Benedict Pringle @benedictpringle Twitter profile

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Benedict Pringle

3 months

Any Conservative followers involved in planning a leadership campaign… I’ve got a book to sell you. There are case studies on the successful bids of David Cameron, Boris Johnson and Liz Truss (among others).

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Last Seen Profiles

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Benedict Pringle

@benedictpringle

4 months

Comedian Jon Richardson aping Margot Robbie in a bath, explaining Rishi Sunak’s career as hedgie, Big Short-style, is a thing of genius.

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Benedict Pringle

@benedictpringle

6 months

Brilliant piece of Labour Party direct mail for @olivercoppard . Clever creative idea to get the voter’s attention. Resists the temptation to load it with information (that few will read). QR code offers data collection opp. Bet we’ll see a few copycat versions of this…

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Benedict Pringle

@benedictpringle

4 months

Hat tip to Labour’s press & events team. This is a pretty strong look.

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Benedict Pringle

@benedictpringle

2 years

The Labour Party have shared some new poster ideas by their ad agency with the media

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Benedict Pringle

@benedictpringle

4 months

HM Treasury account tweeting the Conservatives election slogan isn’t ok

HM Treasury

@hmtreasury

4 months

Inflation is now 2.3%. Let's stick to the plan.

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Benedict Pringle

@benedictpringle

5 months

Labour’s pledge card that’s running as press ads and posters in their biggest offline media investment under Starmer

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Benedict Pringle

@benedictpringle

6 months

This might be the best use of influencer marketing by a UK political party yet. Last week, Rishi Sunak partnered with Instagram influencers to deliver his economic message. 1/7

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Benedict Pringle

@benedictpringle

1 year

Opinium have done some polling on that Labour attack ad…here’s the bits I found interesting 🧵

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Benedict Pringle

@benedictpringle

4 years

AOC could put energy into legislative action to reform political advertising regulation, but beating up Zuck is easier & gets more social video views, so...

Eric Feigl-Ding

@DrEricDing

4 years

The smooth and impressive way that @AOC cuts thru Zuck’s BS like butter is so satisfying to watch. It’s as if AOC was roasting 🥩 on a grill right on camera.

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Benedict Pringle

@benedictpringle

1 year

“Nikki Haley and Tim Scott are vying to be Trump’s vice presidential pick. Ron DeSantis and Vivek Ramaswamy are campaigning for the 2028 GOP nomination. Chris Christie is auditioning for a gig on MSNBC.” > by @danpfeiffer

GOP Debate: None of these Losers Want to Win

Yet another debate where no one has a strategy to beat Donald Trump

www.messageboxnews.com

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Benedict Pringle

@benedictpringle

2 years

The ads have appeared in editorial in The Sun, The Guardian and on Sky News amongst other places. The source commented “we love these ideas from Lucky Generals that show only Labour can be trusted with the economy these days”.

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Benedict Pringle

@benedictpringle

2 years

They all feature tight copywriting & nice visual metaphors for either (a) the economic catastrophe that the Tories have unleashed or (b) the government diminishing the country’s reputation on the world stage.

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Benedict Pringle

@benedictpringle

4 months

This is absolute gold. Hat tip to whoever did it.

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Benedict Pringle

@benedictpringle

2 years

Both points are highly salient with voters and are seen as tenable positions for Labour to hold, which mean these blows will likely land.

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Benedict Pringle

@benedictpringle

1 year

Put simply: negative campaigning works best when used remind voters of what they already think.

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Benedict Pringle

@benedictpringle

2 years

It’s great to see Labour back flexing its creative advertising muscles. Well played Lucky Generals.

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Benedict Pringle

@benedictpringle

2 years

“In this media environment, you are either serving lunch or you are on the menu. And Ron DeSantis has very much been on the menu for weeks.” by @danpfeiffer

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Benedict Pringle

@benedictpringle

5 years

Trump is running two ads during the Super Bowl tomorrow. This is the first and it’s very persuasive.

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Benedict Pringle

@benedictpringle

11 months

“In the past, campaigns could afford not to advertise continuously because an effective free media strategy could keep you afloat… in this era, if you want to tell people things, you have to pay for it.” By ⁦ @danpfeiffer ⁩

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Benedict Pringle

@benedictpringle

3 years

What a brilliant homage

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Benedict Pringle

@benedictpringle

5 months

This is an interesting example of voter suppression by Susan Hall campaign. Distributed in Lambeth, a Labour stronghold, it asks voters to help prevent Sadiq from winning by a big margin. No suggestion of voting Conservative, or of Conservative Party.

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Benedict Pringle

@benedictpringle

4 years

Love this ad that @JoeBiden posted today

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Benedict Pringle

@benedictpringle

2 years

Farewell Jacinda! Ardern ran two excellent general election campaigns using both the classic challenger and incumbent positions.

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Benedict Pringle

@benedictpringle

6 months

Credit to @K_47 for the work. Given direct mail is often the biggest campaign investment for parties, having a quality piece of creative can make a huge difference.

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Benedict Pringle

@benedictpringle

5 years

Tory attacks on Labour have crystallised around 4 points that have been tested on Facebook, pored over in focus groups & survived a TV debate...(short thread)

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Benedict Pringle

@benedictpringle

4 months

Very good - Labour have taken over the Manchester Evening News website in advance of the debate at MediaCity this evening

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Benedict Pringle

@benedictpringle

5 months

I predicted that Houchen would win and Street would lose. Why was I so certain? Their advertising. 1/6

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Benedict Pringle

@benedictpringle

1 year

The ad made 17% of those polled feel less favourable about the Conservatives, but also 12% feel less favourable to Labour. A net gain, which is good.

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Benedict Pringle

@benedictpringle

6 months

Big Beast Mode activated. Is there anyone else on the front bench who communicates as well as this?

David Cameron

@David_Cameron

6 months

NATO’s 75th … a Foreign Ministers’ meeting … and what needs to happen next

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Benedict Pringle

@benedictpringle

1 year

1) “If it bleeds, it leads”; the media are more likely to repeat an attack – giving it greater reach - as it fits in with journalistic norms of highlighting conflict.

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Benedict Pringle

@benedictpringle

4 months

Isaac Levido is a highly experienced election campaign professional with several notable wins under his belt. The Sun reports that Rishi has taken his mate’s advice on the date of the election instead. It’s like a really geeky TV ad for Carling beer.

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Benedict Pringle

@benedictpringle

2 years

These ads are almost certainly designed to steer the media narrative rather than achieve mass reach and for that purpose this level of finish is just fine.

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Benedict Pringle

@benedictpringle

6 months

I once went to a talk by a famous adman, Peter Souter, who had worked on various Labour election victories. He repeatedly used the phrase “strategic judo” to refer to a tactic of using an audience prejudice to inform communications which cut through (as they’re counterintuitive)

The Labour Party

@UKLabour

6 months

What would Labour do differently? 🤔

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Benedict Pringle

@benedictpringle

2 years

The craft in the execution of the ads looks a little loose to me, which makes me think these aren’t intended to run as final posters.

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Benedict Pringle

@benedictpringle

1 year

Love these Labour ads that mix a photographic & graphic style. Paid ads on Meta channels to encourage people to mail in their local election postal votes.

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Benedict Pringle

@benedictpringle

1 year

“Making protecting freedom a central theme of the [Biden] campaign raises the stakes, connects the dots on the various elements of MAGA extremism” ⁦ @danpfeiffer ⁩

Reclaiming Freedom as a Progressive Value

The Biden Camp's first ads show they understand the need to win the values argument.

www.messageboxnews.com

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Benedict Pringle

@benedictpringle

5 years

Me for the New European > ‘Stop Stella’ billboard shows how urgently we need reform in political advertising

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Benedict Pringle

@benedictpringle

1 year

36% of those it polled had seen Labour’s ad. This is good and is a big reason to go negative. Research shows that attack ads are more likely to cut through for two reasons:

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Benedict Pringle

@benedictpringle

2 years

Honest and brilliantly written article by ⁦ @DelaneyMan ⁩ - nice to see ⁦ @maxdickins ⁩ in there too. Important for blokes to have friends where drinking beer isn’t a necessary aspect of hanging out.

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Benedict Pringle

@benedictpringle

1 year

““worry about everything, panic about nothing,”… poll numbers this far out from the election fit into the moderate worry category.” > Why the 2024 Race is Neck and Neck Right Now, by @danpfeiffer

Why the 2024 Race is Neck and Neck Right Now

Despite 91 felony charges, Trump is within a point of Biden, here's why

www.messageboxnews.com

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Benedict Pringle

@benedictpringle

1 year

I am very excited to announce the release of my first book, Primed: Five election narratives to win your party’s nomination. Primed is available to buy now, as either a paperback or on Kindle, exclusively from Amazon. Link in bio.

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Benedict Pringle

@benedictpringle

2 years

The best #SueGrayDay advert is by @TheGreenParty , with @WEP_UK in a close second

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Benedict Pringle

@benedictpringle

5 years

Trump tells outright lie in new ad and there’s nothing any politician in the USA can do about it. This has and will continue to happen in the UK unless we reform political advertising ⁦ @clearpolitic5 ⁩

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Benedict Pringle

@benedictpringle

6 months

Working with influencers can help fill gaps in reach and make a message feel more relevant and persuasive. As more classic social ads and news coverage may not reach all voters, it’s likely we’ll see a lot more of this approach in GE24. 7/7

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Benedict Pringle

@benedictpringle

4 years

Brand purpose. The biggest lie the ad industry ever told? Superb article by ⁦ @tomroach ⁩

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Benedict Pringle

@benedictpringle

1 year

(2) Research on negative ads shows they are more likely to get noticed and remembered. This is because negative ads trigger an emotion (e.g anger / fear).

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Benedict Pringle

@benedictpringle

1 year

But 39% said they thought Labour’s ad was fair and 43% thought it unfair. Net unfair.

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Benedict Pringle

@benedictpringle

6 months

This is fantastic news for the cause. Election advertising should be in line with all other forms of advertising with regards to factual accuracy. Sadiq Khan showing great moral leadership and decency.

Reform Political Advertising

@clearpolitic5

6 months

We are delighted in the leadership being shown by @SadiqKhan in signing up to our ad code that commits to making "every reasonable effort not to mislead voters”. We've now 5 London mayor candidates signed up including Green & Lib Dem candidates @ZoeGarbett and @robblackie .

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Benedict Pringle

@benedictpringle

6 months

This strategy allowed Team Sunak to deliver their message, on their terms, to a group of voters that would be hard to reach otherwise. It's likely the message will be more persuasive coming via influencer channels the audience relate to. 6/7

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Benedict Pringle

@benedictpringle

2 years

@dlknowles Just had a look and London has 1.54 homicides per 100,000 people compared to 24.1 in Chicago (2019 data). Still, I find the idea of living in city centre of somewhere like Chicago for not much money very appealing!

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Benedict Pringle

@benedictpringle

5 years

Enjoyed these Facebook ads by Jess Phillips which use trolling tweets about her candidacy to encourage support from sympathisers

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Benedict Pringle

@benedictpringle

3 months

So good

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Benedict Pringle

@benedictpringle

4 months

The Labour Party have kicked off their general election campaign using a single word slogan: Change. Why have they gone for such a short slogan? 1/4

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Benedict Pringle

@benedictpringle

5 years

Are we still spending £100m to get ready for Brexit? via @campaignmag

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Benedict Pringle

@benedictpringle

3 years

Good new ad from @UKLabour

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Benedict Pringle

@benedictpringle

5 years

Enjoyed this meme a lot

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Benedict Pringle

@benedictpringle

2 years

Every major Party has done an attack ad on the fines - the headline of “under the Tories criminals have never had it so good” is the best of the bunch.

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Benedict Pringle

@benedictpringle

6 months

The London Mayoral election is just 2 weeks away and Mayor Sadiq Khan's advertising strategy is in full swing. Let's break down his key pillars for victory. 1/6

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Benedict Pringle

@benedictpringle

5 years

The next three weeks will see the Conservatives hammering these messages until almost anyone in a marginal seat will be able to play them back.

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Benedict Pringle

@benedictpringle

4 months

Crikey, this is an incredibly moving piece of film. One of the best party election broadcasts I’ve ever seen.

Ed Davey

@EdwardJDavey

4 months

Caring isn’t just my family's story, it is the story of millions, caring for each other, dealing with tough times, and keeping going with love. Sharing our story hasn't been easy, but it's important. It's time to bring carers' experiences into the light.

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Benedict Pringle

@benedictpringle

2 years

We’re also ages away from a general election, so Labour unlikely to be spending money on persuasion ads.

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Benedict Pringle

@benedictpringle

6 months

I’ve been struck by how different @SadiqKhan ’s narrative in 2024 is from the one that got him elected for the first time eight years ago 🪡 🧵

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Benedict Pringle

@benedictpringle

5 years

@JamieJBartlett All the best political slogans have a good verb, summarise the problem, propose a solution and are 4 words or less

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Benedict Pringle

@benedictpringle

3 years

Labour are making the ‘£4.3 billion lost to fraudsters’ claim into their version of 2010 Conservative claim about Brown losing £6 billion selling Britain’s gold

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Benedict Pringle

@benedictpringle

4 months

Ed Davey has spent the campaign so far doing visual stunts. They’ve been effective at getting his name & image out there, but this brilliant, emotive story will catalyse all his other efforts to make himself more famous (& his party more salient)

Liberal Democrat’s Party Election Broadcast – Ed Davey‘s story

This is one of the best party election broadcasts you’ll see. In their first election broadcast, the Liberal Democrats present Ed Davey in a highly personal light, as part of a strategic effort to …

politicaladvertising.co.uk

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Benedict Pringle

@benedictpringle

6 months

Interestingly, it doesn't look like any money has changed hands for these partnerships. The posts don't appear on the Facebook Ad Library, indicating that the views are driven by organic reach. 5/7

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Benedict Pringle

@benedictpringle

1 year

A hypothesis: were the ad deemed to be have been more fair, it would likely reduced the level of backlash and so had a better net outcome.

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Benedict Pringle

@benedictpringle

2 years

Nothing says “run out of ideas” more than (a) aping a historic ad and (b) making misleading claims. This ad manages to achieve both.

Conservatives

@Conservatives

2 years

Labour had a choice this evening. Protect patients, commuters and school pupils from strike chaos, or back their union paymasters. They sided with the union bosses. And we know why.

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Benedict Pringle

@benedictpringle

1 year

If you’re heading to #lab23 look out for Alex from @clearpolitic5 asking the party to act to prevent election advertisers being able to mislead voters with impunity

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Benedict Pringle

@benedictpringle

6 months

The PM did interviews with three social media creators who each post about personal finance: Timothy Paul, Abigail Foster, and Beth Turbutt-Rogers. These videos have already garnered at least 2.5 million views in total. 2/7

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Benedict Pringle

@benedictpringle

1 year

The way to do this is to only 'go negative' on issues where the audience is predisposed to the message.

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Benedict Pringle

@benedictpringle

4 years

By far the best bit of social media content Labour’s done in months

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Benedict Pringle

@benedictpringle

5 years

(4) Corbyn doesn’t know where he stands on Brexit.

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Benedict Pringle

@benedictpringle

6 months

They discussed key Tory messaging such as reductions in the rate of national insurance, increases in childcare benefits, and the rise of the minimum wage. Sunak was able to explain his policy achievements on his terms, without interruption or attack. 3/7

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Benedict Pringle

@benedictpringle

4 years

I appeared on the BBC’s #politicslive coverage of today’s budget talking about Chancellor Rishi Sunak’s deliberately contrived promotion of his personal brand.

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Benedict Pringle

@benedictpringle

5 years

(1) A vote for Corbyn is a vote for a gridlocked hung parliament

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Benedict Pringle

@benedictpringle

4 months

Looks like Labour’s election slogan could be a one worder.

Keir Starmer

@Keir_Starmer

4 months

Change.

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Benedict Pringle

@benedictpringle

6 months

While the creators didn’t explicitly endorse Sunak, viewers were left with the impression that they enjoyed the experience and had a favourable perception of the Prime Minister. 4/7

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Benedict Pringle

@benedictpringle

4 years

These are the hottest political design trends of 2020 by @hunterschwarz

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Benedict Pringle

@benedictpringle

3 months

The Gary Neville / Keir Starmer Labour Party Election Broadcast is really, really smart for 4 reasons

Gary Neville interviews Keir Starmer for a Labour Party Election Broadcast

The Labour Party have released a party election broadcast featuring former England footballer and broadcaster Gary Neville interviewing Labour leader Keir Starmer. This is a real coup for Lab…

politicaladvertising.co.uk

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Benedict Pringle

@benedictpringle

3 years

This is a rare example of a pastiche of this ad where the original double-meaning of the headline has remained intact.

Jake Richards MP

@JakeBenRichards

3 years

Tories aren’t working.

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Benedict Pringle

@benedictpringle

2 years

Introducing the Election Advertising Review Panel. An exec chaired by ⁦ @DPuttnam ⁩ feat. 6 senior people from inside & outside the ad industry. They will review factual claims in election ads & judge whether they are truthfully presented (or not)

EARP: here to run the bus out of town - Reform Political Advertising

In June 2020, the House of Lords recommended that a code of practice should be developed for election material that ‘restricts fundamentally inaccurate advertising.’ The government response to the...

reformpoliticaladvertising.org

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Benedict Pringle

@benedictpringle

2 months

There’s a framework for understanding leadership elections. 4 candidates have staked out clear positions within it. Had Braverman run, she would have undoubtedly run as The Outsider.

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Benedict Pringle

@benedictpringle

5 years

Google revise political ad policy to stop deep fakes, limit targeting to age, gender & postal code and preventing misleading activity (like Tories running search ads on postal vote search terms).

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Benedict Pringle

@benedictpringle

5 years

(2) taxes will go up under Labour

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Benedict Pringle

@benedictpringle

3 years

Boris Johnson’s rule-breaking persona was carefully developed for the ‘19 general election. Labour are now cleverly using it against him.

Repositioning Boris Johnson from Canny Buffoon to Captain Chaos

Boris Johnson’s rule-breaking persona was carefully developed by the Conservatives for the 2019 general election, but Labour are now cleverly using it against him. A vital part of running a success…

politicaladvertising.co.uk

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Benedict Pringle

@benedictpringle

5 months

There’s new research by the Center for Campaign Innovation which underscores the critical role of campaign logos in shaping voter perceptions. They took real logos, changed the names of candidates and polled Americans of different political persuasions. 1/5

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Benedict Pringle

@benedictpringle

2 years

@dlknowles Why is it so reasonably priced compared to somewhere like London?

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Benedict Pringle

@benedictpringle

4 years

Why did the 'terrible candidate' win? Very good piece by @mrianleslie

Why did the 'terrible candidate' win?

Joe Biden's unlikely victory and what it tells us about how politics works

www.ian-leslie.com

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Benedict Pringle

@benedictpringle

5 years

Ok gang, I’m calling time on this. No more variants of Pocket for the rest of the election. This one is particularly bad for adding headline which says what you can see in the image.

Sam Gyimah

@SamGyimah

5 years

Nigel Farage has achieved his life ambition...he now owns the @Conservatives

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Benedict Pringle

@benedictpringle

4 months

This is clever

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Benedict Pringle

@benedictpringle

2 years

Having a consistent meme-able persona, which is broadly positive, is a helpful thing for a politician. One seems to be developing for Starmer.

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Benedict Pringle

@benedictpringle

1 year

Great to see @philipjcowley delivering top quality trivia in @timesredbox

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Benedict Pringle

@benedictpringle

4 months

Non-party campaign groups will play a role in this general election. Traditionally there are many more Labour supporting non-party campaign groups and the quality of their content tends to be higher.

Labour Party Graphic Designers

@LabourDesign

4 months

#VoteLabour

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Benedict Pringle

@benedictpringle

2 years

And they’re off! Conservatives launch a battery of Meta ads for the local elections. They’re nice and simple, largely focused on taxation/waste and use bold colours that will cut through in feed.

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Benedict Pringle

@benedictpringle

4 months

Interesting suggestion in this piece by @jimwaterson > the objective of Labour’s TikTok strategy is to get younger people to download videos & post them in family WhatsApp groups so that they may reach swing voters