Safe America Media, which was formed just eight days before it received a massive $220 million ad contract, received at least $15.2 million from a 12 percent commission, according to an internal DHS memo and three people familiar with contracts. 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. The memo noted that there was only a “limited competition” for the contracts, due to an “urgent and compelling need,” and that the commission rates were beneath industry standard.
Safe America Media LLC then subcontracted Strategy Group, a media company headed by the husband of Tricia McLaughlin, who served as a spokesperson for the DHS. The outgoing secretary was reportedly put in touch with the agency by Corey Lewandowski, Donald Trump’s former adviser and Noem’s rumored beau.
McLaughlin said that Safe America Media was reportedly selected for the contract because of the men who ran it: veteran GOP media operative Mike McElwain and his top ad maker, Patrick McCarthy. The duo have ties to a firm that did extensive media buying for Trump’s 2024 presidential campaign. People Who Think was co-founded by Jay Connaughton, who worked for Trump’s 2016 campaign. The firm worked on a campaign for Louisiana Governor Jeff Landry that also hired Lewandowski and Strategy Group.
