In the second episode of The Political Marketing Podcast, I spoke to Sir Chris Powell, one of the most influential figures in British advertising and political communication.
Chris helped advise the Labour Party on its advertising and messaging for more than a decade. He was a key part of the so-called “Shadow Communications Agency”, a group of volunteer strategists and creatives who worked behind the scenes on Labour’s campaigns through the 1980s and 1990s.
In our conversation, Chris explains what the shadow agency really was (a “convenient fiction”), why it was kept informal, and how it managed to attract some of the top talent in the industry, all working unpaid because they believed in the cause. We also discuss what made that era’s comms team so effective, with names like Peter Mandelson, Philip Gould, Alastair Campbell and Deborah Mattinson all involved.
But this episode isn’t just a history lesson. We also talk about Chris’s recent work on the dangers of populism, and how campaigners can fight back.
Chris is co-author of Winning Against Populists, a practical guide that draws on lessons from around the world. He warns that liberal and centre-left movements often get it wrong by chasing swing voters, ignoring cultural relevance, and attacking populist leaders head-on (which often backfires).
Instead, he argues:
Don’t attack the populist. Address the pain their voters are feeling. Offer real solutions to the problems they exploit, particularly bread-and-butter issues like the cost of living and public services. Focus on turning out non-voters rather than persuading a shrinking pool of floaters. And above all, cooperate across parties if you’re serious about stopping populist gains.
It’s a brilliant conversation with someone who combines campaign experience, creative skill and strategic insight. There are lots of practical takeaways not just for political professionals, but for anyone trying to understand how political advertising actually works.
Listen now: links to various podcast platforms
Find Chris’s project here: https://www.winningagainstpopulists.com
politicaladvertising.co.uk 