ABOVE THE FOLD
It’s not just staffers on the rise this summer — it’s tensions, too.
While ambitious aides jockey for influence inside Queen’s Park, outside the Leg, BONNIE CROMBIE is facing fresh heat from within her own party over a series of Facebook ads — paid for by the Ontario Liberals — that promote her, not the fight against DOUG FORD.
Some insiders say the Grit captain is using party money to save her own skin ahead of September’s leadership review. The party brass insists it’s all part of a digital-first push to re-engage members after February’s election gains.
But what’s raising eyebrows is the targeting: the ads are powered by Data Sciences — the Liberals’ pricey member file gatekeeper — and they’re aimed squarely at card-carrying Grits, including those who would have a say on whether Crombie should stick around at the AGM.
Plus: A fresh batch of staffers are on the move, especially in the Premier’s Office.
First in Observer — AD WATCH — This summer’s edition of QPO’s Ad Watch is all about the Liberals. That’s because, according to Meta’s ad library disclosures, they’re the only main party besides the Greens that are pumping out significant promos right now.
The good: Launched last week, the party-funded ads are running from Crombie’s Facebook and Instagram pages with an estimated audience up to 500,000 and a spend of up to $199 per ad. In them, Crombie is featured prominently, sitting in an armchair and looking directly at the camera to pump up the Liberals’ election gains. Clips of caucus and members are spliced throughout.
“There will be a time to talk about the next election, but now is the time to re-engage the grassroots,” Crombie says, noting the party clinched recognized status with five new seats, improved its vote share in 102 out of 124 ridings, and scored 30 per cent of the popular vote. “We will use the learnings from this campaign to make sure the next campaign is run differently. We must evaluate and build on our strengths and identify and address our weaknesses.”
Party spokesperson MADALYN CALZAVARA said the promos are all about keeping “our grassroots engaged and excited” and “the momentum going.”
“Bonnie’s specifically using her platform to spotlight the party’s wins and bring people back into the fold. She’s focused on building the team, growing our movement, and keeping the Liberals energized, all of which helps us take the fight to Doug Ford and the PCs.”
The bad: But — and it’s a biggie — some aren’t buying that explanation, saying Crombie is using party cash to shore up her own support ahead of September’s high-stakes leadership review, when she should be using it to fight the PCs.
“Bonnie isn’t using party money to go after Ford — she’s using it to save herself,” said one senior Liberal who supported Crombie in the last leadership race.
The ugly: One Liberal who’s planning to be at September’s convention sent me the proof after being shown the ad, which uses a hashed list from Data Sciences — the keeper of Liberalist, the party’s massive supporter contact database. As I previously scooped, Data Sciences is one of the party’s top-paid vendors, raking in a whopping $1.13 million last year.
It’s rubbing some Grits the wrong way. Said one seasoned member: “With most of her leadership team on the party payroll, is there anyone supporting Bonnie Crombie who hasn’t been paid off?”
Meanwhile: The Greens are pushing promos about protecting endangered species and shutting down the Ford government’s 401 tunnel vision.
As for the PCs: There is one active ad running (circa February 2024). It’s all about “lower taxes,” “more jobs,” and — you guessed it! — their self-satisfied ability to “get it done.”
First in Observer — STAR STAFFERS — I asked readers to name-drop the folks in government and opposition who are quietly (or not-so-quietly) climbing the ladder — and y’all delivered. First up: the must-know operatives making moves inside Premier DOUG FORD’s inner circle.
ALYSSA BEST is the one to watch in Ford Nation, especially on the policy side. With serious finance and health policy chops, she’s now officially (and LinkedIn-officially) heading up the budget, health, and social policy in PO, working closely with chief of staff PATRICK SACKVILLE and principal secretary TRAVIS KANN. A former budget whisperer in Finance Minister PETER BETHLENFALVY’s camp and ex-D-Pol for health, Best has shaped two of the most high-impact files at Queen’s Park.
Word is she’s beloved by bureaucrats too — including Cabinet Secretary MICHELLE DiEMANUELE — which goes a long way when you’re trying to thread the policy-politics needle.
As one senior insider put it: “She’s kind of a badass…someone who sticks to her guns and proves people wrong. A lot of folks underestimated her — but not anymore.”
She’s also hiring. If you’re a wannabe policy wonk, this is a rare chance to learn from the Best — literally.
Also on the rise: HAMISH WRIGHT is moving up fast. Just a year after joining PO, he’s been promoted to executive director of transportation and labour policy — two high-stakes files with plenty of heat at the moment.
Wright brings deep experience, having previously served in senior policy roles under the Ministers of Transportation and Treasury Board, and even did time on the Hill with federal Conservative leader PIERRE POILIEVRE. Now he’s in the thick of it, just as tensions ramp up over transit and labour.
From behind the decks to behind the desks: A pair of part-time DJs are also climbing the policy ranks in PO.
ALEEM SUFI is has signed on as special adviser, executive operations to the chief of staff, reporting directly to Sackville. As I previously scooped, Sufi was campaign manager for ex-MPP PATRICE BARNES in Ajax, and also did a stint as then-Education Minister STEPHEN LECCE’s senior policy manager. He’s no stranger to a Tory bash, and was paid $7,500 by Barnes’s campaign, on top of the $2,000 cut for Gorilla Management, his event planning firm.
SHAWN BECKETT — another longtime Ford adviser and Gorilla alumni — was recently bumped up to the Premier’s executive director of policy for digital and strategic resources. These two know how to drop the beat — and a briefing note.
Go deeper: It’s been a summer of staff shakeups in PO.
More Movers and Shakers: Agriculture Minister TREVOR JONES has poached a deputy chief of staff for communications from Red Tape Reduction Minister ANDREA KHANJIN. That would be SEHAR MALIK, who was also a senior adviser on ANA BAILÃO’s 2023 civic campaign in Toronto.
⭐ Know a star staffer on the rise? No judgment if it’s you — I love a good humble-brag. Send me their names and I just might shout them out in the next edition. Reach out to sabrina@qpobserver.ca, or just reply to this email.
HAPPENING TODAY
DOUG FORD’S WEDNESDAY — 7 a.m.: The Premier is hosting his annual PC Leader’s Golf Classic fundraiser in Mississauga. Tee-off for $1,000 a pop. Invite.
— 4 p.m.: Ford will be on hand in Brampton for the unveiling of a memorial art exhibit honouring the late BILL DAVIS, former Tory premier and Brampton native. Also in tow: Mayor PATRICK BROWN and TVO’s STEVE PAIKIN, who literally wrote the book on Davis.