Barely had we planted ourselves in our chairs yesterday morning than were we straight up out of them, up in arms. Panic descended upon the agency as speculation circled about Theresa May's surprise press conference. Was she resigning? Due to health grounds? A snap election? War?!
The election hadn't even been called and the media was already in a frenzy. And it's only going to get more frenzied from here. Raymond Snoddy has a few thoughts on this over at Mediatel's blog. Global politics of the last two years - shocks, muckraking and all - have left us weary, just ask Brenda from Bristol. But what have the big elections of 2015 and 2016 taught us?
New electorate, new media
We know it without thinking, but Raymond Snoddy goes into some depth about the political leanings of our traditional newsbrands. And it doesn't look good if you're not a fan of blue. Labour spent staggeringly little on Paid Social in the run-up to the 2015 General Election, which, as we know, didn't turn out very well for them. Will we see a shift towards the Facebooks of this world as they try and reach the disenfranchised Millennial?
In whom do we trust?
Then again, with all the fake news lark, are we now too savvy to believe anything we read on Facebook? This election could be the opportunity the big Digital behemoths have been looking for to prove their credibility in the face of the "trust" scandal, with content flagging features sure to be getting their baptism of fire over the next seven weeks. Then again, with many in the UK complaining of Facebook going down yesterday amid the furore of election chatter, it looks like we're not turning our backs on the platform just yet (albeit, could just be coincidence).
We haven't talked about data yet, let's do that
Ed wrote a piece a few weeks ago about how data might or might not have played a part in the US election last year. What we do know for sure is, when the Obama team turned to data in 2008 and again in 2012... well, we know the rest. And in an industry where data is king, and an election campaign just seven weeks long, we can be pretty sure that digital and data will be absolutely key to how the next five years turns out for the UK.