‘我们知道我们必须在莫里森（Morrison）做的工作’

请讲在本周的Mumbrellacast上竞选边缘执行创意总监Dee Madigan承认“就像人们讨厌负面广告一样，我们知道他们有效，我认为这次选举证明了这一点”。

Madigan, a regular Gruen panelist, who also ran the winning Australian Labor Party’s advertising campaign told Mumbrella that her and her team nutted out the strategy “about a year and a half ago”, and after that, it was clear what was needed to be done.

麦迪根说：“我们知道我们必须在莫里森（Morrison）做的工作。”“从我在选举活动中的经验中，我知道最好的方法不是告诉别人，而是向人们展示，这只是使用他自己的话的问题，以提醒人们为什么不喜欢他。”

马迪根（Madigan）说，一项运动需要在正面和负面之间找到​​平衡，尽管现实是“我们很难注意到负面信息”。

“大多数政党的广泛目标是相同的，是到达那里的方法是不同的。”

当被问及相同的攻击方法在商业广告中是否有效时，她说：“如果您是挑战者，那可能会真正富有成果”。

“You have to just be careful, like I don’t do ‘yellow and black doom and gloom’ attack ads in politics or anywhere else, but if you do an attack ad with a bit of humor or with a bit of cheekiness or letting the other side almost do the attack for you and just frame it up, it can be really effective in advertising.”

“多年来，我们已经看到了汉堡王在麦当劳（McDonald's）进行的，或者我认为正是阿维斯（Avis）有一些关于‘我们更努力的事情，因为我们是第二好的”。这有很多空间，但是您只需要巧妙地做到这一点。

During the conversation, while Madigan said the UAP’s ads were “terrible”, and that ‘it won’t be easy under Albanese’ was a “poor line” and “poor strategically”, she admitted that the ‘bucket’ campaign “as annoying as it was, was at least on strategy going to Labor’s brand weakness, which is that they are seen to be the party that spends”.

她继续说：“但是，当您将债务翻了一番，在Covid作为自由党之前，这是一个很难的论点。”“但是那是耳鸣，我明白人们为什么讨厌它，但这可能是他们更好的广告。”

听下面的完整对话本周的Mumbrellacast，并捕捉所有以前的情节这里。