Balancing rationality & emotion key to political messaging, says Best for Britains Roscow [Video]

Political campaigns have long been a battlefield of ideas, but for Cal Roscow, executive director of marketing at Best for Britain, the real challenge lies in how those ideas are communicated, as he explains to Politics for Drummies.

In an era when political messaging must cut through misinformation, voter apathy and a fragmented media landscape, Roscow recently told Politics for Drummies host Alastair Duncan how he believes marketing plays a critical role in shaping public perception and how Best for Britain can make policy resonate with the UK public.