Nithya Raman's mayoral bid to enlist controversial Fight Agency for TV ads
Nithya Raman’s mayoral campaign announced plans to work with the contentious consulting firm Fight Agency for television advertising, drawing criticism from Karen Bass’s campaign and a boycott call from Democratic Socialists of America members.
Los Angeles City Councilmember Nithya Raman disclosed that her mayoral campaign intends to engage Fight Agency to create television advertisements, a firm noted for work on Zohran Mamdani’s New York mayoral race and the aborted Maine Senate campaign of Graham Platner. The decision provoked immediate condemnation from the campaign of incumbent mayor Karen Bass, whose spokesperson asserted the campaign never sought the agency’s services, while Fight Agency’s Michael Mikail confirmed a prior, unfulfilled request from Bass’s camp.
Hundreds of Democratic Socialists of America members have issued a boycott appeal against both the agency and its consultant Morris Katz, citing past controversies surrounding Platner’s allegations and Nazi-symbol tattoo. Raman’s team said talks with Fight Agency started in February but no formal agreement is in place. The Bass campaign labeled the issue a distraction and a liability for Raman. An independent expenditure group supporting Bass is being advised to heed the DSA’s letter, and Fight Agency’s role in Mamdani’s successful ad campaign remains highlighted.
Why it matters
The hiring choice could affect Raman's mayoral prospects and highlights tensions over controversial political consultants.
How the sides frame it
HIGH AGREEMENTBoth camps report Raman’s plan to hire Fight Agency, note Bass’s campaign criticism, and highlight the agency’s controversial background, though the right-leaning coverage labels the hire a “major liability” and stresses its progressive branding.
LEFT
Left-leaning coverage frames the story as a controversial hiring that sparks condemnation and a boycott appeal.
RIGHT
Right-leaning coverage frames the story as a risky, liability-laden move by Raman, emphasizing the agency’s progressive image and past controversies.
The left emphasises
- controversial Fight Agency
- condemnation from Bass’s campaign
- boycott appeal by Democratic Socialists of America members
The right emphasises
- major liability for Raman’s campaign
- agency’s past work for Graham Platton, a candidate mired in controversy
- warning the firm could spin Raman’s record on homeless encampments
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