| | | | | |  | | By Renuka Rayasam | | | BUILD BACK BETTER, BETTER — Wherever you sit on the political spectrum, and whatever you think of the substantive merits of the multi-trillion dollar bill that Joe Biden has staked his presidency on, you will probably agree that the bill has been terribly named. Point of comparison: Former President Donald Trump, who certainly knew how to market things, passed the simply named "Tax Cut and Jobs Act," and Trump reportedly wanted to call it the even simpler "Cut Cut Cut Act." Yet Biden's signature bill is sometimes called "the reconciliation bill," after the legislative procedure Democrats plan to use to pass it. Perhaps worse, it is sometimes called "the social spending bill," which reflects its high price tag. Biden himself probably calls it "the Build Back Better Act," which, it's fair to say, is a slogan that has not captured the American imagination. The pundit class thinks the president and his party are floundering. ("President Biden's agenda is in peril," Ezra Klein wrote in the New York Times today .) Nightly is scrupulously nonpartisan, but we thought it would be interesting to see if commercial advertising gurus and marketing experts had any better ideas for the Democrats. So we reached out to a group of experts to get their recommendations for how they would pitch the bill. You know, like Don Draper's Kodak "Carousel," but for politics. Here are their edited responses and pitches: A REBATE "While the bill itself is full of programs that benefit working class families around the country, the cultural conversation is completely focused on the bill's price tag and the messages aren't breaking through. That's a massive branding fail. "This bill is about children, schools and keeping our loved ones healthy and safe. All places where, as humans, we have massive reservoirs of emotion. We have memories that take us to places we can almost feel and touch. But for some reason, the language around this bill has gone the opposite direction. Terms like 'investment,' or 'soft infrastructure,' or 'social safety net' feel clinical, abstract and intangible. This is language meant for policy, not for people. "To sell this plan, I'd immediately do two things. First, cease and desist any language that sounds like it belongs in a white paper, and replace it with something short, memorable and tangible. Make it real, make it simple and make it human. Over and over again. Consistently. Second, embrace the principle of 'loss aversion.' Simply put, people absolutely hate the sense that they're losing out on something that they deserve. In this case, how about reframing the spending bill as a 'rebate' to the American people? A return on the prosperity that America's biggest businesses (and ultra-wealthy) have experienced over the last decade. Universal Pre-K, free community college, lower drug prices — all rebates on corporate America's windfall. Who would want to miss out on their share of that? Especially if the payoff was for kids, care and climate." — John Hickman, managing director of TBWA\Chiat\Day in Los Angeles INDIVIDUAL BENEFITS, NATIONAL GAIN
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Ad concept on Build Back Better Act from SensisAgency | "Most people won't get past the price point of a multi-trillion-dollar spending package. We should instead focus on its many benefits — taken to the kitchen table level. Here's a way to illustrate how diverse individuals from different levels of society can benefit, specifically. And we convey how this aid creates positive ripple effects that converge at the national level, addressing greater Democrat and Republican priorities together. The #BetterForUS campaign is designed to be a hashtag-based, constituent-driven approach to provoke thought about how the entire nation stands to gain from the Build Back Better Act — one unique beneficiary at a time." — The Sensis Agency: Javier San Miguel, group creative director, copy; David Galván, creative director, art; Eduardo Flores, senior art director; and Jairo Llort, senior copywriter BULLISH ON MAIN STREET
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Ad concept on the Build Back Better Act from marketing agency Radically Distinct | "We're bullish on Main Street so we can go long on America. Main Street refers to local economies, small-town American traditions, and business districts. "Americans have bailed out Wall Street a few too many times these last few decades. Build Back Better Act is determined to refocus the American government's priorities on the wellbeing and economic success of the American people. "One of the big problems that American businesses have is finding workers. Our solution to this is child care support. Businesses can attract more workers by championing a worthwhile purpose that is greater than profits such as combating climate change. "The popular vote is in. Now it's time for Wall Street to put some time and attention into supporting local economies." — Jenn Morgan, CEO and lead strategist at Radically Distinct, a marketing agency in Seattle Welcome to POLITICO Nightly. Reach out with news, tips and ideas for us at nightly@politico.com. Or contact tonight's author at rrayasam@politico.com or on Twitter at @RenuRayasam. Programming note: Nightly will not publish on Monday, Oct. 11. But don't worry, we'll be back and better than ever Tuesday, Oct. 12.
| | A message from UnitedHealth Group: Research shows that social barriers – including access to stable housing and nutritious food – can impact up to 80% of health outcomes. UnitedHealth Group is committed to addressing social determinants of health and has helped create 12,000 homes since 2011 and distribute more than 100 million meals since the pandemic began. See how we're helping to advance health equity. | | | | | | — Biden White House waives executive privilege for Trump-era documents: Biden will not invoke executive privilege to shield an initial set of records from Donald Trump's White House that's being sought by congressional investigators probing the Jan. 6 Capitol attack. "After my consultations with the Office of Legal Counsel at the Department of Justice, President Biden has determined than an assertion of executive privilege is not in the best interests of the United States, and therefore is not justified as to any of the Documents," wrote White House Counsel Dana Remus in a letter to Archivist of the United States David Ferriero in a letter obtained by POLITICO. — Bannon tells Jan. 6 investigators he won't comply with their subpoena: A lawyer for Steve Bannon has told the House panel investigating the Jan. 6 Capitol attack that the former Trump campaign chief would not comply with its subpoena , citing the former president's intention to invoke executive privilege. Robert Costello, Bannon's lawyer, wrote to House investigators on Thursday that Trump had instructed Bannon not to comply with the subpoena on the basis of executive privilege, adding that Bannon would wait for the courts to resolve any disputes.
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President Joe Biden delivers remarks on the September jobs numbers in the South Court Auditorium in the Eisenhower Executive Office Building. | Chip Somodevilla/Getty Image | — Biden's uneven recovery underscored by jobs report: The labor market recovery that Biden promised slowed again in September, with a weaker-than-expected 194,000 new jobs created . That suggests school reopenings and the end of generous federal jobless benefits haven't brought enough Americans back into the labor force amid the resurgence of the coronavirus. — Journalists Maria Ressa and Dmitry Muratov awarded Nobel Peace Prize: Ressa, from the Philippines, and Muratov, from Russia, were praised by the Nobel committee for their efforts to safeguard the freedom of expression, "which is a precondition for democracy and lasting peace." — U.S. investigators increasingly confident directed-energy attacks behind Havana Syndrome: The U.S. government's investigation into the mysterious illnesses impacting American personnel overseas and at home is turning up new evidence that the symptoms are the result of directed-energy attacks, according to five lawmakers and officials briefed on the matter. Behind closed doors, lawmakers are also growing increasingly confident that Russia or another hostile foreign government is behind the suspected attacks, based on regular briefings from administration officials — although there is still no smoking gun linking the incidents to Moscow.
| | | | THE MILKEN INSTITUTE GLOBAL CONFERENCE 2021 IS HERE: POLITICO is excited to partner with the Milken Institute to produce a special edition "Global Insider" newsletter featuring exclusive coverage and insights from one of the largest and most influential gatherings of experts reinventing finance, health, technology, philanthropy, industry and media. Don't miss a thing from the 24th annual Milken Institute Global Conference in Los Angeles, from Oct. 17 to 20. Can't make it? We've got you covered. Planning to attend? Enhance your #MIGlobal experience and subscribe today. | | | | | | | | LESS MONEY FOR PING PONG TABLES — The world's biggest companies like Facebook and Johnson & Johnson face an extra collective tax bill of hundreds of billions of dollars after 136 countries today signed a detailed plan to overhaul international corporate tax rules, Bjarke Smith-Meyer and Mark Scott write. The U.S., the U.K., China, India and all EU countries signed off on the international accord, negotiated under the stewardship of the Organization for Economic Cooperation and Development. Kenya, Nigeria, Pakistan and Sri Lanka were the handful of the 140 nations involved in the negotiations that decided against signing on. The deal aims to ensure that the world's 100 biggest companies pay taxes on their operations and sales around the globe, while introducing an international effective minimum corporate tax rate of 15 percent. The global tax rate would allow countries, collectively, to pocket an additional $150 billion in yearly tax revenue, while the levy would split a separate $125 billion in corporate tax receipts between participating governments worldwide.
| | | |   | | | | | | | | $8 million The amount of money Sen. Mark Kelly (D-Ariz.) raised in the third quarter of this year, far surpassing Republican challengers state Attorney General Mark Brnovich ($600,000) and Thiel Capital executive Blake Masters ($1 million.) Kelly now holds nearly $13 million cash in hand. (h/t Congress Minutes) | | | | | | BECOME A GLOBAL INSIDER: The world is more connected than ever. It has never been more essential to identify, unpack and analyze important news, trends and decisions shaping our future — and we've got you covered! Every Monday, Wednesday and Friday, Global Insider author Ryan Heath navigates the global news maze and connects you to power players and events changing our world. Don't miss out on this influential global community. Subscribe now. | | | | | | | | CEILING RULES EVERYTHING AROUND ME — The congressional squabble over raising the debt ceiling makes its fair share of appearances in Matt Wuerker's latest Weekend Wrap of the latest in political satire and cartoons, joined by the Pandora Papers revelations and Facebook's struggles after the whistleblower.
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Tesla cars charge at a Tesla Supercharger station in Corte Madera, Calif. | Justin Sullivan/Getty Images | TESLA HEADS FOR THE SILICON HILLS — Gov. Gavin Newsom lavished praise on Elon Musk despite the Tesla CEO announcing one day earlier he plans to move his company's headquarters from California to Texas. The governor asserted that California had helped make the electric automaker what it is today, Jeremy B. White and Carla Marinucci write. "I have reverence and deep respect for that individual," Newsom said, "but I also have deep reverence and respect for the state and what we represent and what we've done to support those investments." The comments underscored Newsom's enduring ties to Musk and to Silicon Valley while also allowing the Democratic governor to tout California's role as an incubator of innovation. Newsom noted he has known Musk for two decades and lauded him as "one of the world's greatest innovators and entrepreneurs" who has "invested untold amounts of money in this state to create thousands and thousands of jobs." Republicans were quick Thursday to seize on Musk's move-to-Texas plans, saying it was further evidence that California businesses are overburdened with regulations, taxes and high living costs. That comes after Hewlett Packard Enterprise and Oracle announced in December they were moving to the Lone Star State.
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