CMO Confidential: Gary Briggs on Marketing Lessons from the 2024 Presidential Election

Episode Title: Gary Briggs | Marketing Observations and Lessons Learned From the 2024 Presidential Election
Host: Mike Linton
Guest: Gary Briggs
Release Date: February 18, 2025

Introduction

In this enlightening episode of CMO Confidential, host Mike Linton welcomes marketing veteran Gary Briggs to discuss the intricate and high-stakes marketing strategies behind the 2024 Presidential Election. With a rich background that includes leadership roles at major companies like PayPal, eBay, Motorola, and Facebook, Gary offers a deep dive into the colossal marketing machine that propels a presidential campaign to victory.

The Monumental Scale of Political Marketing

Gary Briggs opens the discussion by highlighting the unprecedented scale of the 2024 Presidential campaign's marketing efforts. He emphasizes the staggering $10-12 billion spent on the election, with $4-5 billion allocated specifically to media campaigns.

“The amount of money, particularly as it relates to presidential campaigns, is stunning. The 2024 presidential election will likely hit north of $10 billion in spending, maybe $12 billion across all the different hard side, soft side, coordinated groups, independent groups” (03:03).

This immense financial commitment surpasses typical corporate marketing budgets by orders of magnitude, underscoring the high stakes and intense competition inherent in presidential races.

Gary’s Role in the Campaign

Joining the Biden-Harris campaign in April 2024 as Senior Advisor for Paid Media, Gary was pivotal in managing media budgets and agency relationships. Initially, his involvement was limited due to President Biden's established communications team. However, as Harris became the primary candidate, Gary's responsibilities surged dramatically.

“Once Harris became the candidate and there was a reorganization, I got tons busier, which I'm happy to” (06:01).

His role expanded to include oversight of television reservations, digital media strategies, and close collaboration with key campaign managers, making him a cornerstone of the campaign’s marketing operations.

Strategic Media Allocation and Spending

A significant portion of the discussion revolves around how the campaign allocated its media budget. Gary explains the strategy behind targeting swing states and the meticulous planning required to maximize the impact of each dollar spent.

“We placed about $300 million worth of television reservations in mid-August based on a couple of weeks of fundraising, projecting how much money we would raise through the end of the campaign” (06:01).

The campaign focused its efforts on approximately 18% of the country, primarily targeting seven swing states plus Nebraska’s second congressional district. This concentrated approach ensures that resources are directed where they can yield the highest electoral returns.

Data-Driven Decision Making

Gary underscores the critical role of data and analytics in shaping campaign strategies. Utilizing detailed voter files and real-time data analytics, the campaign meticulously gauges voter behavior and adjusts its strategies accordingly.

“Political campaigns are extended probability theories. You calculate the propensity of voters to support a candidate and use that data to allocate resources effectively” (10:33).

This data-centric approach allows the campaign to target specific demographics with tailored messages, optimizing both digital and traditional media efforts to influence voter behavior.

Team Structure and Agency Collaboration

The campaign's success is attributed to a robust team structure and strategic partnerships with specialized agencies. Gary highlights the collaboration with firms like Blue Sky for creative and media trafficking, and various digital agencies adept at managing extensive online campaigns.

“We worked with Blue Sky, a phenomenal firm that handled creative and media trafficking, alongside specialized linear and digital media firms” (19:57).

This diversified expertise ensures that all aspects of the campaign's marketing efforts are seamlessly integrated and efficiently executed.

Opponent Strategies and Competitive Analysis

Gary provides insights into the Trump campaign’s media strategies, noting their unique use of platforms like YouTube for negative targeting and exclusion tactics.

“The Trump campaign was using YouTube like television, employing negative targeting or exclusion targeting, such as buying ads in Pennsylvania but excluding heavily Democratic areas like Philly and Pittsburgh” (17:13).

Understanding and anticipating the opponent's strategies allows the campaign to adapt and counteract effectively, maintaining a competitive edge throughout the election cycle.

Messaging Strategies Aligned with Media Buys

Crafting the right message is as crucial as the media spend itself. Gary explains how the campaign’s messaging was tailored to address the primary concerns of voters, such as the economy and immigration, while also targeting specific constituencies with relevant issues.

“We knew the economy was a massive issue. People were generally optimistic about their personal situations but felt negatively about the country’s direction” (22:40).

By aligning messaging with media strategies, the campaign ensured that the right messages reached the right audiences at the optimal times, enhancing voter engagement and persuasion.

The Power and Challenges of Fundraising

Fundraising emerged as the lifeblood of the campaign, with rapid and substantial contributions enabling aggressive media buys. Gary acknowledges the challenges posed by external PACs and independent groups that can influence spending dynamics.

“Money rules in a way that I wish it didn't. Fundraising is the lifeblood here” (14:23).

Despite substantial self-funded resources, the campaign faced significant competition from powerful PACs supporting Trump, underscoring the complexities of navigating financial influences in political marketing.

Conclusion and Teaser for Part Two

As the episode wraps up, Mike and Gary hint at further discussions on advanced media strategies and the evolving digital landscape that shaped the election's outcome. Listeners are encouraged to tune in next week for a continuation of this deep dive into the 2024 Presidential Campaign's marketing triumphs and challenges.

Key Takeaways

• Unprecedented Spending: The 2024 Presidential Election saw marketing expenditures exceeding $10 billion, with a significant portion directed towards targeted media campaigns.

• Data-Driven Strategies: Utilizing comprehensive voter data and real-time analytics allowed for precise targeting and resource allocation.

• Collaborative Team Effort: Strategic partnerships with specialized agencies were crucial in managing the campaign's extensive media and creative needs.

• Adaptive Messaging: Crafting tailored messages to address broad and specific voter concerns enhanced the campaign’s effectiveness.

• Competitive Intelligence: Monitoring and countering opponent strategies ensured the campaign remained agile and responsive in a dynamic electoral environment.

This episode of CMO Confidential offers invaluable insights into the high-octane world of presidential campaign marketing, showcasing how data, strategy, and collaboration converge to influence electoral outcomes. Whether you're a marketer, advertiser, or simply intrigued by the mechanics of political campaigns, Gary Briggs' experiences provide a masterclass in navigating one of the most scrutinized roles in the executive suite.