Mandy Grunwald may be the best political consultant youâve never heard of.
Sheâs the image-maker behind Hillaryâs âSopranosâ video. And sheâll handle the ongoing repackaging of Hillary.
Iâve known Mandy for more than 20 years. She worked with David Sawyer when he was Jim Huntâs media consultant, including in the 1984 Senate race. Of course, none of us are boasting about the job we did then. (A footnote: Mandyâs father was Henry Grunwald, the late editor of Time.)
Mandy is one of the best in the business. She played a key role in Clintonâs win in 1992, although she never got the publicity of a Carville or Stephanopoulos. It was Mandy who came up with the idea of putting Bill Clinton on late-night talk shows. And she helped redefine him as âThe Man From Hope.â
She worked with Hillary in the health care debacle. The media strategy was much better than the policy. And she was a key player in both Senate races.
Mandyâs strength is in knowing that politics is about more than policy. Itâs about peopleâs lives. And itâs about how politiciansâ character and personality connect with those lives.
The cliché about Hillary is that she canât win because too many people donât like her. I bet Mandy can make them like her. Stay tuned.
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