The “advance man” is someone who makes arrangements and handles publicity for the candidate during a campaign. The advance man travels to a location ahead of the candidate’s arrival and sets everything up so that things run smoothly for the candidate’s media appearance, or for whatever event the candidate is participating in.
As Time reports, “There is no such thing as a spontaneous campaign appearance. Every candidate has his advance men, the harried unsung experts who go from town to town to make as sure as humanly possible that the crowds will be out, the schedule smooth, the publicity favorable.”
According to Merriam Webster, the phrase dates back to at least 1882.
An advance man can also be compared to a fixer. He, or she, plans every moment and every detail of the candidate’s day in order to make sure that the upcoming appearance is completely successful. It’s similar to a body man who handles a politician’s personal and logistical issues through the day.
This means figuring out where a rally will take place and organizing the local fundraisers. It also means deciding where the candidate will sleep at night, and how he’ll travel from place to place within the area. An effective advance man plans out even the tiniest details, like where exactly the candidate’s car will pull up to the event, and who will stand next to the candidate on stage.
In today’s media-saturated world, candidates are subjected to greater scrutiny than ever before. This means that the work of an advance man is more difficult than ever before.
Josh King, who served as an advance man under Bill Clinton, compared his job to that of a roadie or of a movie director. King told PopSugar that his job boiled down to making sure “that something that is designed to entertain and impress and inform comes off without a hitch.”
Marc Levitt served as advance man for Bernie Sanders in 2016; Levitt also worked as an advance man on the presidential campaigns of John Kerry and Barack Obama. Levitt said that he was astonished when he first saw what intense planning went into organizing John Kerry’s days.
He later said that an advance man does all of the behind-the-scenes work which people tend not to even notice. Levitt said, “at every place that a presidential candidate goes and every event that he appears at, I think there’s a perception that these things just happen magically. When, in fact, they are the most planned and coordinated aspect of the campaign.”
Most of the time, advance men stay out of the public eye — the very nature of their work means that they avoid the spotlight. When they do get media attention, it’s usually because something has gone wrong – or because they’re retiring. But an effective advance man cultivates a close relationship with the candidate and occupies a position of trust.
Donald Trump was known for sometimes “namechecking” his advance man, George Gigicos, from the stage. In 2016, for example, candidate Trump was speaking at a campaign event in Pensacola, Florida. Frustrated at the sound quality, Trump yelled, “The stupid mic keeps popping! Do you hear that, George? Don’t pay ’em! Don’t pay ’em!”
Gigicos also worked as an advance man for George W Bush and for the Mitt Romney campaign; he joined the Trump campaign in 2015 and was one of the longest-serving members of the team.