Julia Gillard’s surprise federal election announcement was designed to create pressure on opponent Tony Abbott, according to Naked Communications’ Adam Ferrier.
It is the first time in Australian political history a party has announced the date of an election so far in advance, but Gillard insisted yesterday did not mark the start of a campaign.
However, Ferrier told B&T despite what the prime minister had said, both parties would start their campaigns now.
He said: “An eight month campaign is long enough to create sustained pressure for the leaders of both parties.
“We've seen under stress Gillard can react relatively well, whilst Abbott has a history of losing it.
“I think the long term campaign is designed to create a situation of sustained pressure, during which Abbott will eventually 'crack', and resort to negative, grubby politics.”
However, he poured cold water on the hopes of some that social media would be effectively adopted, as it was in the US election at the end of last year.
He added: “Both parties still have a 'push' mentality in social media – using it as just another channel to get their messages out there.
“Neither has done anything dramatic in terms of galvanising their respective parties, and harnessing the collective voice of their supporting communities.
“I'm not sure if either party will do this in 2013 but here's hoping.”
Leadership concerns have plagued both leaders, with opinion polls showing neither to be particularly popular among voters.
Ferrier said both parties will probably use rumours of a challenge to their advantage to galvanise supporters.
With the Liberals already committed to a “positive” campaign after releasing its new campaign message on Saturday, Ferrier predicted Labor would follow suit.
“I imagine that Labor will declare relatively early that they will not engage in negative politics, and attempt to positive themselves as the somewhat positive choice versus the negativity of Abbott,” he added.
Please login with linkedin to comment
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]