Nury Martinez - LA City Council
In May of 2013, L.A. City Council candidate Nury Martinez finished a distant second in a six way primary, trailing 43% to 24%. Most observers expected that the June runoff would simply be a coronation for her opponent.
But Martinez refused to give up, and brought on Behr Communications to lead a new team.
Behr repositioned Martinez as the candidate most familiar with the district’s unique neighborhoods. And despite being outspent by a margin of 3 to 1, Martinez won the runoff 55% - 45%, a 29% turnaround from the primary.
• “Political observers are still trying to understand how Martinez pulled off her win Tuesday. After performing poorly in the primary, she parted ways with her consultant, replacing her with Roy Behr. ‘People will be talking about this election for years,’ (former city councilman Richard) Alarcon predicted.” – L.A. Daily News
• “It was a remarkable feat. City Hall is buzzing.” – Conan Nolan, KNBC
• “The upset of the year.” - LA County Democratic Party Chair Eric Bauman
• “Nury Martinez's upset election victory… can be attributed to a shake-up of her political team after a second-place finish in the May primary, well-timed attack ads and the candidate's dogged campaigning, according to analysts and campaign officials on both sides of the contest.” – L.A. Times