Five Ways eMeg Blew Her Campaign for Governor
In June 2009, a few months after she launched her campaign to become governor of California, Meg Whitman abruptly fired Nicky Diaz Santillan, an undocumented Mexican immigrant who had served as her housekeeper for nine years.
No one knew it at the time, but Whitman’s words and action in the privacy of her home on June 20, and on the phone four days later, would sow the seeds of her political loss, a debacle that will define her forever as the billionaire who spent more money on a political race than anyone in history and won nothing but a humiliating defeat.
Recollections differ sharply about exactly what happened when Whitman sent Diaz packing. The former eBay CEO insisted she was gracious and caring toward someone she saw as a “member of her extended family.” It broke her heart, she said at one point; only later did she suggest Nicky should be deported.
At a Sept. 29 press conference with LA Ambulance Chaser Gloria Allred, Diaz said Whitman was cruel and heartless and insisted that her lawyer had told her there was nothing to be done.
“From now on, you don’t know me and I don’t know you,” Diaz said Whitman told her on the phone. “You never have seen me and I have never seen you.”
What Nicky revealed about Meg: The precise details of the episode may remain fuzzy – but its political impact is crystal clear. In the end, the Diaz story dealt two grave wounds that doomed Whitman’s candidacy:
First, the Republican nominee’s memorable Oct. 1 press conference responding to Diaz’s allegations was a public relations disaster. A real-time, real-life event, it was one of only a handful of times that California voters would see Whitman in public, outside of the carefully scripted and controlled campaign events or the unprecedented barrage of TV ads that she beamed into their living rooms. And polls would show that the unfavorable image they already had of the candidate would only grow more negative.
More broadly, Whitman’s handling of the Diaz affair – and her improbable insistence that she had no idea that Diaz was illegal and baseless accusation that Nicky stole the mail — underscored a central failing of her $160+ million effort. Ralph Whitehead of the University of Massachusetts once explained that in an executive leader, voters look for someone with a hard head and a soft heart. Whitman surely passed the first test. But her handling of Nicky Diaz – which had already occurred and could not be fixed – exposed her as a rich woman with the hardest of hearts.
She might, back then, have mitigated the damage that came later if she had done what most human beings would do for someone who had cleaned their toilets for nine years: hire her an immigration attorney, give her severance pay, help her find a new job. Whitman did none of those things. Voters – especially Latinos and women – concluded she was, at best, not like them and, at worst, inhuman.
“I could not be any prouder of the race we ran,” Whitman said in a farewell letter to supporters on her campaign web page. It’s a typical statement from a woman who could never admit a mistake, whether it was flipping IPO shares, booting her maid to the curb or refusing to pull down her negative ads when implored to do so in front of 14,000 women.
Because Whitman’s debacle cost an unprecedented sum – including about $142 million of her own money – it will be endlessly dissected by pundits, pros and political scientists alike. Calbuzz covered the race for 20 months, and our archive is filled with reporting, analysis and candid commentary about what we saw as its weaknesses from the beginning. Here is a look at eMeg’s five biggest blunders:
-She never gave people a reason to be for her. At some point, some determined academic will calculate the percentage of negative to positive ads that Whitman ran. Our bet is that at least three-fourths were attacks, first on her primary opponent Steve Poizner and later on Jerry Brown.
Whitman came out swinging early last winter against Poizner, long before most Californians had any idea who Steve Poizner was. After she captured the GOP nomination in June, she almost immediately started bashing Brown. The net effect: the first thing that many people came to learn about Meg Whitman was that she was mean-spirited.
The Murphy-Stutzman-Gomez consultant brain trust programmed their meal ticket to chant jobs, budget and education, which she did. These were to be the decisive issues that would drive Whitman to victory. What they overlooked was that they were running a billionaire newcomer who could not connect by eating chili dogs and traveling in a green bus.
Whitman needed to convince voters of the most critical question that Brown’s pollster, Jim Moore, asks in surveys: Which candidate best fits this description — Has the knowledge and skill to be governor?
But beyond endlessly identifying herself as the person who ran eBay, the Whitman campaign never really introduced their candidate to voters, never gave Californians more than a mantra of political platitudes and a few quick images of her and her husband when they were younger.
Who, in the end, was she? Why hadn’t she voted for 28 years? How come she’d never been engaged in a single civic project? Why did she lie about things she had no reason to lie about – like how government interference slowed down building a new headquarters for Pay Pal, or her position on offshore oil drilling or whether one of her ads included a shot of a border fence?
Calbuzz christened her “eMeg” at the beginning of the race and, in a very real sense, she never told us more about herself than that, which may be why the name stuck, and spread into publications across the country.
-She couldn’t handle the immigration issue. One of the big unanswered questions about the campaign remains what Whitman’s handlers knew about the Diaz matter and when they knew it. Either she told them the full details of the matter and they did nothing about it, which would amount to political malpractice on their part, or she kept the story to herself, which would amount to felony stupidity on her part.
After Whitman told reporters that she had informed her top advisers about the Nicky Diaz events, Calbuzz tried to ask her consultants what they’d been told and when. That’s when her top people stopped speaking to Calbuzz at all. That was more than a month ago. There was no way to answer our question without throwing either themselves or their candidate under the bus. So they just froze us out until we said we wouldn’t ask the question any more.
One of the reasons that the Diaz issue gained such traction was that Whitman offered up a constantly shifting kaleidoscope of positions on illegal immigration. When Poizner made it the centerpiece of his primary campaign, she tacked hard right, enlisting campaign chairman Pete Wilson – the former governor known on the streets of Mexico City as hijo de puta — to cut an ad declaring she would be “tough as nails.” But as soon as the primary ended, she lurched back to the center, with an expensive effort to woo Latino voters, a baldly transparent move that came across as crass opportunism, if not utter hypocrisy.
Once the personal became enmeshed with the political on the issue, she could never untangle herself. She couldn’t help Nicky Diaz become legal because she had taken a stand against a path to citizenship – a policy endorsed by most California voters, including about nine in 10 Latinos.
And she made matters much worse at the Univision debate in Fresno when she told a young Mexican-born woman – valedictorian in her high-school class about to graduate from Fresno State – that she was taking the place at the university of a legitimate California citizen. Any non-white parent hearing that would have been appalled at her utter lack of compassion.
No wonder the LA Times reported that exit polls found Latinos voted 2-to-1 for Brown.
-She didn’t have dinner with Calbuzz. Our standing dinner invitation to eMeg, first issued on Labor Day 2009, became a running joke on our site and elsewhere. But her refusal to sit down with us in an informal setting came to symbolize something greater – a contempt for the press in general, founded on her arrogant belief that she had enough money and power to go over the heads of the media.
Whitman gave an interview to Michael Finnegan of the LA Times the day after she announced her candidacy, and she made several stumbles in it, as he pointed out. For whatever reason, she reacted to that experience not by seeking to learn from her mistakes, but by walling herself from the press forever.
Far more serious than stiffing us for dinner was her refusal throughout the campaign to grant an interview to the venerable San Francisco Chronicle, the second largest newspaper in the state; when she refused to meet with the paper’s editorial board, as every candidate for governor in memory has done, it evinced nothing more than contempt, if not abject fear.
The press corps roiled with tales of interview requests ignored or turned down and, at one point, she even refused to answer questions at a press conference she had called. The net effect was to send a message that Whitman had something to hide, that she was afraid to engage in the normal give and take between politicians and reporters, and it raised suspicions among voters.
Not that anyone in the real world cares about whether reporters have access. They don’t mind if a candidate stiffs the media, if she speaks to them, mingles with them, does something other than staged events with phony, planted questions. People care about media access only to the extent that it’s a surrogate for their access
With her retinue of consultants, pollsters and handlers, Whitman presented herself to the public as being more important and too insulated to understand people like them. It is telling that the California Nurses Association character of Queen Meg, who followed her around the state, drove eMeg crazy, because it cut too close to the truth.
Worse, according to a variety of political consultants from the left and right, Whitman’s failure to get out among the media early in the campaign, where she could make mistakes and learn from them, rendered her brittle and unstable at the end of the campaign, when she needed to be sure on her feet. Whitman’s consultants failed to help her handle the unscripted moments of the campaign — and it was in those moments that voters saw who she really is.
The ultimate example occurred at the Women’s Conference in Long Beach, where she managed to get herself booed by 14,000 women by her mishandling of an idiotic proposal from the “Today Show’s” Matt Lauer to take down her negative advertising. “Of course I will, Matt,” she could have said. “As soon as Jerry Brown Inc. takes down their attack ads on me.” A seasoned pro could have knocked it out of the park. Just days before the election, she was still a rookie.
When it became clear in the final weeks of the campaign that she was losing, she resorted to driving around in a bus and ordering junk food at diners in a by now pathetically too late effort to “reintroduce” herself to the public.
-She ran only one memorable ad and that blew up in her face. It is astonishing that Whitman spent more than $100 million on paid television advertising and even those of us who covered the campaign would be hard pressed to recall any of them that penetrated.
The sole exception was an ad she put up after Labor Day featuring an excerpt from a 1992 presidential primary debate between Brown and Bill Clinton, in which Clinton attacks Brown on many of the same issues Whitman was trying to press.
At first it looked like a killer ad. But when Brown and his fellow Democrats quickly produced, first, a statement from Clinton and then the former president himself to back Brown and assail Whitman for misusing the comments, it backfired on her. Things went from bad to worse when the former CNN reporter whose long-ago TV story was the basis for the whole controversy came forward to say he’d made a big factual error – and Whitman still refused to take down her ad.
This was a Big Moment in the campaign because it shifted the ground precisely where Team eMeg did not want the campaign to go – away from issues and toward character. The ad was mainly about the issues, in particular Proposition 13 and taxes, and secondarily about Brown’s truthfulness. Here was an icon of the Democratic Party saying Jerry Brown could not be trusted on taxes and spending. That was the single most dangerous charge Brown faced. But the ad turned out to be an exploding cigar. When Clinton repudiated it and Whitman defended it anyway, the story shifted to “liar, liar, pants on fire.” And what Team eMeg did NOT want was a campaign about Whitman’s character.
No one should have been surprised that the LATimes/USC survey found that among likely voters Brown had her beat 2-1 when rated on the quality of “tells the truth.”
-She ran as a brand and over-saturated the market. Months ago, Brown’s campaign manager Steve Glazer predicted to us that the race would be about authenticity, with Whitman, fundamentally a marketing executive whose closest confidant, Henry Gomez, was also a marketing guy, trying to brand herself and Brown, a lifelong public official, running as the real deal.
Calbuzz recognized the danger presented by Whitman’s unlimited marketing budget when we laid out how the “standard quantum limit” could inevitably affect perceptions of voters in a political campaign – even one as big as a California governor’s race.
“Some among the cognoscenti wonder if voters will, at some point, find a chalk-on-a-blackboard cognitive dissonance created by a candidate who spends with no limits to become governor in order to cut spending,” we wrote back in April.
“Others suggest that as Whitman’s spending keeps growing exponentially, it will bump up against some outer limit where cash begins to have diminishing returns, or even a negative impact, as voters find repulsive her free-spending ways amid the state’s worst recession in a generation.”
Lo and behold, that’s what happened. Whitman’s advertising became so ubiquitous, so intrusive, that voters found her in their living rooms, uninvited, at all hours of the day and night. It didn’t take long before Whitman’s branding campaign ran up against another scientific principle: The T Factor.
This strong force, according to the Calbuzz Department of Weights and Measures, is based on the power of Tivo to mute and completely skip advertisements, especially nauseating political spots; it is greater than, or equal to, a voter’s curiosity about what an ad might have to say. (This is represented by the formula T≥b*X, where b=bullshit and X=off.)
Certain political consultants will, of course, dismiss this theorem out of hand because if candidates were to believe it, they would make less money. But not only did Whitman’s advertising over-saturate the market (diminishing exponentially the stickiness of later ads) but they actually fed Brown’s narrative about her: that she was a greedy billionaire with too much money to spend and too little respect for ordinary people.
Every new ad had to overcome that revulsion before its content had a chance of being heard and processed. And in the end, voters just tuned her out.
Alan Barcelona, paging Alan Barcelona…..there are calls for you on lines 1 and 2 and 3…….Line 2 is AG-elect Harris…..your new boss that you spent $500k against, looks like you have to report to work for the first time in 17 years. Line 1 is the other guy you spent $1.6 MILLION against and is your current boss…..and Line 3 is CalPERS with your retirement calculation and application package. Buh Bye!
Great piece. I don’t know if the Clinton ad “blew up in her face,” even if it was widely discredited. For a while that was her only ad up on the air, and I doubt whether any of the fact checks and Clinton counterclaims broke through that.
Also, small typo in that “hijo de puta” sentence — fix that, because that line is too good!
Even after Meg’s Clinton ad was found to be BS, she justified it to a crowd of tech people in SF saying “oh it’s ok” but when she was attacked with basic facts, she screamed and cried about the horror of it all.
In other words, like the schoolyard bully who beats up other kids and finally gets punched back, she can dish it out but can’t take it. $160 million to fail. Sounds like she should be on wall street – at least if she failed there she’d get a bonus!
Good article. I have a couple of quibbles. Personally, as a voter, I didn’t think the flap over the house-keeper had much effect other than to confirm what I already believed about eMeg: she’s one of the ‘morality police’ who is personally guilty of what she rails loudest aginst. In her case; spending; & hiring illegals.
I think Brown won because he played the most masterful game of ‘rope-a-dope’ I have ever seen. He had limited means for advertizing anywag anyway, I’m sure. So he turned that to his advantage with essentially no advertizing during the un-ending period eMeg advertized. He said nothing until last Labor Day. And all eMeg’s ads began with ‘Have you heard what Jerry Brown is saying about eMeg NOW?’ Anyone paying minimal or no attention would have to answer ‘No. He hasn’t said anything about anybody.’
Not that I would have voted for her, but eMeg never did tell us why we should vote for her. To run the state like eBay? Does that mean, like Chicago and its parking meters, for example, auctioning off state assets to the highest bidders? Her constant flip-flopping on issues simply defined her as a pandering opportunist.
One way that Sarah Palin changed political perceptions is that voters now suspect that, when a candidate won’t speak to the press, it’s because they’re afraid they know they can’t answer likely questions and will make a fool of themselves. Sharon Angle doesn’t strike me as a brain trust. But even she knew she stuck her foot in her mouth every time she opened it. Or her advisors did. Jan Brewer avoided the fourth estate for the same reason. Though voters in Arizona clearly did not consider verbal coherence a prerequisite for the state’s highest office. Perhaps Alvin Greene would find the state more friendly to his political aspirations. Even he was willing to speak to the press. Though, honestly, if he’d been able to afford an advisor, I’m pretty sure they’d have recommended the duck-and-cover Angle approach to him too.
As for the most devastating campaign commercial for this office, it had to be “Twins.” Not only did it play brilliantly on the Schwarzenegger movie of the same name, which helped take it viral. But it made it clear to even the most disengaged Californian that we’d been down this road before. And there was really no earthly reason to believe it would work any better this time. As any marketer will tell you, that’s a tough argument to overcome.
Maybe Meg found out I would be having dinner with her and the CalBuzz staff (part of primary prediction contest prize). Sorry guys.