Ads Do Not Win Political Campaigns

In 2004, I was part of an effort where political advertisements played a vital role in the senatorial campaign of then candidate Mar Roxas. That campaign heavily relied on surveys, focus group discussions, and frequency maps that combined air and ground wars. It also relied heavily on organization. Many questions have been asked about that campaign. Many stories remained untold, more particularly the behind-the-scenes ones and backroom maneuverings. But I guess that would be told in fondness when campaigners try to recollect the shared experience we’ve had in making our then candidate be number one. read more