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This blog offers an international look at the 2016 U.S. presidential campaign. Indeed, campaigners worldwide are fascinated with American election campaigns. We observe relentless paid television advertising, straight-forward attack spots, sophisticated targeting and record-breaking fundraising. One cannot – and should not – simply copy paste American campaign techniques. However, campaigners out there in Europe, Latin America, Africa and Asia can get a lot of inspiration and specific takeaways from the most professional campaign in the world. This is the purpose of this blog.

Clinton Emails: The FBI apparently found 15’000 new emails

In a presidential election campaign, voters usually take repeated looks at the main candidates. The FBI has apparently found about 15’000 emails sent by then Secretary of State Hillary Clinton on her private server. How will this affect the election? Of course, it depends a great deal on the content of those emails. Generally speaking, I think that swing voters don’t care that much about what server Clinton used back at the time when she served as Secretary of State. Also, if there is nothing outrageously scandalous in these new emails, timing might work in her favor. I have seen this happening in many campaigns myself: the closer to the election new information becomes public, the more voters see and evaluate it through the prism of the election campaign. “Why only now? If there were something to it, it would have become public earlier”, respondents typically say in such situations in focus groups.

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