How Newt Gingrich’s Language Guru Helped Rebrand the Kochs’ Message
Mother Jones
For the Koch brothers’ donor network, the 2012 elections were a keen disappointment. Not only did they lose what Charles Koch had famously billed as the “mother of all wars” to oust Barack Obama, but they poured some $400 million into electoral and advocacy efforts with, at best, lackluster results in federal and state races, leaving a number of their investors and operatives unhappy.
Fast-forward to 2014, and the Koch network seems to be riding high. Having budgeted nearly $300 million for advocacy and political drives, with a bigger field operation and better data to mobilize conservative voters, the network helped the GOP capture the Senate, expand the House majority, and re-elect Koch-favored politicians like Wisconsin Governor Scott Walker. Three of the new GOP senators—Arkansas’ Tom Cotton, Colorado’s Cory Gardner and Iowa’s Joni Ernst—recently attended Koch policy and fundraising retreats; at the network’s Dana Point, California confab this past June, all three heaped praise on the assembled donors and Koch operatives.
What changed? Of course, the Koch network—and the GOP generally—capitalized on public dissatisfaction with President Obama, the “six year itch” most two-term presidents face, and a bad electoral landscape for Democratic Senate candidates. But the Kochs and their allies also learned from their past mistakes. They’ve used the last two years to adapt, refine, and expand their operations with an eye to sharpening their anti-big government messages to appeal to more voters. The Koch network, one donor told me, has been focused laser-like on “trying to perfect their language.” For help, they have turned to an A list of conservative political consultants including the man best known for selling the nation on Newt Gingrich’s Contract with America: Pollster and spinmeister Frank Luntz.
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How Newt Gingrich’s Language Guru Helped Rebrand the Kochs’ Message
