "I just don’t want to work against an Obama candidacy. I think a McCain vs. Obama race would be a great choice for the country." <a rel="nofollow" class="external autonumber" href="http://www.statesman.com/blogs/content/shared-blogs/washington/washington/entries/2007/06/08/political_medi.html">[1]</a> <a rel="nofollow" class="external autonumber" href="http://www.talk.newsweek.com/politics/default.asp?item=618145">[2]</a> On May 21, 2008, McKinnon did resign from the McCain campaign, as promised, not wanting to campaign against Obama. <a rel="nofollow" class="external autonumber" href="http://www.nytimes.com/2008/05/21/us/politics/21consult.html">[3]</a> In October 2005, President Bush nominated McKinnon to serve on the <a href="http://www.sourcewatch.org/index.php/Broadcasting_Board_of_Governors" title="Broadcasting Board of Governors">Broadcasting Board of Governors</a>, which oversees U.S.-funded international media outlets including <a href="http://www.sourcewatch.org/index.php/Radio_Sawa" title="Radio Sawa">Radio Sawa</a>, <a href="http://www.sourcewatch.org/index.php/Al_Hurra" title="Al Hurra" class="mw-redirect">Al Hurra</a>and <a href="http://www.sourcewatch.org/index.php/Voice_of_America" title="Voice of America">Voice of America</a>.In April 2004, McKinnon, set up the consulting firm <a href="http://www.sourcewatch.org/index.php/Maverick_Media" title="Maverick Media">Maverick Media</a>, Inc, "to handle advertisements" for <a href="http://www.sourcewatch.org/index.php/Bush-Cheney%2704_Inc." title="Bush-Cheney '04 Inc.">Bush-Cheney '04 Inc.</a>. "Campaign officials said the money covered television time in March [2004] and beyond, as well as production costs. The firm [received] about $46 million throughout" Bush's <a href="http://www.sourcewatch.org/index.php/U.S.presidential_election,2004" title="U.S. presidential election, 2004">2004 presidential campaign</a>. <a rel="nofollow" class="external autonumber" href="http://www.nytimes.com/2004/04/21/politics/campaign/21DONA.html">[4]</a><ul><li>Leadership, <a href="http://www.sourcewatch.org/index.php/Americans_Elect_2012" title="Americans Elect 2012">Americans Elect 2012</a> <a href="http://www.sourcewatch.org/index.php/Mark_McKinnon#cite_note-0">[1]</a></li></ul><table id="toc" class="toc"><tbody><tr><td><div id="toctitle"><h2>Contents</h2> [<a href="http://www.sourcewatch.org/index.php/Mark_McKinnon#" class="internal" id="togglelink">hide</a>] </div><ul><li class="toclevel-1 tocsection-1"><a href="http://www.sourcewatch.org/index.php/Mark_McKinnon#Profile">1 Profile</a></li><li class="toclevel-1 tocsection-2"><a href="http://www.sourcewatch.org/index.php/Mark_McKinnon#Articles_and_Resources">2 Articles and Resources</a><ul><li class="toclevel-2 tocsection-3"><a href="http://www.sourcewatch.org/index.php/Mark_McKinnon#Related_SourceWatch_Articles">2.1 Related SourceWatch Articles</a></li><li class="toclevel-2 tocsection-4"><a href="http://www.sourcewatch.org/index.php/Mark_McKinnon#References">2.2 References</a></li><li class="toclevel-2 tocsection-5"><a href="http://www.sourcewatch.org/index.php/Mark_McKinnon#External_links">2.3 External links</a></li></ul></li></ul></td></tr></tbody></table><h2>Profile</h2>Bill McConnell wrote June 27, 2005, in Broadcasting & Cable that "McKinnon launched his career as a Democratic campaign consultant, then dropped out of politics to work for corporate clients. But the Austin, Texas, image consultant was lured back into politics by his close friend George W. Bush, this time as a Republican strategist. McKinnon "mounted a brutally effective ad campaign against <a href="http://www.sourcewatch.org/index.php/John_Kerry" title="John Kerry" class="mw-redirect">John Kerry</a> in 2004, which included the 'Windsurfing' spot portraying the Democratic candidate as a rich dilettante," McConnell wrote.<a href="http://www.sourcewatch.org/index.php/Mark_McKinnon#cite_note-1">[2]</a> Half of the top 50 Bush 2004 reelection campaign expenditures went to McKinnon's firm <a href="http://www.sourcewatch.org/index.php/Maverick_Media" title="Maverick Media">Maverick Media</a>, totaling $170 million. (While the majority of the money went towards campaign ads, the standard commission for media consulting firms is 15 percent, according to Campaigns & Elections.) "I think the most important thing to recognize is that in all the campaigns with President Bush, it always begins with the president saying: 'Here are the things I care about. These are the things I want to talk about. Now, you guys can go and execute the plan however you want to, but this is what I'm talking about; this is what I believe in,'" McKinnon told Frontline for their 2005 piece on <a href="http://www.sourcewatch.org/index.php/Karl_Rove" title="Karl Rove">Karl Rove</a> called "The Architect." <a rel="nofollow" class="external autonumber" href="http://www.pbs.org/wgbh/pages/frontline/shows/architect/interviews/mckinnon.html">[5]</a><h2>Articles and Resources</h2><h3>Related SourceWatch Articles</h3><ul><li><a href="http://www.sourcewatch.org/index.php/Matthew_Dowd" title="Matthew Dowd">Matthew Dowd</a></li><li><a href="http://www.sourcewatch.org/index.php/Carter_Eskew" title="Carter Eskew">Carter Eskew</a></li><li><a href="http://www.sourcewatch.org/index.php/Michael_Feldman" title="Michael Feldman">Michael Feldman</a></li><li><a href="http://www.sourcewatch.org/index.php/Ron_Fournier" title="Ron Fournier">Ron Fournier</a></li><li><a href="http://www.sourcewatch.org/index.php/Joe_Lockhart" title="Joe Lockhart">Joe Lockhart</a></li><li><a href="http://www.sourcewatch.org/index.php/Chip_Smith" title="Chip Smith">Chip Smith</a></li></ul><h3>References</h3><ol class="references"><li id="cite_note-0"><a href="http://www.sourcewatch.org/index.php/Mark_McKinnon#cite_ref-0">↑</a> <a rel="nofollow" class="external text" href="http://www.americanselect.org/who-we-are">Who</a>, Americans Elect 2012, accessed November 23, 2011.</li><li id="cite_note-1"><a href="http://www.sourcewatch.org/index.php/Mark_McKinnon#cite_ref-1">↑</a> Bill McConnell, <a rel="nofollow" class="external text" href="http://www.broadcastingcable.com/index.asp?layout=articlePrint&articleID=CA621494">"Washington’s Hidden Persuaders"</a>, Broadcasting & Cable, June 25, 2005.</li></ol><h3>External links</h3><ul><li>Glen Justice, <a rel="nofollow" class="external text" href="http://query.nytimes.com/gst/abstract.html?res=F30D17FC3D5E0C728EDDAD0894DC404482">"Bush Spent A Record On His Race In March,"</a> (abstract) New York Times, April 21, 2004.</li><li>"<a rel="nofollow" class="external text" href="http://www.pbs.org/wgbh/pages/frontline/shows/architect/interviews/mckinnon.html">Interview: Mark McKinnon</a>", Frontline, April 12, 2005.</li><li>Bill McConnell, <a rel="nofollow" class="external text" href="http://www.broadcastingcable.com/index.asp?layout=articlePrint&articleID=CA621494">"Washington’s Hidden Persuaders. A handful of players are behind every big decision, consensus or roadblock in Washington. With telecom, media and entertainment taking priority in the nation’s capital, here’s a look at who pulls the strings,"</a> Broadcasting & Cable, June 27, 2005.</li><li>"<a rel="nofollow" class="external text" href="http://www.whitehouse.gov/news/releases/2005/10/20051017-10.html">Nominations Sent to the Senate</a> ", Media Release, White House, October 17, 2005.</li><li>Howard Kurtz, <a rel="nofollow" class="external text" href="http://www.washingtonpost.com/wp-dyn/content/article/2006/07/11/AR2006071101104.html">"Online Venture Seeks To Elevate the Debate. Civility Is In, Rancor Out on Web Site Begun by Democratic, GOP Strategists,"</a> Washington Post, July 12, 2006.</li></ul></div><div id="catlinks" class="catlinks"><div id="mw-normal-catlinks" class="mw-normal-catlinks"><a href="http://www.sourcewatch.org/index.php/Special:Categories" title="Special:Categories">Categories</a>:<ul><li><a href="http://www.sourcewatch.org/index.php/Category:Politics%28U.S.%29" title="Category:Politics (U.S.)">Politics (U.S.)</a></li><li><a href="http://www.sourcewatch.org/index.php/Category:Media" title="Category:Media">Media</a></li></ul></div></div><a href="http://www.sourcewatch.org/index.php/Mark_McKinnon">http://www.sourcewatch.org/index.php/Mark_McKinnon</a> =</div><div></div>

Maverick MEDIA1

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