In the latest episode of The Political Marketing Podcast I had the pleasure of a fascinating conversation with Tom Edmonds, a leading election campaign practitioner and co-founder of digital communications agency Edmonds Elder.
Tom has been campaigning at the coal face of British politics during some of the most pivotal moments of the last decade, from the Conservative Party’s surprise majority in 2015 to the tumultuous 2016 EU Referendum and the 2017 snap general election.
Our discussion offered a compelling look at the evolution of digital campaigning and the strategic choices that shape our political landscape.
The Digital Leap: From Gimmick to Game-Changer
Tom’s journey in political campaigning began way back in 2007, an era that feels a lifetime ago in digital terms. He recounted how the 2010 general election was “very much an analogue election,” with the Conservatives spending a mere £50,000 on online advertising compared to £5 million on billboards. Digital then was largely for “stunts” and “gimmicks,” designed more to feed the lobby than to connect with voters.
However, by 2015, everything had changed.
Tom became the party’s Director of Digital and Creative and, working alongside Craig Elder and under the overall leadership of Lynton Crosby, the Conservatives made a monumental shift, dedicating over £5 million to online advertising while significantly reducing their billboard budget.
This wasn’t just about shifting money; it was about embracing digital as a core channel for everything from volunteer recruitment and fundraising to directly reaching swing voters.
So, why did the Conservatives make this leap while Labour seemed to miss the boat? As Tom explained, it largely came from the top. David Cameron and George Osborne, both deeply interested in political communications, championed the shift. They, along with key figures like Lord Feldman and, crucially, Lynton Crosby, saw the potential.
One surprising aspect of the speed with which tactics changed was the role that MPs on the ground played.
Tom and his team ran digital activity in key seats, local MPs felt the immediate impact it was having – increased recognition, engagement, and direct feedback – and so they demanded more. This created a “virtuous cycle” where success begot more investment and further innovation.
The Last Great Poster? “Miliband in Salmond’s Pocket”
Our conversation naturally turned to what I consider the most effective and consequential ad of all time: “Miliband in Salmond’s Pocket” from the 2015 UK general election.
Tom believes it might be “the last great political poster” given the shift in communications.
He revealed how the idea emerged from consistent feedback in focus groups: the perception of Ed Miliband as weak, juxtaposed with Alex Salmond as a dominant figure. The genius of the M&C Saatchi ad, with its simple visual and lack of words, was its ability to crystallise public sentiment and instantly resonate. It caused “panic amongst Labour ranks” and, crucially, wasn’t easily defaced, unlike previous posters of the Cameron era.
It raised the salience of Miliband’s perceived weakness and the “coalition of chaos” narrative, playing a pivotal role in securing the Conservative majority.
The Crosby Way: Discipline, Process, and Understanding the Voter
Working closely with Lynton Crosby requires incredible discipline. Tom affirmed that Crosby’s mantra, “You can’t fatten a pig on market day,” truly encapsulated his approach. The 2015 campaign was meticulously planned years in advance, focusing on “getting the barnacles off the boat” – removing distracting issues.
Crosby’s unique ability to connect with “any voter in any constituency” – chatting in cabs, pubs, and barbershops – allowed him to ground sophisticated strategic thinking in real public sentiment.
He would rally the entire campaign team in HQ, from researchers to receptionists, to articulate the “long-term economic plan,” fostering an unparalleled level of message discipline and unified purpose.
This remarkable leadership, herding the (sometimes dead) cats of a political party, is a significant part of the job and key to consistent victory.
2017: The Snap Election and the “FU Vote”
The 2017 snap election presented a stark contrast. Lacking the years of preparation that defined 2015, the Conservatives were caught off guard. While Theresa May was a dedicated leader, her communication style was not that of David Cameron or, crucially, Jeremy Corbyn, who had honed his campaigning skills through two leadership contests.
Tom argued that voters felt “taken for granted” by May’s attempt to secure a large majority, leading to a rise in what he termed “FU elections.”
In an era of declining party loyalties, voters are increasingly angry and willing to use their vote to “teach the government a lesson,” rather than simply choosing a preferred party. This shift means governments have less time to prove themselves and face a more volatile electorate.
The EU Referendum: The Asymmetric Campaign
The EU Referendum was another “FU election” where voters used the opportunity to vent frustrations. Tom highlighted the critical difficulty in finding a “compelling message” for Remain that resonated as universally as “Take Back Control.”
While arguments around economic and military security were true, they weren’t emotionally engaging for an electorate worried about immediate job prospects.
Crucially, Tom pointed out the asymmetry of the campaigns. Vote Leave, as a temporary entity, could “say whatever they like,” playing “bare-knuckle boxing” rules. Remain, fronted by the government, was bound by “Queensberry rules,” unable to deny outlandish claims (like Turkey joining the EU) without sounding evasive. This fundamental imbalance made effective communication profoundly difficult.
The Future of Political Content: Authenticity and Action
Looking to the modern day, Tom believes the biggest shift is towards “authentic, real” content. Politicians doing well now are those who can connect online through channels like TikTok and Instagram, embracing a less polished, more direct style. Robert Jenrick’s content, for example, mirrors YouTubers by showing him “doing a thing” rather than just talking, generating significant engagement.
The next frontier, Tom predicts, is “going all in” on partnerships with influencers and podcasts, potentially bypassing mainstream media entirely. He sees a candidate taking the risk to give exclusives and deep access to digital channels, much like Donald Trump successfully tapped into specific demographics in the US.
Listen now
This episode offers deep insight into navigating the complexities of modern political campaigns, from historical shifts to future trends. It’s a must-listen for anyone interested in the strategic minds behind how parties win hearts, minds, and votes.
Listen to the full episode with Tom Edmonds “Inside the digital communications machine” (Episode 4) on The Political Marketing Podcast – available now on all major podcast platforms.
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