Word: strategist
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Dates: during 1990-1999
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...wasn't just intuition. The strategy was guided by a mid-1995 survey conducted by strategist Mark Penn. The "Neuropersonality Poll," as Penn called it, attempted to map the psyche of the American voter and became the campaign's blueprint. Armed with those data, every presidential remark, every action every gesture was pretested and scripted. No detail was too small. Rather than amble off Air Force One, Clinton marched; the campaign's most famous line, about "building a bridge to the 21st century," was intoned because "building a bridge to the future" tested less well; Clinton vacationed at Yellowstone National...
With the invaluable help of Dick Morris, the postideological strategist who had guided his 1982 comeback as Governor of Arkansas after a devastating defeat two years earlier, Clinton crafted a series of positions and actions that fixed him firmly in that holiest of political spaces, the center. In standing against Republican proposals to restrain the budget-busting cost of Medicare, Clinton appeared both compassionate and firm. In embracing the G.O.P.'s call for a balanced budget (in July 1995, fully eight months before Dole's nomination), he laid claim to fiscal sanity, an issue virtually owned by the Republicans since...
Though no strategist, Reed assumed he would have control. But so did Sipple and Murphy, who have run dozens of statewide races and are used to calling the shots. Reed came to believe that Sipple was better at selling a message than conceiving it; Sipple and Murphy grew tired of running every decision, every ad, past Reed and others down the hall, who they claimed fussed and fretted and wouldn't move fast enough. They worried that Reed & Co. had never run a winning campaign. So after a while, they just stopped coordinating. The two arms of the campaign began...
Still, Sipple was surprised when Reed called him in last Wednesday and told him the campaign was bringing in reinforcements and Republican strategist Paul Manafort would be fully in charge. Sipple and Murphy chose to quit rather than lose a stripe. Reed has turned to a new team of admakers--Alex Castellanos, Chris Mottola and Greg Stevens--to make $45 million worth of ads between now and November. "The news this week," says Wayne Berman, Jack Kemp's campaign director, "is that Dick Morris is not replaceable but Don Sipple...
...already standing on top of them." The President has approvingly cited Bennett's writings to his advisers and in private chats with the author. And although Bennett served as Education Secretary for President Reagan and drug czar for President Bush, he wins grudging praise from partisan Democrats like campaign strategist James Carville. "You gotta give Bennett credit," he says, "for taking the values debate beyond just bashing poor people, into areas which make a lot of people in his own party uncomfortable," like corporate responsibility and the effects of divorce on children...