Fred Newton Davis III (born c. 1952)[1] is an American Republican Party strategy and media consultant who is best known for creating political campaign ads for candidates.
The slogan caught on across the state helping propel the unknown Snyder past several statewide office holders into a primary win without a runoff, then the general election.
He created a well-known 2010 ad for U.S. Senate candidate Christine O'Donnell which featured her declaring she was "not a witch", in response to the re-airing of past statements made by her about her interactions with non-Christian religious practices.
[6][7][8] In February 2012, Davis authored a controversial ad for Representative Pete Hoekstra for his Senate campaign against incumbent Democrat Debbie Stabenow.
[11] In 2012, Davis' firm prepared a 57-page plan (commissioned by billionaire Joe Ricketts) for a $10 million campaign attempting to stop the re-election of President Obama.
A copy of the proposal document was released by a person unconnected to the ad campaign to The New York Times, after which it was roundly lambasted in external commentary.