“…by the time the polls closed…Mr. Lapid had [become] one of the most powerful political leaders in the country, leveraging… a populist message that resonated.” –New York Times.
Headlines in every paper in the country trumpeted
Lapid’s stunning achievement:
– Maariv, “A Weakened Right, A Blow
to Netanyahu, The Big Winner: Yair Lapid”
– Haaretz, “Dramatic Achievement for Yair Lapid, Disappointment in the Likud”
– Israel Hayom, “Lapid’s Surprise, Likud’s Disappointment”
– Yedioth Ahronoth, “Israel Wanted Change: A Blow to Netanyahu, A Leap for Lapid”
– Haaretz, “New King is Crowned: Yair Lapid”
The Mellman Group served as the party’s general consultant, strategist, and pollster, helping develop every aspect of the campaign effort including message, advertising, communications and voter contact.
We were privileged to work with outstanding candidates as well as a superb team led by the uniquely talented campaign manager, General (res.) Hillel Kobrinsky, amazing spokesperson Nilly Richman and an outstanding ad team under Yoram Bauman.
Achieving these historic results, despite the fact that the law limits new parties to just 7 minutes of television broadcast time (compared to 49 for the governing party) and limits spending to a small fraction of the other parties, is testimony to the effectiveness of both the party’s candidates and its campaign which was waged via social media, some two weeks of internet advertising, press interviews and person-to-person contact. The Party’s message focused on the concrete concerns of the middle class in sharp contrast to other contenders.