President Clinton
REDEFINING THE PRESIDENT

The challenge: Just after the fall of the House of Representatives in 1994, President Clinton needed to recast himself as centrist Democrat who would protect Americans from Republican extremism.

The solution: From December 1994 through the end of 2000, Bernard Whitman was instrumental in conducting extensive public opinion polling for President Clinton. Using innovative research techniques, Whitman tested scores of political advertisements to advance the President’s agenda and define successful themes to keep public opinion behind Clinton.

The result: Whitman identified the most powerful advertisements to successfully reposition Clinton as a moderate, leading to his easy reelection. Whitman continued to assist in the polling for Clinton during the second administration.

Research tools:
Quantitative Benchmark Polling
Message Development and Optimization
Advertising Testing
Tracking Polls
Crisis Management Strategies

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