DHS Bypassed Bidding for $220 Million Ad Campaign, Raising Scrutiny of Noem Allies' Role

Watchdogs are urging oversight after reporters traced the spending through a newly formed Delaware vendor that conceals subcontractors.

Overview

DHS invoked emergency authorities tied to the border to fast-track contracts for a taxpayer-funded advertising push that debuted this year.
$143 million of the spending went to Safe America Media, a Delaware LLC created days before the award, with no public accounting of downstream payments.
ProPublica reported that the Strategy Group, a GOP firm with longstanding ties to Kristi Noem, ran a Mount Rushmore shoot but does not appear on federal contract records.
DHS said it does not select subcontractors and noted that public affairs chief Tricia McLaughlin, whose husband leads the Strategy Group, has recused herself.
Contracting experts called for inquiries by the DHS inspector general and Congress, citing opaque subcontracting and prior state work the firm won under Noem.