George W. Bush [3] nominated his campaign media strategist Mark McKinnon [4] to serve on the Broadcasting Board of Governors [5], which oversees U.S.-funded international media outlets including Radio Sawa [6], Al Hurra [7] and Voice of America [8]. Half of the top 50 Bush reelection campaign expenditures went to McKinnon's firm Maverick Media [9], totaling $170 million [10]. (While the majority of the money went towards campaign ads, the standard commission for media consulting firms is 15 percent, according to Campaigns & Elections.) "I think the most important thing to recognize is that in all the campaigns with President Bush, it always begins with the president saying: 'Here are the things I care about. These are the things I want to talk about. Now, you guys can go and execute the plan however you want to, but this is what I'm talking about; this is what I believe in,'" McKinnon told Frontline [11] for their 2005 piece on Karl Rove [12] called "The Architect [13]."