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Promotional ideas and technique. Always radio, always positive.

Advertising conundrum solved

We now know which half of the money spent on advertising is wasted. It’s the half spent making “McCain is elected” promos.

But “Obama is elected” promos are now helping the BBC’s global audiences to find a whole range of content related to the US election which, as the promotional campaign would have it, is “the vote that affects your world”.

Given the global reaction we’re hearing from Iraq, Indonesia, Afghanistan, Europe, Kenya and beyond this claim has been satisfyingly justified by our audiences.

We didn’t rush the Obama promos onto air the moment the announcement was made, but waited until the speeches were over, the euphoria had been properly reflected and the debate moved on to what challenges are waiting for the Obama administration.

It just felt right that way… and we were up by then.