Senator Susan Collins was in her most challenging race of her career against Maine’s Speaker of the House Sara Gideon, a well-known and very strong candidate. It was clear from the start it would be a tough campaign, given the political environment and polling. The 2020 campaign was one of the most expensive in history with more than $200 million spent – the Gideon campaign outspent Collins by over $150 million. We used insights from a panel to drive our messaging and relied on fresh creative to cut through the crowded airwaves.
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