Metro

Charlie Baker drops media firm, hires new ad maker

Republican gubernatorial hopeful Charlie Baker is no longer working with the firm that helped him get an upbeat TV ad with his 17-year-old daughter, his first since the primary, on the air.

The campaign is instead bringing in a well-known GOP political company to craft his future TV spots and help with media strategy going forward.

Jim Conroy, Baker’s campaign manager, confirmed that the campaign was no longer working Pinpoint Media and has brought on Jamestown Associates.

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It’s not unusual for campaigns to shuffle their vendors over the course of a long electoral effort, but dropping the team that makes television ads, often the area in which campaigns spend the most money, so close to an election is much less typical.

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Media vendors, such as Jamestown, create and place advertising for candidates. They also help them figure out what messages to telegraph to voters and how best to do it.

Baker faces attorney general Martha Coakley, the Democratic nominee, in November along with three independent candidates.

Coakley announced in 2013 that she had hired the powerhouse Democratic firm, AKPD Message and Media, to serve as her media consultant and produce all her ads.

Joshua Miller can be reached at joshua.miller@globe.com. Follow him on Twitter @jm_bos.