Two companies with ties to veteran political operatives received at least $23 million in commissions for their role in the controversial Department of Homeland Security ad campaign that helped lead to Secretary Kristi Noem’s ouster.
One of the firms, Safe America Media, received at least $15.2 million and was formed last February just a few days before it was awarded the limited-bid contract to work on the overall $220 million, taxpayer-funded ad campaign, according to an internal DHS memo and three people familiar with the contracts who were granted anonymity because they weren’t authorized to speak publicly about the contracts. Safe America Media was run by Republican operatives Mike McElwain and Patrick McCarthy, who have ties to a firm that did extensive media buying on President Donald Trump’s 2024 campaign.
The second firm, People Who Think, received at least $7.7 million from its 10 percent commission on a portion of the $220 million, according to the memo, which was written by DHS Deputy Under Secretary for Management Paul Stackhouse, and reviewed by POLITICO. People Who Think was co-founded by Jay Connaughton, who did work for Trump’s 2016 campaign and has reportedly worked for other conservative politicians and causes.
The March 3 DHS memo noted there was only a “limited competition” for the awarded contracts because of the “urgent and compelling need” for the ad campaign. It also stated that People Who Think’s 10 percent commission for international advertising and Safe America Media’s 12 percent commission for domestic advertising was below the industry norm of 15 percent.
Besides military recruiting efforts and Covid-19-related campaigns, the DHS ads were the most expensive U.S. government marketing campaign in the last 10 years, Bloomberg reported.
The information about the contracts add new details to the ongoing fallout over DHS’s $220 million ad campaign, which included a video of a cowboy-hat clad Noem riding a horse at Mount Rushmore. It also highlights how political operatives were awarded contracts worth millions of dollars with seemingly little oversight or guardrails — including from President Donald Trump, who White House officials have said did not sign off on the ad campaign.
The ads became a sore spot within the White House, including with Trump, because they fed into a perception that Noem used her position to set herself up for a future political run.
“Safe America Media submitted a proposal for and was awarded a contract to support DHS’s nationwide public awareness campaign, and committed substantial resources to meet an accelerated timeline on budget,” Safe America Media lawyer Joseph Folio said in a statement to POLITICO. “We look forward to providing additional information to address inaccuracies in the public reporting and ensure the record accurately reflects the scope and context of that work.” It’s unclear what he is referring to and a spokesperson didn’t respond to a follow-up question.
McCarthy, McElwain and Connaughton didn’t respond to requests for comment and People Who Think could not be reached for comment. A spokesperson for DHS declined to comment.
Republican Sens. Thom Tillis of North Carolina and John Kennedy of Louisiana, along with Democrats, grilled Noem when she testified before Congress in early March about the DHS ad campaign. At one point during the hearing, a clearly frustrated Tillis threatened to halt all Senate business if Noem refused to provide information about immigration enforcement in his home state, while Kennedy probed Noem about the ads and derided them for only being “effective in your name recognition.”
Noem has defended the campaign by saying the ads helped encourage two million immigrants to self-deport and thus saved billions of dollars.
Noem was also asked during the hearing about the Strategy Group,which worked to make some of the ads for Safe America Media. The Strategy Group is run by Ben Yoho, the husband of Noem’s former right-hand communications aide Tricia McLaughlin. McLaughlin has said she recused herself from the campaign, and DHS general counsel James Percival has backed her up publicly on questions about the matter and said she was not involved in selecting subcontractors.
In a response to inquiries from Sens. Richard Blumenthal (D-Conn.) and Peter Welch (D-Vt.), both members of the Senate Homeland Security Committee, Yoho said his company was only hired as a subcontractor by Safe America Media for ad production worth $226,000.
Asked about his role in this ad campaign, Yoho referred POLITICO to the letter.
Welch’s office told POLITICO that they have talked with legal representatives for People Who Think and Safe America Media but have not yet received responses to their questions. They said they expect to hear from them soon.
Safe America Media LLC placed some of the DHS ads through Strategic Media Services Inc., which received more than $269 million from Trump’s campaign in 2024, according to FEC records. SMS used the same office address on corporate registrations between 2013 and 2021 as Designated Market Media Inc., which McElwain is the president of.
SMS didn’t respond to a request for comment.
