Meet the Team: Brendan Welch

Brendan Welch

Senior Strategist & Pennsylvania Director

Where are you based?

Philadelphia, PA

Can you tell us a little about your background and what inspired you to work in politics?

My grandpa was a union railroad worker who was a passionate supporter of JFK — the first Catholic president. He passed his strong Democratic values on to my mom, and then to me.

I actually moved to Los Angeles to start a career in Hollywood after finishing college, but quickly realized that wasn't a good fit for me. I saw politics was a perfect place for me to use my love of writing and communication to make a difference. I was just getting my career on Capitol Hill off the ground when Donald Trump won the 2016 election, which hit like a truck and motivated me to switch from government to campaign work.

Since then, I haven’t looked back!

What does a typical day look like for you?

It usually starts with a morning workout. After that, it's different every day -- it will be some combination of meetings with clients and their campaign teams, traveling to meet folks who are considering a run for office, or working alongside our design team to write and conceptualize mailers. The best part about this job is the combination of creativity and strategic thinking. You're always on your toes!

What are some of your hobbies or interests outside of work?

I’m a life-long, die-hard fan of the Kansas City Chiefs - so yes, I am currently living a charmed life, but I still remember the darker days before Mahomes. I’m also a regular at 76ers and Phillies games here in my adopted hometown. I'm a recent convert to K-Pop music and now go to concerts every year. Listen to Red Velvet!

Can you share a memorable project, unexpected challenge, or proud achievement you've had in your career?

Serving as the Communications Director for the Pennsylvania Democratic Party during the 2020 cycle was the adventure of a lifetime. I was able to lead a team of creative, hardworking colleagues to drive the negative message against President Trump across the state.

Weathering a drawn-out primary, a pandemic, and a sea of disinformation and frivolous lawsuits from the Trump campaign was challenging and thrilling - and celebrating President Biden's victory on the streets of Philadelphia is something I'll never forget.

What advice would you give to someone considering a career in politics? Or, what is the best piece of advice you’ve received?

Leaving the DC bubble is the best thing I ever did. When you go from being one of thousands of political staffers and operatives in DC to one of dozens in your state or community, you realize how much more gratifying and impactful your work is at the state and local level. Every state, city, and town needs talented people doing the work on the ground!

What movie never fails to make you cry?

Mad Max: Fury Road. No, I'm not joking.

Meet the Team: Charly Norton

Charly Norton

Senior Vice President

Where are you based?

Detroit, MI

Can you tell us a little about your background and what inspired you to work in politics?

Growing up, current events and the news were always discussed around my family’s dinner table. And then when I was eight years old, I had my first real foray into politics when my mom and grandparents took me to a presidential campaign rally. I was instantly hooked and started getting increasingly engaged through middle school and high school – debating in the classroom about issues of the day (I was only asked to leave class twice!) and volunteering on campaigns.

Going into college, I knew that I wanted to work in politics, so immediately started pursuing internships and everything I could to gain experience. My first internship was in the DC office of U.S. Senator Stabenow, and I loved that I could have a real positive impact and work closely with incredible people who were delivering on behalf of my home state.

What does a typical day look like for you?

For me, each morning starts with a strong cup of coffee before I start reading the daily tipsheets and national/regional news where I’m involved in races. Doing so helps ensure I’m up to speed on what’s going on where. The workday tends to be packed with client meetings, calls, and photoshoots; developing campaign messaging and communication plans; concepting and writing pieces; and working through the ever-growing to-do list. As a single mom, I really try to make the most of my early mornings (and late evenings) to get through the items that call for undivided focus and attention.

What are some of your hobbies or interests outside of work?

Outside of work, I enjoy going on long nature walks, yoga, watercolor painting, and working in my garden. Last year, I also started roller derby, which is a great outlet –physically and emotionally– so I highly recommend everyone find their thing!

Can you share a memorable project, unexpected challenge, or proud achievement you've had in your career?

Following the overturning of Roe v. Wade, I had the opportunity to work with the Vermont Reproductive Liberty Campaign and successfully codified abortion rights in their state constitution. It was an exceptionally well-run coalition program, so it was a highlight playing a role on that team and empowering to see other states follow suit with their own ballot measures.

What advice would you give to someone considering a career in politics? Or, what is the best piece of advice you’ve received?

The best place to start is volunteering on a race in your community. Regardless of level on the ballot, doing so is a great opportunity to get your foot in the door and try different roles to see what you like about the work (and what you don’t). Showing up and being willing to work hard? Half the battle.

Campaigns and campaign-adjacent roles are typically all-consuming, so it’s important that people also prioritize well-being. It’s so easy to put everything off until after the election –whether it’s a visit to the doctor or seeing a family member– and for the sake of avoiding burnout, I encourage people to be intentional about how they engage. Checking social media and doomscrolling 30 times a day isn’t sustainable. Finding balance is easier said than done, but it’s possible for those who put in the work to make it reality.

What movie never fails to make you cry?

Homeward Bound – I just cannot do sad animal movies.

Meet the Team: Hanna Bouten

Hanna Bouten

Campaign Strategist

Where are you based?

Columbus, OH

Can you tell us a little about your background and what inspired you to work in politics?

I grew up in a family of Democrats who were politically informed and politically active. My parents always voted, they hosted a fundraiser for John Kerry in 2004 and Hillary Clinton in 2008, and in 2020 my mom had a “Biden” themed Christmas tree (aviator sunglasses and Biden signs on a bright silver tree. The blue really popped!). I became especially interested in working in politics after the 2016 election. I was in college at the time, and I remember campus feeling like a ghost town the day after the election. I felt how deeply impactful the election was and I wanted to get more involved with politics. I started out interning at a lobbying firm after college, where I watched many hours of congressional hearings and learned how our federal government functioned day-to-day, and then switched over to the campaign side to help get good people elected to those positions.

What does a typical day look like for you?

I get up and hang out with my cat for about an hour before work, have a cup of coffee outside if it’s nice, and log onto my computer. I check all my emails and messages, write out a to do list for the day, and get started! I usually spend the day working on targeting, drafting mail plans, writing mail pieces, and on calls with clients. Each day is a little bit different, which is something I love about campaign politics!

What are some of your hobbies or interests outside of work?

I love to swing dance, crochet, cook, hang out with my cat, Bluto, and facetime my six-month old nephew (even if he can’t hold the phone on his own just yet).

Can you share a memorable project, unexpected challenge, or proud achievement you've had in your career?

A year ago I earned a Master’s degree in Religion, Politics, and Governance from the University of Leiden. I had the wonderful opportunity to live in the Netherlands for two years and study with people from various cultural backgrounds who helped me step away from an American-centric view of politics and religion. I had the opportunity to perform research on women’s autonomy and freedom of choice (not specifically related to reproductive rights) within the context of religious belief, social opinion, and government involvement. This gave me a broader understanding of U.S. political history and government involvement in both the practice of religion and women’s freedom. After completing my studies I’m glad to be back in campaign politics trying to elect more women to office!

What advice would you give to someone considering a career in politics? Or, what is the best piece of advice you’ve received?

Have a good answer for why you want to work in politics. Talk to as many people as you can who work in politics or in a political-adjacent field. If you’re interested in campaigns, apply for an organizing job or volunteer if you’re able. Any campaign would be happy to have more people knocking doors!

What movie never fails to make you cry?

Interstellar - the last scene with his daughter gets me every time.

Meet the Team: Ben Escobedo

Ben Escobedo

Vice President

Where are you based?

Los Angeles, CA

Can you tell us a little about your background and what inspired you to work in politics?

I have been working in politics for 20 plus years and started in organizing and field before starting in the direct mail arena. As a young college student, I was a student activist advocating for access to education and encouraging at-risk youth to attend college to attain a degree or learn a skill to launch their careers. This inspired me to work in politics where I can make a difference and be that advocate. I enjoy working with candidates with a shared vision, advocating for working families and equity and building better communities.

What does a typical day look like for you?

After a long walk in the morning, I return messages from clients, contacts, and friends in the industry. I am intentional about keeping in contact with different folks to see where I can be helpful. I enjoy being part of the creative process for our direct mail and digital and collaborating with clients during a photo shoot, meeting prep, and messaging for their campaigns. Campaigns are full circle and we do a little bit of everything to help our clients be successful.

What are some of your hobbies or interests outside of work?

I walk everywhere and enjoy watching LAFC and the Dodgers any chance I get. I also love an occasional meeting during a round of Top Golf.

Can you share a memorable project, unexpected challenge, or proud achievement you've had in your career?

I first started with BZD in 2016 and worked on a state assembly race in the Inland Empire. The candidate was running against an incumbent, and I was fortunate to be a part of the campaign from the ground up, where I learned about the district and the candidate firsthand. Our mail and storytelling of her deep roots, background, and commitment to community allowed us to unseat the incumbent by 10 points.

What advice would you give to someone considering a career in politics? Or, what is the best piece of advice you’ve received?

Be intentional, work hard, and be kind.

What movie never fails to make you cry?

"Dad" to cry and "Elf" to laugh.

BZD's 2023 Pollie Wins

We are thrilled to announce that Bergmann Zwerdling Direct won 13 Pollie Awards for our work in 2022! Our team is proud to earn the industry’s highest honor from the American Association of Political Consultants (AAPC), the largest association of political and public affairs professionals in the world.

Among our exciting wins, BZD brought home the top prize – Gold for best Democratic direct mail campaign – for our work sending Vicente Gonzalez back to Congress while ousting MAGA extremist Mayra Flores in TX-34. We were also honored to win Gold Pollie Awards for best mail piece for a Democratic congressional campaign (Congressman Josh Harder, CA-09) and for best GOTV mail piece (SEIU Pennsylvania). This year also continues our streak of winning more direct mail awards than any other firm, Democrat or Republican.

Additionally, we earned more regional awards than any other firm, regardless of medium, including:   

• Best mail piece for any Democratic state legislative candidate campaign, South: Florida Senator Shevrin Jones

• Best mail piece for any local Democratic candidate campaign with a budget less than $1 million, North: Saratoga Springs Public Works Commissioner Jason Golub

• Best mail piece for any independent expenditure campaign for any Democratic state legislative candidate campaign, West: SEIU California

• Best mail piece made for any independent expenditure campaign for any local candidate campaign with a budget greater than $1 million, West: Communities United (Karen Bass for LA Mayor IE)

A heartfelt thank you to our clients and their teams who entrust us to tell their stories and vision for the future. We are truly grateful for the opportunity to develop impactful, innovative strategic programs and compelling creative tailored to the campaigns, progressive causes, and labor organizations with which we work. Check out more of our award-winning work HERE. 

We are so proud of everything we achieved alongside our clients and strategic partners in 2022. Here’s to keeping up the momentum and the fight, this year and beyond!  

Celebrating 10 years

Bergmann Zwerdling Direct is celebrating our 10-year anniversary of winning campaigns nationwide and creating direct mail voters can proudly display on their fridges!

Join us on Thursday, March 30th from 5:00-7:30 PM at Baby Wale in Washington, DC to celebrate this momentous occasion — and opening day of the Major League Baseball season!  Please click here to RSVP so we can ensure there's enough food and drinks for all.

After ten years of hard work, we're proud to have received nearly 100 Pollie Awards and helped hundreds of campaigns at all levels achieve success. We're still charging forward and would love to have you join our entire team in celebrating a #BZDecade!

IF YOU ARE COMING FROM THE NATS OPENING DAY GAME:
Head to the Navy Yard-Ballpark Metro station and take the Green Line to Mount Vernon Square — Baby Wale is right near the corner of 9th and M St. NW.

Looking forward to seeing you for a night of food, drinks, and friends!

- The Team at BZD

BZD’s 2022 Creative Produces Wins

Reflecting on 2022, it was a year of historic challenges for Americans with a partisan Supreme Court rolling back reproductive freedoms and big corporations raising prices to pad their profit margins.  

And Democratic candidates faced the challenges of that political environment along with unprecedented opposition spending.

From helping Vermont become the first state in the nation to enshrine reproductive rights in its constitution and helping flip the Michigan and Pennsylvania Houses, to protecting all of our incumbent members of Congress and helping Karen Bass become the first woman mayor of Los Angeles, the BZD team was proud to help candidates from coast to coast overcome challenges and win historic races.  

In over 20 states, our creative made a difference between winning and losing.  Some of our favorite game-changing pieces from 2022 are below.

BREAKING THROUGH FOR MEMORABLE IMPACT

People are getting a lot of messages in a lot of places.  So, we developed creative and messaging to cut through the noise, get attention, and make a memorable impact.  

USING HUMOR TO GET ATTENTION AND DRIVE MESSAGING - BOTH POSITIVE AND NEGATIVE

To stand out even more, we used humor when appropriate to deliver both positive and negative messages.  In several cases, our creative was shared by voters on social media, propagating the message.

GRAPHIC AND EMOTIVE STORYTELLING FOR POSITIVES

We have always been proud of our storytelling for positive mail and we used creative concepts to elicit emotion and make strong positive impressions. 

DRAWING CLEAR CONTRASTS ON PRIORITIES

Elections are about choices.  When that is a binary choice, it is critical to show a clear contrast to help the voters visualize the choice.

Navigating Congressional franking

A term like “franking” doesn’t become its own verb unless it’s important — and anyone who has set foot in a Capitol Hill office knows that it’s a valuable communication tool. I’m a former Capitol Hill communications director, so I’ve been in your shoes. There are never enough hours in the day to get your boss prepped, draft a floor speech, and hammer out talking points for your next committee hearing. The prospect of drafting mailers, building a mail universe, and crafting a message that’s impactful and get the Franking Commission’s approval can seem overwhelming — but that’s where we come in.

At BZD, I help Hill clients create eye-catching franked mail that sticks to the message, zeroes in on your boss’s hard work, emphasizes local impact, and is Franking-approved.

Franking is a vital part of your communications strategy because it lets you break through the noise to reach your constituents directly. Not every constituent watches local news, follows your boss on Twitter, or signs up for your e-Newsletter, but every constituent has a mailbox. If you want to highlight new funding for opioid addiction treatment in your region, improvements to local infrastructure, or your constituent service success stories, franking allows you to do just that — while controlling the message and meeting people where they’re at.

Our goal is to make the franking process easier for you. We can help you decide what size and type of mailers fit your goals and budget, and work with you to craft a mail plan that hits the right messaging points and reaches the right people. For example, if you’re doing a mailer featuring your boss’s wins for local seniors, we can pull a mail list for you that targets senior citizens in your district.  We also handle the entire printing process for you — we will work with a union printing shop as close to your district as possible to ensure you get local union printing. And our award-winning design team will make your mailers eye-catching so you don’t get lost in the shuffle.

Franking can be an intimidating process, but it’s one of your most important communication tools. If you have any questions about our services for franked mail, please reach out to me at bwelch@bergmannzwerdling.com or 860-514-6749. Let’s get to work!

BZD wins big at the Pollies -- again!

For yet another year, BZD’s creative work stood out with the most AAPC Pollie wins of any Democratic direct mail firm.

We’re proud of our creative product, but we’re even more proud of the wins that our work helped produce in 2021. BZD’s team approaches every campaign uniquely and treats each piece of mail we develop with the thought and care as if we were personally going to be speaking to a crowd the size of each mail universe. 

Times Union Commentary: For a winning strategy, Dems can look to the Spa City

The national narrative coming out of the November election is that Democrats lost ground and the Republican strategy of stoking divisive culture wars looks like it may be a successful strategy for them to win control of Congress in 2022.

Not so fast.

Democrats can look to a small city in New York’s Capital Region for a roadmap to victory in 2022.

Saratoga Springs is a mostly white and suburban-like community. It is politically moderate and has a long history of Republican leadership, though Democrats have gained a small edge in voter registration. With its commission form of government, the mayor and elected department commissioners comprise the five-member City Council. Most of the current council members were supported by Republicans in the 2019 elections, but with four members choosing not to run for re-election, Democrats had an opportunity to elect a majority.

The long-simmering tension between social justice activists, including Black Lives Matter, and the Saratoga Springs Police Department over the death of Darryl Mount reached a boiling point this summer, with additional police called in with riot gear and armored vehicles being deployed during a peaceful protest.

The police response led to activists forcibly detained and later arrested for violations when they could have been mailed a summons, producing more protests and an investigation by the New York attorney general’s office.

In spite of this charged environment with public safety as the top issue and a 3-to-1 spending disadvantage, Democrats swept the four open seats and elected the state’s first Asian-American city mayor and the city’s first out LGBTQ woman of color to the council. How we did so, particularly for Ron Kim’s winning mayoral campaign, is a good blueprint for Democrats across the state and the nation.

Let’s start with what we made a point not to do.

We did not focus on Donald Trump.

We did not get lost in manufactured Republican culture warfare, even though the political environment was ripe for it.

We did not talk about “defunding the police.” In fact, we neutralized that potential attack and talked about increasing spending for public safety while strengthening accountability.

We did not talk about masks or vaccine requirements in the campaign’s advertising.

Instead, we focused on solutions that bring people together, not on issues that divide us. We had a consistent message about listening to people and delivering for them. Nothing went out from the campaign without saying that Kim will listen and make Saratoga Springs a safe city that works for everyone, not just a select few.

We had a clear strategy to build a foundation for Kim, persuade swing voters, and invest in mobilizing Democrats who do not ordinarily vote in municipal elections. And when Republicans did attack, we responded forcefully, called them out for being deceptive and divisive, and used the attacks to pick apart the Republican mayoral candidate’s “independent” message.

We also emphasized Kim’s experience and preparation for the job. People make decisions emotionally and find reasons (hopefully facts) to back up their decisions, and voters want to feel comfortable when making a choice for an executive office.

There is a reason the moniker “swing voter” is popular with the press. Between 15 percent and 25 percent of voters will swing back and forth between the Democratic and Republican parties, sometimes on the same ballot but more often against the party they perceive to hold national power in the given year.

The results in Saratoga Springs are proof that Democrats can stop that backswing by focusing on people and solutions instead of purist ideology and culture warfare. Disciplined campaigns matter.

Achim Bergmann of Saratoga is a Democratic strategist who currently runs a national political consulting firm with clients in 25 states.

Source: https://www.timesunion.com/opinion/article/Commentary-For-a-winning-strategy-Dems-can-look-16677868.php