In modern political history, few campaigns have been as debated, analyzed, and scrutinized as Donald Trump’s presidential runs in 2016 and 2020. Behind the headlines of populism, Twitter outbursts, and boundary-pushing rhetoric, there’s another story. A story about three individuals who, through diverse methods and unique personal qualities, played crucial roles in how Trump’s campaigns were run. Sometimes jokingly referred to as “The Three Wise Men,” not because they brought peace and wisdom, but because they carried gold, frankincense, and myrrh in the form of strategy, data, and power.
Susie Wiles – The Strategist from Florida’s Backstreets
Susie Wiles is not your typical campaign figurehead. With her soft-spoken demeanor and tactical finesse, she prefers to work behind the scenes. Yet, her influence in Trump’s campaign—especially in Florida—was undeniable. With a background in political consulting, she had worked with several Republican governors and senators. In Trump’s 2016 campaign, she was responsible for Florida, a pivotal swing state that Trump won against all odds. Her local knowledge, strategic contacts, and ability to navigate the complex political terrain of the South were invaluable.
By 2020, her role had expanded. Despite internal power struggles and chaos within Trump’s campaign team, Wiles remained a trusted advisor. She was known for her calm presence in heated meetings and her ability to think several moves ahead. According to sources in the White House, she was one of the few who could contradict Trump without losing her position in the inner circle.
Wiles also exemplifies the kind of female strategist who often ends up in the shadow of her male counterparts, despite carrying much of the weight behind the scenes. She has since been recognized as one of the most influential Republican strategists of our time.
Brad Parscale – The Tech Evangelist
Brad Parscale was an unknown web designer from Texas before becoming a major name in American politics. He began working on Trump’s website in 2011, and when Trump launched his presidential bid in 2015, Parscale was put in charge of the digital infrastructure. What he lacked in political experience, he made up for in his ability to extract maximum value from digital tools and social media.
During the 2016 campaign, Parscale used Facebook ads, data analytics, and microtargeting to reach voters who typically stayed disengaged from politics. His digital strategies revolutionized campaign tactics. By 2020, he had been named campaign manager, though his ability to manage a large-scale national campaign was questioned internally. Nonetheless, he remained a leading voice and digital advisor.
Parscale became the symbol of the union between technology and politics. He built a digital engine that raised millions in donations while precisely targeting messages. Critics, however, claimed his work sometimes crossed ethical lines, particularly regarding the effective spread of misinformation under Trump’s leadership.
After 2020, Parscale stepped away from the spotlight, partly due to a highly publicized personal crisis. Yet, his methods live on in how campaigns are run today.
Bill Stepien – The Political Fixer
Bill Stepien was already a seasoned campaign operative before working with Trump. He served under George W. Bush and was campaign manager for New Jersey Governor Chris Christie. He earned a reputation as a “fixer”—someone who gets things done behind the curtain.
In 2020, he replaced Parscale as campaign manager during a time when Trump’s campaign was struggling with coordination and public perception. Stepien aimed to impose order on the chaos but was met with challenges: a global pandemic, a deeply divided electorate, and a president who often followed his own instincts.
Even so, he managed to organize the campaign structure and mobilize grassroots efforts in several key states. His prior campaign experience, combined with close ties to the Republican National Committee (RNC), allowed him to marshal resources and unify efforts toward a shared goal.
Unlike Parscale, Stepien didn’t seek the limelight. He represents the traditional core of campaign work—calls, data gathering, logistics, and execution. His contributions were crucial in keeping Trump’s campaign afloat during a turbulent election cycle.
An Unholy Trinity
What makes these three figures so fascinating is how they embody three pillars of modern campaign strategy:
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Susie Wiles brings classic strategic instinct and political intelligence,
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Brad Parscale harnesses the power of technology and digital tools,
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Bill Stepien provides structure, endurance, and hands-on experience.
Their collaboration wasn’t always harmonious. They came from different worlds, with varying motivations and loyalties. Yet they united around Trump’s message and the desire to win. The 2020 campaign ultimately ended in defeat, but their influence on the campaign’s form and execution is indisputable.
What Can the Advertising Industry Learn from the Three Wise Men?
Wiles, Parscale, and Stepien offer lessons that transcend politics. They applied analytics, precision, psychological acuity, and adaptability to reach target audiences in innovative ways. Here are three key takeaways for marketers:
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Audience Segmentation is Everything
Brad Parscale showed how to tailor messages to small yet decisive segments. Instead of one-size-fits-all campaigns, the goal is to make individuals feel uniquely addressed. This is about micro-communication—not mass broadcasting. -
Psychological Tone is the Currency of Our Time
Susie Wiles understood the power of context, culture, and timing. Saying the right thing at the right moment builds trust and relevance. Marketers can learn much from her skill in being perceived as credible rather than loud. -
Structure Outperforms Creativity When the Latter is Flawed
Bill Stepien’s operations showed that without strong organization, data architecture, and resource management, even the best ideas collapse. Too often, marketing overemphasizes creativity at the expense of strategic infrastructure.
Together, these campaign architects proved that success doesn’t stem from a single magical slogan, but from systematic and often invisible work behind the scenes. For the advertising world, their efforts serve as a vital reminder: the biggest difference is often made by those who don’t seek the spotlight.
The Legacy of the Three Wise Men
Trump’s campaigns have reshaped the rules of American politics, regardless of one's opinion of the man himself. And behind the scenes were three individuals pulling the strings. Wiles, Parscale, and Stepien were no saints, but their contributions show that modern political success depends as much on technology, data, and structure as on ideology.
Perhaps that’s why they’ve been nicknamed the Three Wise Men—not for their virtue, but for the gifts they brought to a political machine that changed history.
By Chris...
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