Branding Politix, Fundraising, Messaging, New Media, Report from the Field, Research & Ideas • April 8th, 2008

It’s a millennium thing. Get used to it.

by Greg Batiansila

For years, American culture – from politics to entertainment to our interpretation of law – has been under the influence of the Baby Boom generation. Boomers will continue to enjoy considerable power and sway even while they gray and retire. But Americans will now have to reckon with a new force – the Millennial Generation.

Millennials – the name given to those born between 1978 and 1996 – boast Boomer-like numbers, education and clout. Researchers are finding this new generation is very different from previous generations in their view of the world and how they vote. For example, almost 50% of Millennials identify themselves with the Democrat party while only 35% align themselves with Republicans.

Laying claim to the media platforms where Millennials communicate, shop and visit is an essential part of today’s and all future campaigns. McCain’s may be the last of the dinosaur campaigns that ascend almost solely through traditional fundraising and media. Look for all campaigns in the future to use the web – perhaps exclusively – create and enhance community, and raise money.

In 2008, close to 50 million Millenials will be eligible to vote. How many actually vote, and how they vote, and what moves them remains to be seen. But you’re already seeing the beginning salvos…like here and here and here…in a battle for the heart, soul and vote of the Millennial generation.

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2008 Primaries, New Media, Research & Ideas, Strategic Blueprints • February 15th, 2008

Rising star, part 1

by Greg Batiansila

When notable conservatives are comparing Barack Obama’s presence to Ronald Reagan’s - you’ve got a rising star.

And when you’re creating pieces like this for your campaign… if you haven’t seen the video I’ve dropped in below yet, watch it. And, frankly, if you’ve seen it before, watch it again. This is a scintillating product, moving art, remarkable. No other candidate would try to make something like this - and if he or she did, we’d wonder why they’re trying to imitate Obama? Check and mate.

Not to say we wouldn’t try to emulate it. I sat and watched it with the head of our video department and he was genuinely impressed with the timing and the vision. He mentioned that a novice might figure someone turned a camera on and let people kind of “riff.” But it’s not. This has been lit and shot and planned, planned so immaculately that it looks effortless. And it doesn’t hurt that you’ve got Scarlett and Kareem involved. But honestly, the power of this piece has less to do with who is in it than how it’s shot and edited, and the focus on message.

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