Two companies with deep political connections, Safe America Media and People Who Think, have garnered at least $23 million in commissions from a Department of Homeland Security (DHS) advertising campaign, which played a significant role in the eventual dismissal of Secretary Kristi Noem. This revelation comes amidst growing scrutiny over the allocation of a massive $220 million taxpayer-funded project.

Safe America Media, just days after its inception last February, secured a lucrative limited-bid contract to spearhead the DHS campaign. The company, managed by GOP operatives Mike McElwain and Patrick McCarthy, previously engaged in extensive media buying for President Donald Trump’s 2024 campaign. From this arrangement, Safe America Media earned upwards of $15.2 million.

Meanwhile, People Who Think, co-founded by Jay Connaughton who previously worked on Trump’s 2016 campaign, received a $7.7 million payout. This payment was their cut from handling the international advertising efforts under the same DHS initiative.

Despite the large payouts, a DHS memo justified the limited competition for the contracts due to “urgent and compelling needs” for the campaign, noting that the commissions paid were below the typical industry standard of 15 percent.

The controversy extends into the higher echelons of political power, with the ad campaign becoming a contentious issue within the White House itself. Criticisms focus on perceptions that the campaign served more to boost Noem’s political image rather than its intended public service objectives. This internal dispute even caught President Trump's attention, who reportedly disapproved of the campaign’s direction.

The financial and operational connections between the firms involved and former Trump campaign staff members have raised eyebrows. For instance, Safe America Media subcontracted The Strategy Group, managed by Ben Yoho, the spouse of Noem’s former key aide, Tricia McLaughlin. Although McLaughlin recused herself from the campaign, the involvement of close associates has led to accusations of cronyism.

In response to Senate inquiries regarding these dealings, Yoho clarified that his firm was only involved in a minor role, producing ads worth $226,000, a fraction of the overall campaign budget.

As more details emerge, federal oversight bodies and political figures continue to demand transparency and accountability in how such massive amounts of public funds were managed. The situation remains fluid, with ongoing investigations by Senate members Richard Blumenthal and Peter Welch, who are pressing for more comprehensive answers from the firms involved.