The Conservative Party: Winning the Benefit of the Doubt

Principal author: Richard Storey, M&C Saatchi
Contributing author: Steve Parker, The Conservative Party


This paper explores the role communications played in helping the Conservatives secure a General Election victory most commentators, pollsters and voters didn't expect.

Specifically, we show the marginal effect paid-for advertising had over and above the omni-channel communications onslaught that characterises elections.

The 2015 Election was shaped by six parties, not the usual two or three. So, the concept of swinging voters from Labour to Conservative was superseded by a strategy of swaying supporters of smaller parties.