You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Never Mind Social Media. This Was The Obama Campaign's Real Secret Weapon Plus: Post-Mortem Thoughts on Romney-Ryan Branding By Simon Dumenco, Published on November 12, 2012 7 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.