Don't Do Ads Now

I once met an ad guy who laughed at political campaigners who do everything by the numbers. He said that it is not the way to win an election. It was like a red flag to me because here was an ad guy saying there is another way of winning, when all along winning political campaigns is all about having 50.1 percent of the votes. Again, I repeat, elections are all about having the numbers to win and the ads are mere tools to increase awareness. They do not win elections.read more

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