This is a film of a presentation I gave last week, 3 days after the results of general election 2017, to the Institute of Practitioners in Advertising – the UK’s advertising industry trade body – about the things that I felt had a disproportionate impact on the outcome.
I argued that 5 factors mattered more than any other:
- Labour’s campaign was run by a tight team that acted nimbly and the Tories weren’t and so didn’t.
- Labour had an army of advocates, the Tories had none.
- Paid media is now a hygiene factor and the advantage the Conservatives had in this field in 2015 has been negated.
- Earned media was of fundamental importance, but its nature is changing and Labour benefited from it.
- Labour’s campaign narrative spoke more consistently to those voters who felt the country is heading in the wrong direction; Theresa May only started off trying to connect with them before allowing herself to be blown off course.
Two things to note: i) apologies for the slightly dodgy microphone ii) this was done prior to any reliable exit poll data being published.