Whitaker and Baxter
Encyclopedia
Clem Whitaker and Leone Baxter were a husband-and-wife team that started the first true political consulting
firm in the United States of America, named Campaigns, Inc.. Based in California
, the firm worked on a variety of political issues, though mostly centered within the core of the Republican Party
. It went on to be one of the most famed and successful such consulting firms.
in California in the first half of the 20th century were quite weak as a result of evisceration by political reformers, and were not able to run effective campaigns by themselves. They were certainly not able to develop and project a coherent campaign message, whether for a candidate or a cause. Thus, it fell to nascent political consulting firms to formulate a winning message that could gain popular appeal.
In response to a 1933 ballot question regarding a water project in the Central Valley, Whitaker and Baxter began campaign consulting by crafting editorials for newspapers and distributing putatively educational ads through their wire service, the California Features Service. This led to the founding of their firm, which they named Campaigns, Inc., though nearly everyone in political circles called it by an eponymous title.
or imitation ice cream
. Their political clientele was mostly Republicans of the 1940s and 1950s, including Governor Earl Warren
, Governor Goodwin Knight
, and Dwight Eisenhower's California President
ial campaign. Though Whitaker and Baxter ostensibly helped all those who approached their firm, in practice they were committed to small-government conservatism
and forestalling or rolling back the New Deal
. One of their most influential campaigns was helping the American Medical Association
fight off the national health insurance plans of Franklin Roosevelt and Harry Truman. Though unmentioned in the film, much of the archival anti-National health care propaganda seen in Michael Moore's "Sicko," including Ronald Reagan's phonograph speech on how national health care is the first step towards socialism, was produced in 1949 under the direction of Whitaker and Baxter.
They were not above dirty tricks, as seen in their work for the 1934 re-election campaign of Governor Frank Merriam
in his push to defeat social reformer Upton Sinclair
. The major thrust of their work was a smear campaign
against Sinclair, alleging in newspaper stories that he seduced young girls, and placing filmreels that depicted Sinclair's supporters as socialist
pro-Soviets.
Whitaker and Baxter also pioneered extensive scripting and packaging of a campaign message so as to penetrate to voters who generally would not be paying attention. This may have led to contemporary complaints about the perceived emptiness of modern campaigns. Whitaker and Baxter may have drawn their inspiration for scripting from the methods of nearby Hollywood.
Whitaker and Baxter justified their overly scripted work as such:
In sum, they turned disorganized, intuitive campaigning into modern practice that used methods from the public relations and advertising world.
Mail
They avoided mass mailing operations in favor of having volunteers hand out materials door-to-door, or distributing bulk materials to specially identified community or campaign leaders who would then promote the campaign to their associates.
Political consulting
Political consulting, beyond the self-evident definition of consulting in political matters, refers to a specific management consulting industry which has grown up around advising and assisting political campaigns. This article deals primarily with the development and nature of political consulting...
firm in the United States of America, named Campaigns, Inc.. Based in California
California
California is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...
, the firm worked on a variety of political issues, though mostly centered within the core of the Republican Party
Republican Party (United States)
The Republican Party is one of the two major contemporary political parties in the United States, along with the Democratic Party. Founded by anti-slavery expansion activists in 1854, it is often called the GOP . The party's platform generally reflects American conservatism in the U.S...
. It went on to be one of the most famed and successful such consulting firms.
Backgrounds
Clem Whitaker was a newspaper reporter and lobbyist. Leone Baxter was also a reporter. They were married.Origin of the firm
Political partiesPolitical Parties
Political Parties: A Sociological Study of the Oligarchical Tendencies of Modern Democracy is a book by sociologist Robert Michels, published in 1911 , and first introducing the concept of iron law of oligarchy...
in California in the first half of the 20th century were quite weak as a result of evisceration by political reformers, and were not able to run effective campaigns by themselves. They were certainly not able to develop and project a coherent campaign message, whether for a candidate or a cause. Thus, it fell to nascent political consulting firms to formulate a winning message that could gain popular appeal.
In response to a 1933 ballot question regarding a water project in the Central Valley, Whitaker and Baxter began campaign consulting by crafting editorials for newspapers and distributing putatively educational ads through their wire service, the California Features Service. This led to the founding of their firm, which they named Campaigns, Inc., though nearly everyone in political circles called it by an eponymous title.
Political philosophy
Generally, Whitaker and Baxter worked on political and policy questions, though they also aided firms with corporate public relations, such as improving the image of cottonseed oilCottonseed oil
Cottonseed oil is a cooking oil extracted from the seeds of cotton plant of various species, mainly Gossypium hirsutum and Gossypium herbaceum...
or imitation ice cream
Ice cream
Ice cream is a frozen dessert usually made from dairy products, such as milk and cream, and often combined with fruits or other ingredients and flavours. Most varieties contain sugar, although some are made with other sweeteners...
. Their political clientele was mostly Republicans of the 1940s and 1950s, including Governor Earl Warren
Earl Warren
Earl Warren was the 14th Chief Justice of the United States.He is known for the sweeping decisions of the Warren Court, which ended school segregation and transformed many areas of American law, especially regarding the rights of the accused, ending public-school-sponsored prayer, and requiring...
, Governor Goodwin Knight
Goodwin Knight
Goodwin Jess Knight , known as "Goodie Knight", was a U.S. politician who was the 31st Governor of California from 1953 until 1959.-Early life:...
, and Dwight Eisenhower's California President
President
A president is a leader of an organization, company, trade union, university, or country.Etymologically, a president is one who presides, who sits in leadership...
ial campaign. Though Whitaker and Baxter ostensibly helped all those who approached their firm, in practice they were committed to small-government conservatism
Conservatism
Conservatism is a political and social philosophy that promotes the maintenance of traditional institutions and supports, at the most, minimal and gradual change in society. Some conservatives seek to preserve things as they are, emphasizing stability and continuity, while others oppose modernism...
and forestalling or rolling back the New Deal
New Deal
The New Deal was a series of economic programs implemented in the United States between 1933 and 1936. They were passed by the U.S. Congress during the first term of President Franklin D. Roosevelt. The programs were Roosevelt's responses to the Great Depression, and focused on what historians call...
. One of their most influential campaigns was helping the American Medical Association
American Medical Association
The American Medical Association , founded in 1847 and incorporated in 1897, is the largest association of medical doctors and medical students in the United States.-Scope and operations:...
fight off the national health insurance plans of Franklin Roosevelt and Harry Truman. Though unmentioned in the film, much of the archival anti-National health care propaganda seen in Michael Moore's "Sicko," including Ronald Reagan's phonograph speech on how national health care is the first step towards socialism, was produced in 1949 under the direction of Whitaker and Baxter.
Campaign style
Unlike the parties of the day, Whitaker and Baxter could and insisted on emphasizing pace, control, and rhythm in a campaign. They did not trust enthusiastic local volunteers to run an effective campaign, and thus made judgments for themselves on how to allocate resources, relying also on their employed Field Men to check up on district offices. Volunteers were treated as another instrument of the campaign apparatus that served only to be directed, not to take their own initiative.They were not above dirty tricks, as seen in their work for the 1934 re-election campaign of Governor Frank Merriam
Frank Merriam
Frank Finley Merriam was an American politician who served as the 28th governor of California from June 2, 1934 until January 2, 1939...
in his push to defeat social reformer Upton Sinclair
Upton Sinclair
Upton Beall Sinclair Jr. , was an American author who wrote close to one hundred books in many genres. He achieved popularity in the first half of the twentieth century, acquiring particular fame for his classic muckraking novel, The Jungle . It exposed conditions in the U.S...
. The major thrust of their work was a smear campaign
Smear campaign
A smear campaign, smear tactic or simply smear is a metaphor for activity that can harm an individual or group's reputation by conflation with a stigmatized group...
against Sinclair, alleging in newspaper stories that he seduced young girls, and placing filmreels that depicted Sinclair's supporters as socialist
Socialism
Socialism is an economic system characterized by social ownership of the means of production and cooperative management of the economy; or a political philosophy advocating such a system. "Social ownership" may refer to any one of, or a combination of, the following: cooperative enterprises,...
pro-Soviets.
Whitaker and Baxter also pioneered extensive scripting and packaging of a campaign message so as to penetrate to voters who generally would not be paying attention. This may have led to contemporary complaints about the perceived emptiness of modern campaigns. Whitaker and Baxter may have drawn their inspiration for scripting from the methods of nearby Hollywood.
Whitaker and Baxter justified their overly scripted work as such:
In sum, they turned disorganized, intuitive campaigning into modern practice that used methods from the public relations and advertising world.