Labor’s Australians First ad is a classic example of what can happen when you create a campaign without having a strategy behind it.

The strategy would have asked important questions, like:

  1. Who is our target audience?
  2. What message do we want to communicate?
  3. What are the risks of such a campaign that we want to avoid?

Somewhere in there, someone would have said “make sure they aren’t all white people”.

Lesson: Marketing without strategy = danger.