Bush campaign expands media advertising team for re-election

WASHINGTON -- President Bush's re-election campaign has quietly recruited a large media team, featuring some of the GOP's most renowned ad makers, in preparation for spending tens of millions of dollars on television advertising next year.

The core group of media maestros involved in Bush's White House victory in 2000 is returning, bolstered now by consultants who have helped win tough congressional races or have made creative pitches for commercial products, according to Republican sources familiar with the team.

The sources, who would speak only on condition of anonymity, told The Associated Press that the additions include an adman who helped Republicans capture three Senate seats in 2002 and a Hollywood-based ad producer instrumental in Republican Ernie Fletcher's election as Kentucky's governor last month.

As he did in 2000, Texas consultant Mark McKinnon will run the media team. McKinnon and other campaign officials declined to comment about the group.

Keeping a low profile

The additions are one more indication of how the president's re-election campaign is marshaling resources under the radar to create an experienced and large operation.

The campaign has tried to keep a low profile since Bush began his bid for a second term in May. Since then, Bush has raised at least $112 million toward his goal of $170 million, a lot of which will be used to buy expensive television broadcast time.

The campaign has not broadcast TV or radio ads. But Maverick Media, created by McKinnon in 1998 to produce Bush's commercials, has created an Internet advertisement that is posted on the campaign Web site and was sent out to supporters in an e-mail.

Called "When Angry Democrats Attack," the ad is a mosaic of video clips of several Democratic presidential candidates railing against Bush.

"Tired of the pessimism and the angry protest? Tired of the negative attacks. You have a choice. Support the president's agenda for a stronger, safer, more prosperous America," the ad says.

The additions to the media team include:

--Chris Mottola, a Philadelphia-based consultant who developed commercials for Bob Dole's 1996 presidential bid and for New York Gov. George Pataki. Mottola has worked extensively for the National Republican Senatorial Committee.

--Scott Howell, whose Dallas-based company last year created ads for victorious GOP Senate candidates Jim Talent of Missouri, Norm Coleman of Minnesota and Saxby Chambliss of Georgia.

--Fred Davis, a Hollywood-based ad producer who uses the same crews that shoot movies to make his ads. He worked for Fletcher this year and on Elizabeth Dole's successful Senate campaign in North Carolina last year.

--Frank Guerra of San Antonio, who was in charge of Hispanic media for the Republican National Committee in 2000.

--Vada Hill, a senior vice president for marketing with home mortgage company Fannie Mae who previously worked for Taco Bell and was credited for creating the fast-food chain's talking-Chihuahua ad campaign.

They join a returning cast:

--McKinnon, a laid-back Texan and former country-rock songwriter who specializes in the warm-and-fuzzy biographical spots that brought out Bush's personality in 2000.

--Alex Castellanos, who is well-known for creating sharp attack ads including the Republican Party commercial about Democrat Al Gore in 2000 that subtly flashed the word "RATS" across the screen.

--Robin Roberts, a soft-spoken intellectual and respected media buyer who is Castellanos' partner at National Media in Alexandria, Va.

--Stuart Stevens, a veteran GOP adman who was a co-producer of the HBO political series "K Street." He has worked on network television shows, including "Northern Exposure," and "Mr. Sterling."

--Russ Schriefer, Stevens' partner at The Stevens and Schriefer Group in Washington. He produced "crash ads" for Bush in 2000, commercials broadcast the same day they were created.

--Lionel and Kathy Sosa, a San Antonio couple who in 2000 directed Bush's Spanish-language advertising.

--Harold Kaplan, a New York City advertising executive who handles mostly commercial clients, such as Dr. Pepper.