Fight Agency’s Fun Approach to Mamdani’s Campaign

At Fight Agency, there’s a guiding principle that resonates with the team: winning often comes down to how enjoyable the campaign is.

This mindset is not just applied to Zoran Mamdani’s run for New York City mayor; it also benefits other candidates like Gina Hinojosa for Texas governor and Graham Platner for the Maine Senate.

“We need to get back to the politics of possibility,” said Morris Katz, a partner at Fight Agency alongside notable strategists such as Rebecca Katz, Julian Mulvey, and Tommy MacDonald.

The agency aims to position both itself and Mamdani in a manner that could help Democrats glean insights from the 2024 election cycle’s missteps, aiming to rejuvenate the party with more compelling candidates and clearer messaging.

Partners at Fight Agency have experience with challenging and unconventional candidates, including Senators Bernie Sanders, Ruben Gallego, and John Fetterman.

Now, they’re guiding Mamdani, who has surged from relative obscurity to become a leading contender for New York’s mayoral seat.

They assert that if Mamdani succeeds, it might reaffirm that candidates with a sincere message can prevail, no matter the obstacles.

Morris Katz articulated the essence of Mamdani’s campaign: “Life shouldn’t be this difficult. New York should be more affordable, and it’s the government’s job to facilitate that.”

“If you examine Zoran’s launch video and then his initial ad, along with our overall campaign message, it’s all been cohesively aligned,” Katz explained. “It’s not a unique strategy, but it seems a bit overlooked in today’s campaigns.”

Transforming the Democratic Party’s strategy involves moving away from a reliance on traditional media, according to Katz.

Alongside grassroots outreach, Fight Agency has specialized Mamdani’s ad placements in popular programming, including games featuring the New York Knicks and shows like “Law & Order” and “The Golden Bachelor.”

“New York, will you accept this rose?” is a line Mamdani uses, nodding to the well-known reality show.

During the Knicks’ opening game, Mamdani broadcast an ad declaring, “New York, this is our year,” showcasing a black-and-white basketball pick-up game.

Interestingly, although Mamdani identifies as a democratic socialist, his advertising strategy even extends to Fox News.

“This isn’t merely a gimmick,” a source familiar with the strategy mentioned. “It’s a means to demonstrate that we believe everyone is worthy. We aim to come to voters, not the other way around.”

Recently, Mamdani’s campaign hosted a press conference focused on “content creators and new media” to broaden its outreach beyond traditional outlets.

The event attracted over 70 creators and amassed more than 31,000 livestreams, reaching an audience of millions.

Supporters of Mamdani’s campaign indicate there are valuable lessons to glean from the recent struggles of former Vice President Kamala Harris.

“What’s vital is that the Harris campaign lacked a compelling narrative, making it susceptible to criticisms and losing support,” an insider remarked. “When a campaign lacks coherence, everything starts to unravel.”

This source pointed out that while Harris shared her past job at McDonald’s, it was Trump’s relatable drive-thru story that resonated more effectively.

“It’s a significant difference,” they continued. “His narrative illustrates the challenges faced by many Americans in a tough economy.”

Mamdani doesn’t share the same background, which some Democrats believe reflects the strategic acumen of his team.

Rebecca Katz, a partner at Fight Agency, has experience with unconventional campaigns, having been instrumental in Fetterman’s success and helping Gallego overcome difficulties in his own Senate pursuit.

“The team’s ability to connect with voters is impressive; they bring a fresh outlook,” noted Democratic strategist Eddie Baer. “She’s well-versed in running effective campaigns that appeal beyond leftist circles.”

Mamdani currently leads polls against former Governor Andrew Cuomo, now an independent, and Republican Curtis Sliwa.

A recent Emerson College/Picus 11/The Hill poll found Mamdani ahead by 25 points, with 50% support against Cuomo’s 25%, while a Quinnipiac University survey showed him leading by 10 points.

Morris Katz highlighted that Mamdani has inspired the party during its efforts to recover from losses in 2024.

“He’s reshaping how the party communicates and invigorating its message,” Katz added, emphasizing the urgency of addressing the affordability crisis.