Top McCain advisors team up to form Integrated Web Strategies

PHOENIX: Believing they can offer clients the same thinking that helped John McCain’s long-shot presidential campaign exceed expectations, two of the senator’s top advisers, treasurer Max Fose and deputy campaign manager Wes Gullett, have teamed up to form Integrated Web Strategies.

PHOENIX: Believing they can offer clients the same thinking that helped John McCain’s long-shot presidential campaign exceed expectations, two of the senator’s top advisers, treasurer Max Fose and deputy campaign manager Wes Gullett, have teamed up to form Integrated Web Strategies.

PHOENIX: Believing they can offer clients the same thinking that

helped John McCain’s long-shot presidential campaign exceed

expectations, two of the senator’s top advisers, treasurer Max Fose and

deputy campaign manager Wes Gullett, have teamed up to form Integrated

Web Strategies.



In building their Web-centric consultancy, the partners plan to

emphasize PR. While Fose believes that the last two election cycles saw

the Internet used as little more than a ’billboard,’ he touted 2000 as

’the year of the interactive campaign.’ He said IWS will use Web sites

more as a relationship-building mechanism than as a billboard.



Here’s how the IWS model works: the firm will set up a political Web

site, use PR to drive people to it and encourage visitors to give their

e-mail addresses. Those who do will receive a steady flow of e-mail

designed to encourage repeat visits to the site. By fostering a

relationship, IWS is hoping to turn Web surfers into active donors and

volunteers.



’The idea is to marry the e-mail with the Web site so that they’re

almost interlocking,’ Gullett explained.



Both Gullett and Fose boast more than their share of political campaign

and PR experience. Gullett worked on McCain’s 1986 Senate campaign team,

served as chief of staff for former Arizona governor Fife Symington and

then shifted over to public affairs, PR and campaign consulting firm

High Ground. Fose worked on McCain’s senate staff and the 1996 Phil

Gramm presidential campaign before joining High Ground.



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