Former Facebook CMO Gary Briggs is leading Bloomberg's agency Hawkfish - Business Insider

, on social media. In many ways, it is the most expensive experiment in the history of American democracy.

Sources said Briggs reports directly to campaign manager Kevin Sheekey, who used to head marketing at Bloomberg LLP; and advisor Howard Wolfson, a longtime Bloomberg confidante who ran PR for Hillary Clinton's 2008 presidential campaign before working under the billionaire mayor and directing his political Super PAC.

Briggs and his hires are said to play critical day-to-day roles at Hawkfish and the Bloomberg campaign. The ad vet said ad agency creatives work with "super type A personalities" from the world of politics via a "divide and conquer approach" to help Bloomberg clinch the Democratic nomination. One person called Briggs a "liaison to California" and said Briggs contacted him weeks before Bloomberg had announced his candidacy to claim Bloomberg would spend "more than a billion dollars" to defeat President Trump. Former Foursquare CEO Jeff Glueck, who handles Hawkfish's partnerships and data operations.

"This is a dedicated group of folks," said Terry Kawaja, founder and CEO of M&A advisory firm Luma Partners. "These are smart people who see this as the only way to defeat Trump — most people view this as a higher order."

Haha...the timing on this is pure gold.

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