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