Gary Briggs | Marketing Observations and Lessons Learned From the 2024 Presidential Election

2025-02-18

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A CMO Confidential Interview with Gary Briggs, former CMO of Facebook and eBay, and board member at Etsy, Petco & Combe. As the Paid Media Advisor to the Harris campaign, Gary shares the inside story of what it is like to work at breakneck speed in the rapid spin up of a political organization and all of the marketing that goes with it. Key discussion points include: a look at the billions spent in 18% of the country; what it's like to make tens of thousands of creative assets at speed; why all of the marketing, public relations, social media and news organizations function as a "single thing" for consumers; and the extreme segmentation and personalized messaging that accompanies "the voter file." Tune in to hear if working on a political campaign is right for your career and why campaigns error on the side of "more is more."

For more information on @Adobe Summit visit https://summit.adobe.com/cmoconfidential

Get an exclusive behind-the-scenes look at the 2024 presidential campaign marketing with "Inside 2024 Campaign Marketing Secrets 🚨." In this episode of CMO Confidential, five-time CMO and host Mike Linton welcomes marketing veteran Gary Briggs to discuss the incredible scope, rapid scaling, and strategic decision-making behind political campaigns. Gary, former marketing leader for Facebook, PayPal, and eBay, shares his hands-on experience working on the Biden-Harris campaign and reveals the strategies that shaped the election’s outcome.

Key topics include the unprecedented $10 billion in campaign spending, the role of targeted paid media, and crafting a winning messaging strategy under intense time and budget constraints. Tune in to hear expert insights on voter analytics, game theory in political advertising, and the challenges of operating at a scale unmatched in the corporate world. Discover what it takes to build and dismantle a billion-dollar marketing operation in months and how these lessons apply to any high-stakes business environment.

Don't miss this opportunity to learn from top marketing minds! Subscribe to the CMO Confidential Newsletter for exclusive content, and stay tuned for part two of this fascinating conversation.

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CHAPTERS:

00:00 - Adobe Summit

00:41 - Introduction to the Summit

01:24 - Overview of the 2020 Election

02:28 - Marketing Strategies in Elections

05:33 - Gary's Involvement in the Election

09:42 - Understanding the Voter File

11:42 - Biden Campaign's Data Resource Allocation

13:33 - Media Strategies of the Biden Campaign

19:15 - Scale of Biden's Media Operations

22:15 - Effective Messaging Techniques