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This strategy of using the President’s family was profiled in the New York Times: “Obama’s campaign used pictures of the president’s family at every opportunity. This was no accident. The campaign field-tested…and settled on the winning combination of image, message and button placement.”

Data showed that 49% of grandparents had taken on some responsibility for helping to raise their grandchildren. We targeted this piece to retirees who were most likely to be caregivers to their grandchildren.


We poll tested the efficacy of our mail with the Rob Miller campaign in South Carolina. Voters receiving the mail supported Miller by 8 points, compared to those just seeing him on TV.


Independent men in focus groups made fun of McCain and Bush, often referring to them as “jokesters,” “stooges” and “morons.” We delivered them the image they had of the Republicans.

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