First Tuesday Strategies is proud to announce that Lillie Smith, an Associate in our campaign practice, was awarded a Gold Pollie Award at the 2026 Pollie Awards for Best Campaign Plan in the Student/Open Division—one of the highest honors in political communications.
Often referred to as the Oscars of political advertising, the Pollie Awards recognize the most effective and impactful campaign work from across the country. This year, that recognition included a campaign plan developed not by a veteran consultant, but by a college senior.
During her final year at the University of South Carolina, Smith developed the strategy behind Zach McKay’s successful campaign for Florence City Council—a race that, by most traditional measures, presented long odds.
Florence is not typically fertile ground for Republican candidates in at-large municipal elections. The electorate trends Democratic, and the low-turnout nature of the contest only compounded the challenge. Yet when the votes were counted, McKay secured a decisive 57.4 percent victory, winning by nearly fifteen points.
The result was not accidental. It was the product of a disciplined, locally grounded campaign plan that rejected conventional partisan playbooks in favor of a broader, more practical approach.
Smith’s strategy focused on issue-based messaging that resonated across party lines. Rather than framing the race through ideology, the campaign emphasized quality-of-life concerns—clean drinking water, infrastructure, public safety, and economic development. These were not abstract talking points, but real issues facing Florence residents, communicated clearly and consistently.
Execution followed suit. The campaign maintained a steady, disciplined presence across every voter touchpoint, from direct communication to voter outreach, ensuring that the message remained focused and accessible throughout the race.
In an environment where many campaigns seek attention, this one sought clarity.
The outcome—a double-digit victory in a difficult political environment—demonstrated the power of a well-constructed plan. The national recognition that followed underscores it.
Smith’s Gold Pollie Award is not simply a recognition of creative work. It is a recognition of strategy, discipline, and results—developed in the classroom, tested in the field, and proven at the ballot box.
It is also a reminder of a simple truth in politics:
The best campaigns are not always the loudest. But they are almost always the most effective.