How do campaigns decide what issues to emphasize for voters? According to most studies, campaigns rely on factors outside of their control—issue salience, party issue ownership, and district ideology. In this article, I argue that campaign messages are designed primarily based on the candidate. I examine the issue content of campaign advertisements from U.S. House and Senate campaigns from 2000 to 2004 and develop a measure that determines if candidates have developed a reputation on a particular issue. When candidates have developed such a reputation, their campaign is more likely to highlight that issue to voters than campaigns whose candidate has not developed such a reputation. This relationship is consistent across most issues and across two different measures of a campaign’s issue agenda.