The election strategy of Obama campaign manager Jim Messina to spend heavily early on in the campaign- even before Romney would get to the convention- to portray Romney as a private equity executive out of touch with the needs of working class Americans. Romney's record at Bain Capital was under relentless attack in the late summer and Romney did little to defend his record till late in the campaign. The other area especially in the midwestern states was the auto industry bailout for which the Obama campaign put out a flurry of ads saying Romney was willing to let Detroit go bankrupt. Experts say this proved to be the decisive factor, as Romney could never overcome the disadvantage in this portrayal to voters of someone who did not care enough for people like them. To do this the Obama campaign had outdone the Romney campaign in fundraising, being way ahead of Romney in campaign funding by that time.