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ARCHITECT OF MODERN POLITICAL ADVERTISING, DAVID AXELROD IS THE MAN CREDITED FOR OBAMA’S LARGER-THAN-LIFE IMAGE BUILD-UP
“If there’s anyone out there who still doubts that America is a place where all things are possible... tonight’s your answer.” As Barack Obama spoke these words on November 4, at the Grant Park in Chicago, Illinois, he crafted a notable moment in the history of the United States of America by becoming the first Afro-American President of the world’s most powerful country. The race was not easy for this man with a Muslim middle name. But what made his amazing feat possible were some perfect modern strategies devised by Obama’s long time friend turned Chief Strategist – David Axelrod. Having designed Obama’s campaign for the US Senate Elections in 2004, Axelrod’s camera had followed Obama like a sheep ever since, capturing all his public appearances. When Obama decided to contest for the Presidency, Axelrod was the first guy he hired for his team of strategists. With all the Axelrod accumulated footage, Obama’s first campaign was devised – a five-minute Internet video. “Throughout campaigning, Axelrod focused on Barack’s bio and people liked it,” says Rahm Emanuel, an Illinois Democrat. Axelrod’s personality-led strategy sold Brand Obama as an agent of change for the American people.
On the one hand, Axelrod focussed on building Obama’s image as a devoted family man, and on the other, as a well-read, confident leader. To win over racial prejudices, Axelrod roped in Paul Simon (an enterprising retired US Senator and a respected figure) to endorse Obama. But as luck would’ve had it, Simon died before the campaign shoot. Axelrod then convinced Simon’s daughter to appear in the commercial declaring that her father and Obama were “cut from the same cloth.” Axelrod also convinced Obama not to accept public finance for campaigning to avoid giving details of expenditure to the Election Commissioner. Obama raised close to $30 million in January alone and his total donations stood at $280,011,968 as on Oct. 15, 2008. Other approaches included community involvement, mobile marketing, product promotions, et al. Axelrod made Obama immensely popular with the youth by signing him up on social networking sites like Facebook, YouTube, MySpace, et al. “This enabled Obama to connect with all demographics of voters,” adds Emanuel.
As President-elect, while Obama will take on the task of getting the economy back on track; as his Senior Advisor, Axelrod will continue to polish his image in these turbulent times. As Obama said in his winning speech, “It’s been a long time coming, but tonight… at this defining moment, change has come to America.” God knows, that country needs it and how!
Savreen Gadhoke
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Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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