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Re: Benghazi - paid media update

From:re47@hillaryclinton.com To: oshur@hillaryclinton.com CC: jpalmieri@hillaryclinton.com, john.podesta@gmail.com Date: 2015-10-01 21:59 Subject: Re: Benghazi - paid media update

I think we do a mix. I was on board w the 70/30 idea from Margolis. So it burns in by the hearing. On Oct 1, 2015, at 7:40 PM, Oren Shur <oshur@hillaryclinton.com> wrote: If the objective is purely to undermine the Benghazi hearings, I think these spots will certainly help do that. But if the objective is to connect emails-Benghazi and conflate the two in voters’ minds (which consultants feel is an imperative here), I’m not sure we know whether we can credibly do that – we’ll get a read from groups, but may need to just make a judgement call once we see rough cuts. Maybe I’m on my own here, but fwiw: I fully heard what HRC was saying, and understand the case for doing this – but I think it would be a mistake to pull down the spots we just went up with in IA/NH and make the entire dialogue about scandal/hearings/email. We’d be closing off the one clean avenue we have to communicate her message and our data shows that is giving us a lift. At the very least, would mix a new spot in and keep at least one of the newly-launched spots up – so that this isn’t the ONLY thing voters are hearing for the next 2-3 weeks. * I am for IA and NH. I know the boss wants a national cable buy to reach the inside the beltway types, press and donors. But press will hate this. We will lose ground with them because of it. (I am still for doing it). Actual voters should see and see before the hearing. * Let's def discuss when we review scripts but I think we gotta do this in IA and Nh. Our thesis is that our stuff doesn't cut through as well because it doesn't intersect w the crap they hear about her on the news. I feel like this is the kinda stuff we need to do to actually move numbers right now. At least worth trying this month. If numbers don't move then we can go back to plan A. On Oct 1, 2015, at 7:13 PM, Oren Shur <oshur@hillaryclinton.com> wrote: Just wanted to send a quick update on where we are following today’s HRC call: All three TV firms are script writing, we’ll review drafts tomorrow afternoon. Research had pulled for us some of our best news clips. The trick, of course, is to connect Benghazi to emails in a way that’s credible. But we discussed different ways to do it. The difficult part here is testing – if we want to ship something early next week, our testing options are very limited, and I feel like we really need to understand whether voters will believe that we can credibly conflate Benghazi and emails. But we do have groups tonight and tomorrow afternoon – so tonight, we’re testing some video clips tonight in the groups and this spot that the digital team mocked up: https://app.frame.io/f/2Kh530dn Ø GMMB is working on a more polished spot for tomorrow afternoon’s groups. Looking ahead to next week, I think we still need to resolve whether this is limited to a national cable buy or whether we’re really going into IA and NH with this (currently mixed opinions on team). To do the latter, we’d be pulling other spots off the air before otherwise planned. Please let me know if you’d like to further discuss any of this. Oren