Hey, someone had to write this post. Why shouldn’t it be me, damnit!

At the end of the day, elections are marketing campaigns. You have a product (a candidate), a message (a vision), and a market (the voters). And when an underdog wins, there’s something every brand can learn from that.

So, here’s my take on what any adtech company—or really, ANY company—can learn from Zohran Mamdani’s victory in the New York City mayoral race.

1-Authenticity Wins

At the end of the day, authenticity is the most valuable currency in branding/business. It builds trust, connection, and credibility. When people believe you mean what you say, they’ll listen longer and care more. Zohran’s campaign worked because he spoke plainly about what he believed in (agree with it or not). The same goes for brands. Speak from a place of conviction, and the rest will follow.

2-Don’t Be Afraid to Be Weird

The Mamdani campaign tried things that most political teams wouldn’t. They centered their message around a younger audience, used unexpected channels and formats, and leaned into humor and experimentation. The result? A coalition that felt seen and energized. There’s a lesson here for companies too: you don’t stand out by playing it safe. Take creative risks. Try something new. Be a little weird.

3-Never Stop Campaigning

Winning hearts—or customers—is a 24/7 endeavor. The Mamdani team, even with a commanding lead in the final weeks, never really let up. Every moment was a chance to reinforce their narrative/story. In PR, that’s how loyalty is built: consistent, ongoing engagement across every touchpoint. You can’t turn it on and off. Stay visible, stay active, and keep working every corner of the room.

4-Mix It Up When You Need To

Not everyone will like you, and that’s fine. The old advice used to be: ignore your critics and they’ll go away. Today, that’s not always true. Sometimes you need to engage and correct the record. Push back where it matters, especially when misinformation can spread fast. But choose your battles wisely—you can’t win them all.

5-Don’t Feed the Haters

There will always be people who just don’t like you, no matter what you do. Let them exhaust themselves. Focus your energy on those who are persuadable—the people on the fence who want to believe but need a reason to. (This is where mixing it up is valuable!)

6-Message Is Everything

Story first, product second. That might sound counterintuitive, but it’s true. Voters don’t pick candidates based purely on policy, and customers don’t choose companies based purely on features. They choose based on what you represent and how you make them feel. If you have an authentic story, a clear message, and a believable vehicle/spokesperson, people will follow.

Anyway, the takeaway is simple: authenticity, creativity, and clarity still win the day. Adtech companies—or really, any company—should keep that in mind when thinking through their PR strategy.

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👉 Building your adtech company’s PR program? Contact adtech PR expert Chris Harihar on X (@chrisharihar), LinkedIn, or by email. 

Chris is a 15-year adtech PR expert who has helped leading companies go public and guided up-and-comers to break through in a crowded market. Clients include DoubleVerify, Yahoo DSP, and more.