Unmade: media and marketing analysis

Unmade: media and marketing analysis

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Unmade: media and marketing analysis
Unmade: media and marketing analysis
Marginally negative

Marginally negative

Tim Burrowes
May 05, 2025
∙ Paid
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Unmade: media and marketing analysis
Unmade: media and marketing analysis
Marginally negative
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Welcome to a Tuesday update from Unmade.

Today: How Labor won through a more localised advertising strategy than most people realised; Motio’s share price jumps on an upgraded profit outlook; and the lecher of LinkedIn ups his stake in Vinyl Group.

Today’s full post is for our paying members only. For fans of cutting it fine, below the paywall you’ll also find the coupon code for a free member ticket to HumAIn which takers place in Sydney this afternoon.

To get maximum value from a paid membership of Unmade, sign up today.

Your annual membership gets you tickets to next week’s HumAIn conference on AI on the media and marketing industry; to September’s REmade conference on retail media; to October’s Unlock conference on marketing in the nighttime economy; and to Unmade’s Compass end-of-year roadshow.

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Going negative (and local) was a winning strategy for Labor

In Tasmania, Labor went negative

I spend as much of my time as possible living a long way from the action. When I head home from a Sydney trip, it’s a two-hour highway cruise into the setting sun, followed by a winding half hour twilight drive into a national park, ready to slam on the brakes to avoid reducing the local devil population.

Sisters Beach, Tasmania, is worth it when you get there.

Tasmanian voters experienced a localised campaign from Labor

This weekend, it felt a little closer to the action.

A previously marginal constituency, Braddon saw by far the biggest swing of the election. Labor’s Anne Urquhart took the seat from the Liberals with a swing of 17.4%.

It’s been fascinating experiencing campaign media plans as a marginal constituent.

Labor won it through going negative. And, I believe, a superior media buying strategy.

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