Tue 18 Sep 2007
Lionel Sosa has long been one of the Republicans’ most potent weapons come election time. A Hispanic marketing guru, he’s crafted successful ad campaigns for presidential candidates from Ronald Reagan to George W. Bush aimed at drawing more Latinos into the GOP fold. So his presidential pick this time—New Mexico Gov. Bill Richardson, a Democrat—is startling. Part of the reason, he says, is ethnic loyalty: Richardson is the first serious Latino contender. But Sosa, who last worked for Bush in 2004, has also been dismayed by the way many GOP candidates have handled the illegal-immigration issue, advocating policies like building a border wall and employing rhetoric that he says is venomous and xenophobic: “It’s just an exaggerated, unfriendly position that needlessly turns away Latinos.”