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The Penn Memos: Advocated Brutally Negative Campaign Against Obama

Josh Green's big piece in The Atlantic on all the behind-the-scenes drama that gripped Hillaryland during the campaign has just been posted online, and the host of internal campaign memos he's obtained are now up. They contain a bunch of new revelations about chief strategist Mark Penn.

Green's piece already got a bit of attention when an advance copy leaked out. But now that the actual memos are posted, there are buckets of new Penn sliminess to wallow in. Among the new revelations:

* Penn proposed targeting Obama's lack of American roots -- but also said the campaign could never do this publicly. Early accounts of Green's piece note a key revelation: That in a memo on March 19, 2007, Penn explicitly proposed drawing attention to what he called (with a rather jarring oxymoron) a "very strong weakness" for Obama: "His roots to basic American values and culture are at best limited."

But the memo has something that makes this even better: Penn said they'd never publicly do this. "We are never going to say anything about his background -- we have to show the value of ours," he wrote, adding: "I cannot imagine America electing a president during a time of war who is not at his center fundamentally American in his thinking and in his values."

* As early as December of 2007, Penn was advocating a brutally negative campaign against Obama and even floated the idea of painting him as completely unelectable, a position the Hillary campaign was unwilling to embrace publicly. In a memo on December 30th 2007, on the eve of the Iowa caucuses, Penn wrote that if Obama came out of those contests "riding high," then "we will have to take him down."

One message suggested by Penn: That Obama "took a series of positions that make him unelectable," such as supporting "letting up to twenty-thousand drug dealers out of jail." During a campaign conference call with reporters during the primaries, Penn openly suggested that Obama couldn't win a general election, but the Hillary campaign rapidly distanced itself from Penn's claim. Turns out he was pushing hard for this to be the campaign's position months earlier.

* Penn pressed for aggressive "vetting" of Wright and said that the issue should be raised "without hesitation." As earlier accounts of Green's piece note, in a memo on March 30, 2008, Penn asked: "Won't a single tape of Wright going off on America with Obama sitting there be a game ender?"

In the memo, Penn also wrote that "Obama must be vetted on Wright," adding: "If you believe that serious issues need to be raised then we have to raise them without continual hesitation and we should be pushing the envelope."

* Though Hillary's public position in October of 2006 was that she was wholly focused on re-election to the Senate, Mark Penn was already busy planning the race. A memo written by Penn in October of 2006 sketching out one of his earliest overviews of the race shows that the Hillary team was already focused on the Presidential contest -- and was already forming the "inevitability" strategy.

Wrote Penn: "HRC is the power candidate -- she is perceived as the favored nominee if she runs and so she has to take this position -- and drive it to an inevitable reality."

In an interesting reminder of just how far off Hillaryland's radar that guy from Illinois was, John Kerry, Al Gore, and John Edwards each got their own entry in Penn's memo, while Obama was grouped in with a bunch of others. "Some candidates flirting with the race -- Obama the biggest, Dodd, Vilsak and Biden the smallest," Penn wrote.


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Who cares what Jabba the Fuck-Up had to say?

Oh, I do. It's all very interesting from a historical perspective.

But if you're asking who actually thinks that guy has any valuable insight into politics, well, that's a different question. With a very different answer, I would think.

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Because what Penn suggested is what the McCain campaign will do in full measure. And I am certain that the Obama campaign knows this without being told.

I guess I'm not surprised that Mark Penn is even wrong when he's trying to be sarcastically dismissive (by writing "Save it for 2050" regarding an argument for a multi-cultural presidential candidate).

There is no presidential election in 2050.

These memos read like a job application for Penn to get a job working with Rove and/or the RNC.

Mark Penn is a piece of shit?

who would have guessed?

Basically this explains the Clinton outrage I think. They held fire and were still raked over the coals for running a Republican campaign. Penn wanted to run a Republican campaign.

EXACTAMUNDO!

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Where is there any evidence to support the Clinton campaign categorically rejected Penn's advice here?

If they weren't willing to portray Obama as wholly unelectable, they did point out repeatedly his alleged problems with "white working voters," i.e., non-college grads, i.e., real "fundamental" Americans, etc.

Indeed, it seems that, as is the case with advisers in most any campaign, Hillary acted on some of Penn's "brutally negative" suggestions while rejecting others.

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At best the memos showed that they "held fire" for some period of time. Then they pursued exactly the strategies outlined in the memos.

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"Won't a single tape of Wright going off on America with Obama sitting there be a game ender?"

Looks like it wasn't. Hah.

You saw such a tape?

Mark Penn.

Like Karl Rove -- only fatter and more disgusting.

Fatter, maybe, but nobody's more disgusting than Karl Rove.

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I thought camp hillary did push the obama-as-unlectable line, publicly at that

I guess my memory fails me

We should care because these are the exact lines of attack that McCain will use on Obama. Obama supporters act like the election is already in the bag when Obama's actually getting pummeled by McCain's machine.

Does anyone recall even one Obama line of attack that stands out? In contrast, McCain has a strong relationship with the press and he knows how to get his message out there.

While Obama is vacationing in Hawaii, his negative numbers are going up while McCain is looking more electable everyday.

Whoa there, Mr or Mrs Doomsday. All is not lost because Barack is vacationing in Hawaii. And, no, McCain is *not* looking more and more electable by the day. Scroll down on TPM Election Central and look at his newest and most pitiful ad yet. It's pretty pathetic.
Wake me up when McCain picks Tom Ridge as VP. Once the veeps are announced the gloves are coming off.

What I want to know is are those last two guys in the ad Josh and Greg?

Yeah, none of these claims are held up by the polls. Everything shows the race holding steady, and more recently, McCain's favorables dropping.

Can we trust Bob Kerrey any more than we trust Dick Morris or Mark Penn? They were all part of the Clinton machine (Bill and/or Hillary) and since Hillary lost they would rather have McCain or even Cheney. Loathesome bunch.

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This does frighten me. Obama is still running a race against two opponents: McCain and the Clinton Machine.

Indeed. Wouldn't we all just sh*t if Hillary accepted the GOP VP spot? I know that it'll never happen -- but the way that the Clintons have been acting.........

http://thepajamapundit.com/

This is the way they should have done it.

http://www.johnmccain.com/involving/petition2.aspx?guid=4160d817-603f-4803-8ef7-d83dee46c731

This is honestly funny stuff. Penn was a boob. Make that is a boob.

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Right, and, gee, we all know that the McCain campaign never could have found any footage of fawning idiotic Hillary fans.

If Penn is and was a boob, Billy, doesn't it make you question why your candidate picked him, not just for this campaign but as her major long-time campaign adviser?

Actually, I'm never surprised when otherwise intelligent public figures do things that in retrospect seem stupid. Somebody had to lose. In this case it was Clinton. I don't read much into that.

Granted, the "paint him as unAmerican" suggestion is odious, and the delegate-counting screw up is unforgivable, but in terms of overall campaign strategy, I think Penn came off pretty well in those internal emails. He's still a Jabba the Fuck Up tho.

Surprise---Mark Penn is piece of garbage.

Damn. If Penn had his way on that Jeremiah Wright shit, Obama would've lost.

Oh wait, March 30th? It was too late. Thought that was one dated from earlier.

I can't wait for the TV/Movie version of this never ending Clinton saga...lol.

The Memo makes Hillary look good, and Mark Penn like the animal he is.

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How does Hillary look good when she's responsible for choosing Penn and the rest of the squabbling crew, and for not firmly taking hold of the key decision-making in her campaign?

I'm not sure what's with the rewriting of history that's currently going on. Hillary's campaign did push the "Obama's not electable" narrative. They never said it explicitly, but they frequently talked about how he's "never been vetted"; they said he couldn't win white working-class voters or Hispanic voters (that's where that absurd notion started, and still lingers today, despite evidence to the contrary); they pushed the notion that "only John McCain and I (Hillary) have passed the Commander-in-Chief threshold; Obama just has a speech." Furthermore, I've seen talk about how they rejected pushing the "Obama is not 'American'" meme. They did no such thing. Have people forgotten the pictures they pushed of Obama in African garb? Have they forgotten the fact that some of the original "Obama's a Muslim" smears were being e-mailed right out of Clinton campaign offices, and they had to fire/remove people who were floating that information. Knowing that the "otherness" attack was on the table, it's not so clear that those e-mails were the "mistake" that the Clinton campaign claimed publicly that they were... So, let's keep this real. They pursued a despicable strategy against a fellow Democrat, and worse a fellow American. No rewriting of history will change that.

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I would argue that the Mccain campaign is already trying to paint Obama as "unAmerican and doesn't have American values".

It started with his ad that he's the American president that Americans want to his "celebrity ads" which try to paint Obama as out of touch and "other", etc.

This approach will only increase in time.

And Hillary's camp never did any of this crap, correct? Instead of portraying Penn as a villian, why not portray Hillary as level headed?

I'm still disappointed, given the reaction of Obama on the Russia/Georgia crisis, and of course McCain's reaction, that Hillary isn't the nominee. Clearly the most level headed of the three.

Level headed? On what planet?

Clearly the most level headed of the three.

Hilarious.

She couldn't run her own campaign, how could she run the presidency?

Certainly Bush and Rove have taught us that there is a big difference between getting elected and governing well. No? If we applied your standards to Bush, a two-term President, we'd decide he was the best President in US history.

On March 19, Hillary Clinton said that what she portrayed as Obama's position on a Michigan revote was "wrong, and frankly un-American."

http://thecaucus.blogs.nytimes.com/2008/03/19/clintons-push-for-michigan-re-vote-invokes-civil-rights/

On March 21, Bill Clinton had the more memorable line: "I think it would be a great thing if we had an election year where you had two people who love this country, and were devoted to the interest of this country . . ."

http://www.huffingtonpost.com/2008/03/21/another-bill-clinton-mome_n_92818.html

The second comment was interpreted in different ways. (The Clintons or other politicians would rarely launch an attack like this that wasn't likely to be.) But I find it interesting that they occurred pretty much back-to-back, as if they might have been testing out the "un-American" line of attack.

What an unbelievable DICK. I thought he was working for a democrat, did he go to Faux News with the rest of the bitter members of the Clinton Campaign?

OK, if all is what they say, why didn't they look at Edwards...and point out his longcomings...Since Edwards was draining votes from HRC...

The answer to your question is simple, sir.

To do those things would've involved them running an actually competent campaign.

what's most amusing about all this "Penn-bashing" is that Obama ran a "brutally negative" campaign while Penn was merely writing memos about it.

Ultimately, what these memos show is that Penn was right, and that Clinton's decision to run a wholly-positive, issues focussed campaign through February was her "downfall".

Ultimately, all this Obamatrom outrage over Penn's "foreign" phrase is going to backfire on The One, because Penn's critique is solid (note that no one disputes the premise of Penn's proposal, i.e. that Obama's emphasis on his "multicultural" background is a positive only with the "elites" and a negative with average Americans).

The more focus that is given to the critique, the more it will become internalized by the American people. In their inability to control their CDS, the Obama Personality Cult is doing the GOP's work for them -- the last thing that Obama needs is for the media to keep discussing his "exotic" background, because middle America isn't "exotic."

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To the extent Clinton was running a "wholly-positive, issues focused campaign through February", that's only because she thought she had it locked up. She didn't turn negative to respond to Obama, she turned negative because she was losing.

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From Joshua Green's article:

What is clear from the internal documents is that Clinton’s loss derived not from any specific decision she made but rather from the preponderance of the many she did not make. Her hesitancy and habit of avoiding hard choices exacted a price that eventually sank her chances at the presidency.

As it should be. As I said many times during the campaign, if she can't manage her own staff, she'll be a lousy president. She would have been an incredibly lousy president.

And we should help payoff Clinton's campaign debt so she can pay $5,000,000 to this sleazeball?

I don't think so.

Why is the mainsteam media so obsessed by this. THE FACT IS IT WAS A STATEGY MEMO AND WAS NOT USED. Why don't you focus on John McCain and stop focusing on a consultant who was dismissed by HRC. As a HRC supporter but now an Obama backer, GROW UP!!!!!

It was used. Clinton's campaign waited to do so but as the ship sank they let loose with his suggestions.

This all just goes to show what many of us were saying before about why Clinton could never get the vp nod. Even while in public saying all the right things (and barely since Bill still can't bring himself to do so...) their 'surrogates' are still doing all they can to undermine the dem nominee. Think about it, just because they supposedly didn't use this advice while running against him (although they actually did so I don't know folks are claiming they didn't) by releasing it now it makes no difference. The attack is still made and this time it's coming from a supposed Dem. They're doing McCain's work for him! He can either just let the media take it and run with it or more likely take it himself and run with it. Either way, a freaking Dem strategist is creating and putting out attacks on the Dem candidate for the Repubs to use. Pathetic. Talk about your party unity...

You don't see the other Repub candidate's former campaign staff coming out with their attacks from their primary. No, they're all out there attacking Obama for their nominee or shutting the fuck up. Wouldn't it be nice to see the Dems do the same for their nominee?

I finally figured out why Jeremiah Wright has been silent since Obama denounced him. He has book deal. The book is coming out in October.

proof?

Gloating season ended around June 2. Paying attention to Wolfson is fine, because he is sticking his nose into things. Penn is a distraction. Let him screw up his corporate clients now.

Unbelievably, there are still some in the party that want Obama to pick Hillary as VP?!?! Are you kidding me?? This is the election for the next POTUS not a pilot for a new soap opera.

You guys at TPM are helping McCain advance his race meme by reacting to every appearance of a white female face in McCain ads and focusing on Mark Penn. You ought to focus on ABC and Jake Tapper, who use every excuse possible to reinsert race into this campaign. Obama needs to not react to charges that he is a celebrity and use the skiils he has that made him one. He needs to be on camera speaking instead of stock footage of windmills.

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Privately it was relayed to me from a personal friend of Barack Obama that he said in retrospect he now knew why Clinton lost the primary fight and it was about their entire culture of the campaign upon bringing in some of their staff.

Like or not the Clinton culture were only by degree better than the Rove GOP culture that has completely emasculated the national political scene. They lack a grounding of conscience, which is one of the big undertow currents running through the American political movement. Penn's memo's show serious even adjunct disregard for political ethos outside of winning at any cost. Clinton's team was by definition self-serving, condescending, personally entitled, and arrogant to a losing degree.

The thing is at least they vetted Obama before the GOP attacks did and basically have made Obama's support immune to the attack.

To the extent Clinton was running a "wholly-positive, issues focused campaign through February", that's only because she thought she had it locked up. She didn't turn negative to respond to Obama, she turned negative because she was losing.

so you think that Clinton should have responded with negative campaign ads when Obama and Edwards engaged in their own "brutally negative" campaign tactics?

Clinton stayed positive because that is the kind of campaign she wanted to run -- and she felt she could win with a positive campaign. After super-tuesday, when it became obvious that there were no depths to which Obama would not sink (specifically with his race-pimping, and his use of GOP memes to denigrate Clinton) she reorganized her campaign and went negative.

People complain about negative campaigns, but they don't punish those who engage in it, and don't reward those who put together a positive, issue-oriented message. The CDS on display here proves that Mark Penn was right -- negative campaign tactics are the only way to win.

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