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Speaker 1: Bloomberg Audio Studios, podcasts, radio news.

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Speaker 2: President Trump announced on truth Social yesterday that Christy Nome,

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Speaker 2: the head of the Department of Homeland Security, wasn't going

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Speaker 2: to be running DHS anymore.

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Speaker 1: President Trump has just announced that Homeland Security Secretary Christy

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Speaker 1: Nome is out of a job.

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Speaker 2: The news seemed to catch many by surprise, including Trump's

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Speaker 2: pick to replace Nome, Oklahoma Senator Mark Wayne Mullen.

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Speaker 3: I gotta be honest with there was an expecting the

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Speaker 3: call today.

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Speaker 2: At the time of the post, Nome was at a

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Speaker 2: law enforcement event in Nashville to deliver a keynote address.

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Speaker 3: Good afternoon, everybody, how are you?

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Speaker 2: Her presentation came and went without a single mention of

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Speaker 2: the news that she had been fired and was getting

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Speaker 2: another role as Special envoy for a new security initiative.

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Speaker 3: God bless you, and may God continue to bless our

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Speaker 3: great country a great day.

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Speaker 2: The shakeup didn't come entirely out of the blue. Earlier

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Speaker 2: in the week, Nome faced two intense days of grilling

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Speaker 2: before the House and Senate Ju Dae Shary committees about

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Speaker 2: alleged misconduct during her tenure at DHS. There was a

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Speaker 2: lot that lawmakers from both parties wanted to discuss, including

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Speaker 2: the killing of two American citizens by immigration enforcement in Minnesota.

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Speaker 2: But there was one issue that really got Trump's attention

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Speaker 2: in ad campaign.

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Speaker 1: I'm Christy nom the United States Secretary of Homeland Security.

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Speaker 1: Thank you President Donald J. Trump for securing our border,

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Speaker 1: for deporting criminal illegal immigrants, and for putting America first.

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Speaker 1: President Trump.

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Speaker 4: I mean, Trump didn't explain why he fired her, but

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Speaker 4: we know that she was all over the news about

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Speaker 4: how he was handling the agency, and both sides were

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Speaker 4: not happy with her answers.

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Speaker 5: Senator John Kennedy from Louisiana singled this ad campaign out,

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Speaker 5: grilled her about why she initiated the campaign, how the

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Speaker 5: contracts were awarded, whether she actually received consent and approval

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Speaker 5: from the president before she heavily featured herself.

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Speaker 2: Elena Sanchez Casado and Eric Fan worked together to report

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Speaker 2: new details of this ad campaign.

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Speaker 5: And I remember her answer at the time was, the

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Speaker 5: campaign has been very effective. We did everything by the

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Speaker 5: books and President Trump asked me to do this. And

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Speaker 5: after that there were reports that Trump denied having instructed

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Speaker 5: her to conduct the campaign this way, and that seemed

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Speaker 5: to be one of the core reasons that she was fired.

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Speaker 2: I'm Sarah Holder, and this is the big take from

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Speaker 2: Bloomberg News today. On the show, Bloomberg's investigation into the

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Speaker 2: two hundred and forty million dollar ad campaign that helped

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Speaker 2: cost Christy Nome her job at DHS and what impacts

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Speaker 2: the ads actually had. So I want to go back

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Speaker 2: in time to about a year ago when this ad

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Speaker 2: campaign actually kicked off. What do these ads look and

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Speaker 2: sound like? Can you describe them for me?

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Speaker 5: Sure?

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Speaker 4: We have two types of ads right, like ones that

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Speaker 4: are actually pushing people to self deport.

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Speaker 1: President Trump has a clear message for those that are

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Speaker 1: in our country illegally. Leave now. If you don't, we

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Speaker 1: will find you and we will deport you.

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Speaker 4: These ads are saying it's like, if you leave this country,

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Speaker 4: we're gonna give you this thistiment that is going to

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Speaker 4: help you to relocate. If not, we're gonna chase you.

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Speaker 4: You're not gonna be able to come back. And the

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Speaker 4: images show mostly Latino immigrants. And then we have another

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Speaker 4: set of ads that are focused on as recruitment.

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Speaker 6: In too many cities, dangerous illegals walk free as police

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Speaker 6: are forced to stand down, join ice and help us

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Speaker 6: catch the worst of the worst with bonuses up to

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Speaker 6: fifty thousand dollars and generous benefits.

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Speaker 4: So we have two very distinted ads, self deportation and

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Speaker 4: ICE recruitment.

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Speaker 2: And there's been a lot of talk about how much

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Speaker 2: DHS was committing to spend on that ad campaign two

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Speaker 2: hundred and forty million dollars, though not all of that

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Speaker 2: has been spent yet. How does that amount of funding

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Speaker 2: compare to other ad campaigns that have been run by

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Speaker 2: the federal government.

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Speaker 5: It is by far the largest ad marketing campaign in

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Speaker 5: DHS history, and among the largest across all federal agencies.

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Speaker 5: If you look at the numbers, it's only behind the

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Speaker 5: DoD SO, the military, and the COVID ads.

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Speaker 2: And so the government was spending a massive amount of

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Speaker 2: money on these ads that were pushing immigrants in the

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Speaker 2: US to leave the country that we're trying to get

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Speaker 2: new ICE agents to join the agency. I want to

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Speaker 2: talk about how these ads ended up on the air,

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Speaker 2: and I want to break this down into two parts. First,

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Speaker 2: how a government ad campaign would normally work, and next,

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Speaker 2: how this campaign worked. So, of course DHS doesn't make

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Speaker 2: these ads, and how do they work with private companies?

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Speaker 2: How do they pick which companies they work with, what

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Speaker 2: processes do they have to go through.

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Speaker 5: So usually when you have a federal contract, you have

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Speaker 5: a standard procurement process where you open up the bit,

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Speaker 5: you have some requirements, you have some project to do,

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Speaker 5: and you welcome the private contractors coming and submit their

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Speaker 5: proposals and whoever can do the job, the cheapest and

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Speaker 5: the best would receive the work. So that's a full

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Speaker 5: and open competitive process. That was not what happened in

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Speaker 5: this case because the DHS under Christinome handpicked four companies

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Speaker 5: that this is according to their own document to bid

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Speaker 5: on this process.

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Speaker 2: This is a public document leased by DHS which used

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Speaker 2: this border emergency declared by Trump to justify the agency's

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Speaker 2: move to bypass full and open competition.

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Speaker 5: And only three of them actually made the bid and

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Speaker 5: two of them were selected. But according to public records,

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Speaker 5: all three companies are very tightly connected to either DHS

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Speaker 5: officials or Trump campaign advisors. So the entire process also

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Speaker 5: happened very very quickly. The first ad was aired just

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Speaker 5: about the month after Trump's inauguration, and everything was justified

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Speaker 5: because Trump declared a national emergency at the southern border,

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Speaker 5: which allows these contracts to bypass for competitive bidding.

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Speaker 2: Tell us a little bit about the companies that they chose.

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Speaker 4: So we have two main companies that appear on federal

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Speaker 4: procurement records. One is People who Think and they all

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Speaker 4: three Save for American meete Yeah, sa if American Media

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Speaker 4: got more than one.

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Speaker 7: Hundred and forty two million dollars.

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Speaker 4: And what is very interesting is like this company didn't

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Speaker 4: exist eight days before getting this huge contract.

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Speaker 5: And what we are investigation reviews is they then subcontract

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Speaker 5: most of the work to other more established companies.

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Speaker 2: Right, Save American Media subcontracts with these media buyers who

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Speaker 2: then placed the TV ads. Let's talk about the other

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Speaker 2: main company that was contracting with DHS People who Think LLC.

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Speaker 2: What did you find out about that?

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Speaker 5: So People who Think received slightly smaller contract compared to

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Speaker 5: Sive American Media to execute an international version of the

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Speaker 5: deportation ads campaign. This company is linked to Corey Lawandowski

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Speaker 5: Christinome's Top eight. It was co founded by a former

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Speaker 5: Trump campaign media advisor who worked on his twenty sixteen campaign.

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Speaker 2: Lewandowski had overlaps with both of these companies.

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Speaker 5: Right.

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Speaker 2: You reported that in the past Lewandowski had worked on

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Speaker 2: the same political ad campaigns as People Who Think, and

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Speaker 2: he'd worked on political ad campaigns with media buyers that

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Speaker 2: were hired by Safe America Media. And there's also been

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Speaker 2: reporting about this other company involved in the DHS ad campaign,

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Speaker 2: which was run by Ben Yoho, the husband of former

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Speaker 2: DHS Assistant Secretary Trisha McLaughlin. Why do all these linkages matter?

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Speaker 2: What's significant about all these ties?

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Speaker 4: What seems very problematic here is like the agency bypass

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Speaker 4: a full competitive bit process. Right, it was DHS who

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Speaker 4: decide the companies that will be able to work on

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Speaker 4: these all without any kind of transparency of why they

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Speaker 4: choose those companies, why they were better than others.

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Speaker 2: Was there anything that they said that explained what went

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Speaker 2: into their choice of contractors.

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Speaker 7: They didn't really explain why they.

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Speaker 4: Choose those contractors, but they seem very happy with their results.

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Speaker 4: In one of the phrases that we got from them,

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Speaker 4: it's like, it's pretty clear that we have made a

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Speaker 4: good selection because this campaign has been widely successful.

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Speaker 7: That's how they.

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Speaker 4: Somehow usedify the companies working on this campaign.

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Speaker 5: They also said they did everything by the book. They

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Speaker 5: said career officials managed the process. But when We asked them,

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Speaker 5: did Christine nom personally approve those contracts, because they had

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Speaker 5: a pressure release last year that NOME personally approves everything

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Speaker 5: about one hundred thousand dollars to save taxpayer money. They

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Speaker 5: confirmed that no, and the White House Budget Office approved

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Speaker 5: the contracts. Of course, when we asked them about the

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Speaker 5: connections to Landowski to other Trump advisors, they didn't response.

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Speaker 2: And how did the companies involved respond to your reporting?

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Speaker 5: See if American Media the lead winner of the contract.

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Speaker 5: They we couldn't find them. A lot of our colleagues

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Speaker 5: have tried, other news all as have tried, but it

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Speaker 5: appears that they don't have an office, don't have a website,

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Speaker 5: don't have an email address, don't have a phone number.

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Speaker 5: The only clue we had was this residential home owned

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Speaker 5: by this Republican media consultant, and we went to that home.

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Speaker 5: We knocked on the door, We knocked on the door,

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Speaker 5: we slipped our letters, you know, and.

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Speaker 4: We got actually finally a phone number and animal for

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Speaker 4: this consultant.

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Speaker 7: We sent our questions.

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Speaker 4: He never answered and saying for people who think we

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Speaker 4: sent a letter, we send animal.

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Speaker 7: We called them multiple times and we never got a response.

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Speaker 2: So what kind of impact did this pricey DHS ad

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Speaker 2: campaign have. That's next, Dan and Eric. In addition to

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Speaker 2: looking at which companies were being paid to make and

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Speaker 2: place these ads for the Department of Homeland Security, you

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Speaker 2: also looked at where these ads were running and who

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Speaker 2: might have been seeing them. So, Eric, what data did

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Speaker 2: you look at to figure this out?

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Speaker 5: So to figure out where the ads are running, how

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Speaker 5: they're being targeted at different populations and audiences we look

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Speaker 5: at We used add Impact Data, which is a at

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Speaker 5: tracking company. In total, we found over ninety two thousand

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Speaker 5: ads across the country in all fifty states, over thousand

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Speaker 5: TV stations and this is only broadcast right that. There

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Speaker 5: are also digital TV, there's there are other formats and

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Speaker 5: these ads are absolutely everywhere. And the deportation ads they

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Speaker 5: are mostly targeted at the border states UH in the

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Speaker 5: south and sanctuary cities in the north. And what we

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Speaker 5: found was the targeting was not always consistent. For example,

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Speaker 5: Georgia has a lot more undocumented immigrants compared to Nevada

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Speaker 5: and Arizona. This is according to the DHS own estimates. However,

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Speaker 5: the two western states were bombarded by deportation ads, where

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Speaker 5: Georgia was largely ignored.

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Speaker 4: I think with those numbers shows like there's a disconnection

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Speaker 4: between where those ads were er and were DHS own

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Speaker 4: estimates said that they're more illegal or documented immigrants.

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Speaker 5: If you look at the market, the media market that

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Speaker 5: they target, the recruitment versus deportation. Georgia is a prime

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Speaker 5: example that they're undertargeted by deportation ads but over targeted

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Speaker 5: by ice recruitment commercials. One commercial that specifically caught out

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Speaker 5: Atlanta police officers ran over a thousand times between September

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Speaker 5: twenty nine and October thirteen, proclaiming, quote, you took a

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Speaker 5: note protect and serve, but in centric cities in order

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Speaker 5: to stand down with dangerous illegals walk free. And it's

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Speaker 5: worth noting that there is a Georgia law that mandates

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Speaker 5: local police officers to cooperate with IGS, and in fact,

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Speaker 5: the Trump's own Justice Department removed Atlanta from their list

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Speaker 5: of central cities. So it's unclear to us why this

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Speaker 5: ad that's super targeted at recruiting Atlanta police officers still

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Speaker 5: said Atlanta was a century city, even after the administration's

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Speaker 5: Justice Department had removed the city from the list.

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Speaker 2: What does your an aunswer say about how effective they've

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Speaker 2: been according to the metrics that the administration laid out.

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Speaker 2: Let's start by talking about the ICE recruitment ads.

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Speaker 4: So in order to better understand what was the impact

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Speaker 4: of this campaign that is specifically targeting local police officers,

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Speaker 4: we asked every police department at the top of our list,

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Speaker 4: and what we heard from Miami, for instance, like they

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Speaker 4: haven't been affected. Dembers said the same to us, like

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Speaker 4: we are not losing officers that are leaving to join ICE.

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Speaker 7: And then the.

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Speaker 4: Three other police agencies didn't respond or they said we

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Speaker 4: don't know if ore officers that are actually living are

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Speaker 4: living to join ICE forces. So it's unclear how effective

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Speaker 4: is this campaign that's trying to combine local officers to

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Speaker 4: join ICE.

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Speaker 5: The department does put out press release saying that the

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Speaker 5: recruitment campaign was went about expectations, they doubled the ICE

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Speaker 5: officers workforce, that it's been wildly successful. They did not

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Speaker 5: respond to our question how much of that success can

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Speaker 5: be attributed to the air campaign. What's interesting about the

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Speaker 5: ICE recruiting ads is it seems to have avoided all

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Speaker 5: the Spanish speaking TV stations and what former police chiefs

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Speaker 5: and other experts have told us was historically, both ICE

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Speaker 5: and CBP had made intentional efforts to recruit Spanish speaking

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Speaker 5: officers given their work and they need to interact with

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Speaker 5: undocumented immigrants, all of whom speak Spanish.

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Speaker 2: I want to talk about the self deportation ads as well.

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Speaker 2: What impact have these ads had on immigrants who might

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Speaker 2: be considering leaving the country and on their communities who

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Speaker 2: are seeing these ads.

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Speaker 5: The DHS claims over two million quote unquote illegal aliens

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Speaker 5: had left the country last year, but experts said that

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Speaker 5: number is likely a misinterpretation of survey data, that the

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Speaker 5: real figures likely sit between two hundred thousand to four

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Speaker 5: hundred thousand. So we're talking about undocumented immigrants who are

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Speaker 5: leaving as a result of this marketing campaign, and it's

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Speaker 5: actually very hard to estimate the precise number. What the

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Speaker 5: experts are saying is there are two factors that will

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Speaker 5: work here. It is possible that a lot of immigrants

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Speaker 5: get scared and they hear this message and they are

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Speaker 5: persuaded to leave. It's equally likely that a lot of

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Speaker 5: them are persuaded to stay because they figured it will

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Speaker 5: be harder to return once they leave. Under the current environment.

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Speaker 5: What the experts told us was the vast majority of

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Speaker 5: reduction in immigration that you placed last year was the

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Speaker 5: result of reduced inflow, meaning that much fewer people receive

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Speaker 5: visas to come in across the border because they were

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Speaker 5: discouraged under dominstation policies.

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Speaker 4: We have done a lot of reporting talking with immigration counselors, organizations,

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Speaker 4: but also immigrants both like documented and undocumented, And what

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Speaker 4: we have here is like this campaign has created a

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Speaker 4: lot of fear, a lot of anxiety. They have been

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Speaker 4: feeling targeted. They thought that this is racist the way

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Speaker 4: that you know this is framed. And what we have

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Speaker 4: here is that this is specially problematic for kids that

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Speaker 4: have been exposed to this kind of content and they

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Speaker 4: ask their parents are you illegal? Are you a criminal?

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Speaker 4: We have heard also about instances where children have been

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Speaker 4: arrests because of this campaign. So we know that it's

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Speaker 4: creating fear, anxiety. Not sure you know if many people

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Speaker 4: are combined to live, but what we know is like

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Speaker 4: at least they're really suffering from the content of this campaign.

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Speaker 2: So in that way, these ads could have had a

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Speaker 2: profound impact on some families. When did these ads get

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Speaker 2: on the radar of lawmakers and in what context did

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Speaker 2: this issue come up in the congressional hearings.

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Speaker 4: Back in March twenty twenty five, Bennie Thompson, ranking member

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Speaker 4: on the House Committee on Homeland Security, as Chris Non

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Speaker 4: office to provide all documentations and exchanges about this campaign.

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Speaker 4: Dh IS never reply to Benny Thompson, who sent another

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Speaker 4: request back in November asking for the same documents any

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Speaker 4: kind of communication related to the campaign. DHS didn't reply

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Speaker 4: in November. Also, we saw a couple of letters from senators.

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Speaker 4: We have like a set of different congress people, lawmakers

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Speaker 4: asking about the campaign multiple times, and DHS never responded

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Speaker 4: to their questions about how the campaign started, how the

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Speaker 4: HS picked the companies, how effective it was, and what

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Speaker 4: was the involvement of some of Trump administration officials on

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Speaker 4: picking the companies running those campaigns. We know that for

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Speaker 4: the last couple of days, she was really being the

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Speaker 4: center of attention during those hearings.

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Speaker 7: I think hardly there she was being questioned.

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Speaker 4: I think she didn't provide the answers that confines you know, even.

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Speaker 5: Trump, especially Senator John Kennedy from Louisiana, that exchange where

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Speaker 5: he singled this a campaign out.

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Speaker 8: How do you square that concern for waste, which I

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Speaker 8: share with the fact that you have spent two hundred

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Speaker 8: and twenty million dollars running television advertisements that feature you prominently.

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Speaker 3: Sir, the President asked me with getting the message out

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Speaker 3: to the country and to other countries where we were

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Speaker 3: seeing the invasion come from, with putting commercials out that told.

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Speaker 5: The equivaled that the campaign was efactive in promoting your

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Speaker 5: own image. Christy Home personally, she was heavily featured. All

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Speaker 5: the deportation ads were narrated by Noam herself. She was

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Speaker 5: very prominent. She was in front of the camera most

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Speaker 5: of the.

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Speaker 2: Ad at Mount Rushmore.

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Speaker 5: One of them at Mount Rushmore she was on a horse.

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Speaker 5: And in almost all the deportation ads she thanked Trump

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Speaker 5: or complimented the president's immigration policy. And so you have

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Speaker 5: Christynome personally very prominent in them. You have TV foolage

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Speaker 5: of aggressive ice tactics on the street, and you have

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Speaker 5: President Trump signing bills, walking to meetings, saluting to officers,

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Speaker 5: with Nome complimenting and thanking the President for his leadership.

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Speaker 2: So, Eric, what you're saying is, you know these ads

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Speaker 2: were not only effective in raising Christie Nome's profile, but

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Speaker 2: perhaps they were effective in raising Trump as well.

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Speaker 5: Yes, I mean that's that was Noman's argument at their hearing.

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Speaker 5: She said, the President wanted me to do these ads

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Speaker 5: and thank him in these adds, and that's what That's

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Speaker 5: exactly what she did. She thanked the President in pretty

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Speaker 5: much every one of the deportation ads.

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Speaker 2: What do we know about how the President reacted to

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Speaker 2: her claim that he had signed off.

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Speaker 4: We know he's apparently he denied or at this he's

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Speaker 4: he didn't recall that happened in the same way that

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Speaker 4: Christinham described it.

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Speaker 5: You know, allegedly Senator Kennedy had this conversation with the

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Speaker 5: President after which he said the gnom is dead as

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Speaker 5: a fried chicken.

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