Tim Doyle

And I didn't really feel like I'd seen that in Australia yet.

And I'd been consulting for large corporates and just being like, these places are, you know, where dreams go to die in many cases.

And so I was like, there's something, there's something happening here.

And then I was lucky enough to get staffed onto a political campaign, the Labor 2016 election.

That was the Mediscare election.

Do you guys remember that?

Like Malcolm Turnbull got really pissed off because they sent a text message about Mediscare.

So I was doing the digital media buying at that election.

Did you send the text message?

So I pressed the button.

I didn't authorize it.

I was the one who pressed the button for the messages.

There we go.

But what was super interesting about that campaign was political ads are very low resonance usually.

They don't do very well.

But particularly when you launch them on the internet,

But like what you could do really effectively was launch native media.

So like ads from the SMH that were political in nature.

So like a really good example is there was this really long form piece in the new Matilda, which was like a study in long-term economic management and who'd been better economic managers.

And one of the really interesting things was that like the hardest voters for Labour to get, they were really important voters, were kind of older urban white males on what they call like the mortgage belt, like the outer ring of cities.