Mr Wolf’s Tony Singleton breaks down why the 2023 Voice referendum’s Yes campaign struggled to hold public support, in Mumbrella.

Mr Wolf’s managing partner Tony Singleton was invited by Mumbrella to unpack one of the most talked-about marketing failures of 2023: how the Yes campaign for the Voice referendum went from a reported 65% lead in early polling down to just 43% support in its final week.

Writing for Mumbrella’s Opinion section, Tony’s analysis goes beyond the immediate campaign tactics to ask a broader question facing the industry: why do progressive causes so often struggle with effective marketing, even when public opinion initially favours them? His piece looks at how campaign messaging shifted over time, and the risks of assuming that once people understand the details of a policy, their initial support will hold firm.

The piece sparked genuine debate, drawing more than a dozen reader comments and a real back-and-forth with Tony himself in the comments section — exactly the kind of engaged discussion that reflects the kind of sharp, sometimes contrarian strategic thinking Mr Wolf brings to its client work.

Read the full piece at Mumbrella here.

See more News and Articles at our News page