Sir Chris Powell, the celebrated advertising strategist behind New Labour's 1997 landslide victory, has issued a stark warning to Keir Starmer's government. He argues that Labour lacks a coherent plan to counter the 'existential threat' posed by populism and the surging popularity of Reform UK, urging a 'fundamental reset' of strategy.
A 'New and Terrifying Threat' to Democracy
In a forceful intervention, Powell stated the UK is at a 'very dangerous moment'. Writing for the Guardian, he cautioned that there are just three years to stop what he termed a 'new and terrifying threat' from populists, suggesting parties like Reform UK could endanger national institutions and democracy itself. He expressed alarm that a large-scale counter-plan is not in place, nor even in the planning stages.
'We simply cannot afford to allow Reform UK to have a free run, and become established and entrenched as a credible potential government in the minds of disenchanted voters,' Powell wrote. He dismissed hopes that Reform or Nigel Farage would implode as 'potentially suicidal for our freedom and democracy'.
The Battle for Attention and Narrative
Powell's warning comes as Labour grapples with poor poll ratings and Starmer's personal unpopularity, while Reform UK has led opinion surveys for almost a year. Despite Downing Street's plans to revamp communications—using influencers and viral videos on platforms like TikTok—Powell criticised the current efforts as 'small scale'.
He argued the government's narrative has been dominated by its own failings and internal conflicts, rather than the battle against a populist surge. Through his 'Winning Against Populists' project with data consultant David Cowan, Powell insists Labour must 'wage and win the daily war for attention' to ensure its voice is heard where voters are: scrolling on their phones.
Call for a No-Holds-Barred Rethink
Recalling the seminal 1995 election planning meeting at his home with Tony Blair's team, Powell said Starmer needs a similarly radical overhaul. This requires 'new strategy, new branding, new policy, new presentation, new organisation'. He described the current situation as a 'textbook case of an establishment party caught in the headlights', as populists fill the vacuum of voter discontent.
He pointed to successful Democratic campaigns in the US that focused relentlessly on bread-and-butter issues in plain language. Powell concluded that relying on a rational 'hold-your-nose' vote is a failing strategy, and 'Labour needs a comprehensive action plan, now. Time is a luxury they can’t afford.'
Internal Anxiety and Electoral Tests Ahead
While some in Number 10 believe progressive voters will ultimately rally behind Starmer to block Reform, many Labour MPs fear this is a complacent strategy that underestimates Farage. The Prime Minister attempted to address concerns in his New Year message, stating: 'By staying the course, we will defeat the decline and division offered by others.'
The coming electoral tests—including this year's elections in Wales and Scotland, and local contests in England—will be crucial. They will measure how far Reform's poll dominance translates into seats, with Starmer's position potentially under threat if Labour suffers heavy losses. In response, Starmer is planning a series of Chequers receptions for MPs to dispel angst about expected difficult elections in 2026.
