Targeted Victory, one of the biggest players in Republican digital politics, is starting a new public-affairs division with Sen. Marco Rubio's former chief of staff Alberto Martinez as its executive vice president, Politico reported on Tuesday.
Targeted Victory's expansion comes just a few months after it downsized some of its operations following President Donald Trump's election victory.
That shakeup was seen as symbolic of the new dynamics in Republican consultant politics after Trump's surprise win.
During the campaign, Trump looked elsewhere for technology help and for targeting legwork instead relied heavily on first-party voter matching and on platforms, especially Facebook, ad exchanger reported.
However, despite that setback, Targeted Victory still has clout as it had a major role in helping Senate Republicans with their reelection efforts during the last campaign and handles, for example, strategic consulting for House Speaker Paul Ryan, Politico reports.
The company's newfound expansion is seen as a sign that GOP players in Washington believe there is potential for new profits since Republicans control the White House and both houses of Congress.
Martinez, who started serving as a Rubio adviser when he became Florida House speaker in 2007 and 2008, said: "No public affairs team in Washington has the digital DNA of Targeted Victory, and no digital firm can offer our comprehensive strategic communications solutions."
Martinez briefly left Rubio's employment in 2012 and had a role in Mitt Romney's presidential campaign, where he worked with Zac Moffatt, who went on to co-found Targeted Victory.
In hiring Martinez, Moffatt praised him for his experience and vast skills, including being bilingual.
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