In today’s Adweek, Andrew Graff reconstructs Scott Brown’s campaign and takes a closer look at five successful strategies, including a well crafted public image, smart media buys, community building, strategic partners and taking the high road.

From the article:

The entire country has had its eye on the special Massachusetts Senate election, as the iconic Ted Kennedy’s seat became vacant. Both candidates had to rev up their marketing machines, given that they only had five months to get elected compared with the usual 18 months politicians usually have to prepare.

Out of the Republican gate, a virtual unknown candidate and onetime Cosmopolitan centerfold, Scott Brown, captured the hearts of college students, wealthy professional suburbanites, the working class and senior citizens and won the election.

Read the entire article here.