Modernizing a Party to Rebuild its Majority: The British Labour Party


SITUATION

By the time Tony Blair took over the party leadership in 1994, it had been 15 years since the Labour Party had last formed a government. Three Labour leaders before Blair had tried and failed to overcome the increasingly unpopular Conservative party led by Prime Minister Margaret Thatcher. Blair knew that for the Party to regain the confidence of the British public, Labour would first have to change itself.

SOLUTION

Looking across the Atlantic at Bill Clinton’s successful efforts to remodel his own party, Blair and the British Labour Party hired Stan Greenberg to conduct opinion research, develop strategy, and help craft winning campaign messages, taking "New Labour" to the voters. The electorate responded and in 1997 sent Tony Blair to Downing Street and Labour into Government with a landslide victory. Greenberg Quinlan Rosner would continue to work with the Labour Party, refining the messaging and identifying the key voter segments that helped Labour retain power in historic 2001 and 2005 victories, helping Blair, Chancellor Gordon Brown, and New Labour usher in a period of unprecedented prosperity and policy innovation in Britain.

METHODOLOGY

Greenberg Quinlan Rosner provided Labour with campaign polling, including benchmark and tracking surveys, focus groups, and segmentation modeling of the electorate.