President Barack Obama: Obama for America

Obama for America Media Team: GMMB, AKPD Message & Media

Business situation and campaign objectives

Although our singular objective was clear - re-elect President Obama - our path to that victory was anything but. From the outset, we faced serious headwinds. The economy was still suffering from the worst financial crisis in a generation. The Citizens United decision had unleashed corporate and special interest money and realistic estimates (which ended up being accurate) projected that opponents of the President would spend over $500 million on negative advertising to deny him reelection. We'd lost ground with key segments of swing voters who helped create the 2008 Obama majority coalition because they had been turned off by the political stalemates on Capitol Hill. Moreover, voters generally had become deeply disillusioned with the bitter partisanship in Congress and this spilled over into their views of the President.