Patrick Lalley reports that the Lewandowski-connected Ohio ad firm that Governor Noem paid $5M to come up with her wildly! successful! bad-plumber-for-VP ads may have lifted its video ideas from local ad firm Lawrence and Schiller:
You won’t find any reference to the governor as a welder or electrician or dentist in the winning proposal from Go West Media, however. No concepts – known as “the creative” in advertising and marketing circles – were included in the documents published on the state’s open records website.
It wasn’t Go West’s idea to begin with, based on documents and multiple interviews with sources close to the process.
The Noem-as-worker concept came from a different bidder, the Sioux Falls firm Lawrence & Schiller.
Documents obtained by Sioux Falls Live detail the plan, including sketches showing the welder scene that mirror the final product. How the concept from one proposal ended up in the product of a different bidder isn’t known.
…the Lawrence & Schiller proposal outlines two options for the campaign. One based on jobs and the other as a tour of South Dakota, both featuring Noem as the face of the ads.
The proposal reads: “The first version, titled Now Hiring: Jobs features the governor as a spokesperson, and also has some fun with her, inserting her into the workplace playing a number of roles, such as small business owner or welder. Each execution would offer a chance for workers to apply for jobs and potentially win a trip to South Dakota to visit the state for themselves” [Patrick Lalley, “Noem-As-Worker Concept Lifted from Sioux Falls Advertising Firm’s Proposal,” Sioux Falls Live, 2023.11.17].
So, wait: not only can Kristi Noem not come up with an original idea, but the out-of-state advertisers she hires to make Corey Lewandowski happy can’t, either?
But hey, on the good side, at least the Governor’s phenomenally! effective! marketing campaign proves that South Dakota really does have talent… good enough for out-of-staters to steal for their own profit!