"Fiercely data-driven, Mr. Plouffe revels in the company of spreadsheets, lists, maps and the Baseball Almanac. Fiercely competitive, he once decked a colleague in a friendly touch football game for taunting him. Fiercely unsentimental, he expends zero amazement over his career climb from selling knives door to door to a first-among-equals status in the White House’s closed circle.
Mr. Plouffe, 44, who managed President Obama’s campaign in the relatively dewy-eyed days of 2008, rejoined his team last year after a lucrative hiatus. Since then, he has asserted himself as the main orchestrator of the White House message, political strategy and day-to-day presentation of the candidate.
If the campaign of four years ago sold Mr. Obama as a force for what Mr. Plouffe called “a politics of unity, hope and common purpose,” this one is rooted firmly in the grind-it-out imperatives of re-election. Today, Mr. Obama seems every bit primed for “brass-knuckle time,” as Mr. Plouffe once termed campaign brawling, with Mr. Plouffe leading an effort that has shown every sign of doing whatever it takes to succeed.
This month, with Mr. Plouffe’s support, Mr. Obama ditched his long opposition to directing his campaign donors to “super PACs” — outside groups whose bankrolling of negative advertising against his Republican rivals has done much to change politics, and not in a “unity, hope and common purpose” kind of way."
http://www.nytimes.com/2012/02/20/us/politics/plouffe-obama-aide-lends-firm-hand-to-campaign.html?nl=todaysheadlines&emc=tha24
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