– THE HILL TIMES
SPIN: HOW POLITICS HAS THE POWER TO TURN MARKETING ON ITS HEAD.
For decades, political strategists tapped into the creative brain trust of the advertising world to uncover new ways of reaching and persuading voters, in a one-way flow of knowledge from Madison Avenue to Washington. Now the tide is turning.
In the age of social media and digital communication, where anyone with a smartphone is a potential broadcaster or publisher, marketers are having to learn how to communicate in a whole new way. And they’re taking those lessons from the world of politics.
In Spin, Clive Veroni traces this transformation, as the lessons of political campaigning move from the war room to the boardroom. It’s a subject all of us as voters and consumers should care about, as marketers and political strategists seek to use increasingly sophisticated techniques to influence what we believe and how we behave.