President Trump made a major announcement on Tuesday, saying he would indeed run for President in 2020, The cool backstory though is the new guy at the top of the Trump campaign. Trump’s new campaign manager, Brad Parscale, turns out, isn’t so new. 
 
Parscale describes himself as a “farm boy from Kansas” and in 2016 as the Trump campaign’s “plumber”. While Bannon and Manafort were handling the political details, he was the implementer of the digital strategy, which saw the most advanced digital campaign to date in American politics. The Trump campaign paid his company $94 million in the 2016 campaign and was a critical component to the President’s election effort.
 
Parscale started his firm from scratch in 2004, linking up with the Trump organization to market Trump’s business ventures in 2012. With Lewandowski’s departure in the summer of 2016, came Parscale’s time to shine: “In 2016 and going forward, the thing that a campaign does every day is largely digital. The guy or gal who runs digital is, therefore, de facto in charge of the campaign,” Gerrit Lansing, a former chief digital officer of the Republican National Committee told Forbes.
 
As Parscale told WIRED shortly after the election, “Facebook and Twitter were the reason we won this thing. Twitter for Mr. Trump. And Facebook for fundraising.” In the new frontier of digital politics, Parscale is a guide to otherwise unfamiliar terrain, shifting investment away from tv and radio, which Hillary wasted upwards of $52 million on in 2016. The President knows what the future holds in political technology, which is why he’s behind Parscale, who was indispensable in 2016.

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