In this episode, Benedict is joined by Damian Lyons-Lowe, founder and CEO of Survation, one of the UK's most influential market research firms.

This conversation dives deep into what political parties truly know about voters and how that understanding shapes their strategy, both overtly and subtly. Damian cuts through the common narratives about polling in politics, revealing that both extremes—that everything is "polled and focus-grouped to death" and that the "whole operation is a complete shambles"—can, in fact, be true simultaneously.

You'll hear Damian discuss the critical balance between "gut instinct" and data-driven decisions. He unpacks complex dilemmas, such as Labour's strategic challenge in appealing to different voter groups, and whether focusing on issues like the NHS or immigration holds more sway.

The episode also explores the "nuts and bolts of a political segmentation" – how parties group voters based on views, characteristics, and behaviours using rigorous data. Damian shares fascinating insights into the impact of a fragmented voter landscape on top-line polling and the increasing sophistication of tactical voting in elections.

Finally, Damian offers crucial advice for any political campaign: don't just poll for popularity. Understand your credibility on an issue and consider the potential trade-offs and alternatives of any policy.

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In this episode of the Political Marketing podcast, host Benedict Pringle interviews Sir Chris Powell, a prominent figure in British advertising and political marketing. They discuss the historical context and impact of Labour’s ‘Shadow Communications Agency’ in the 1980s and 1990s, as well as the challenges posed by populism in contemporary politics. Sir Chris shares insights from his experience advising the Labour Party, emphasising the importance of understanding voter concerns, the need for cooperation among anti-populist forces, and strategies for effectively engaging with voters. The conversation also touches on the significance of addressing bread-and-butter issues rather than getting distracted by populist rhetoric.

Takeaways

• The Shadow Communications Agency was a convenient fiction.
• Understanding cultural context is crucial for effective campaigning.
• Cooperation among anti-populist forces is essential for success.
• Targeting non-voters may yield better results than chasing floating voters.
• Direct attacks on populist leaders can backfire and reinforce their support.
• Addressing voter concerns is key to winning elections.
• Effective political communication requires clarity and relatability.

Keywords

political marketing, advertising, populism, election strategy, Labour Party, political communication, voter engagement, anti-populism, political campaigns, Sir Chris Powell

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In this first episode of The Political Marketing Podcast, Benedict Pringle speaks to Professor Jennifer Lees-Marshment, one of the founding figures in the field of political marketing. They explore what political marketing really is, how it developed as a discipline, and how it played out in the 2024 UK general election.

The conversation covers Labour’s broad but shallow appeal, the Conservative collapse, the ethics of election advertising, and whether political parties are managing their people and their brands effectively. With reflections drawn from Jennifer’s new book Political Marketing and Management in the 2024 UK Election (to which Benedict contributes a chapter), this episode offers a thoughtful and wide-ranging look at the strategies, missteps and messages that shaped one of the most significant elections in recent history.

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