Sir Chris Powell, the advertising guru behind New Labour's iconic 1997 election victory, has issued a stark warning to Keir Starmer's government, demanding a 'fundamental reset' to counter the rising threat from Reform UK. Powell argues that without an urgent and comprehensive plan, the populist party risks becoming entrenched as a credible alternative in the minds of disenchanted voters.
A 'New and Terrifying Threat' to Democracy
In a forceful intervention, Powell highlighted that the UK faces a 'new and terrifying threat' from populist forces, explicitly naming Reform UK as a potential danger to democracy and national institutions. Writing for the Guardian, he stated there are just three years to thwart this challenge and criticised the current lack of a counter-strategy.
'We are at a very dangerous moment,' Powell wrote. '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.' He dismissed hopes that Reform would implode or the right-wing vote would fracture as 'potentially suicidal for our freedom and democracy'.
Winning the 'Daily War for Attention'
Powell, who is the brother of Sir Keir Starmer's national security adviser Jonathan Powell, warned that the government's narrative is too often focused on its own internal conflicts rather than the battle against populism. He argued that with Nigel Farage and Reform UK dominating social media, Labour must learn to 'wage and win the daily war for attention'.
As part of his 'Winning Against Populists' project, he called for a new communications strategy that ensures the government's voice is heard where voters are – on social media feeds. While Downing Street has plans to use influencers and platforms like TikTok, Powell described current efforts as 'small scale'.
He pointed to successful Democratic campaigns in the US, where candidates won by relentlessly focusing on 'bread and butter issues: jobs, roads, schools, prices' in plain language. Starmer's party, he suggested, must interact far more effectively on the issues voters care about.
The Call for a No-Holds-Barred Reboot
Recalling the pivotal early planning for Tony Blair's 1997 campaign, Powell said Starmer needs a similarly radical overhaul. 'New strategy, new branding, new policy, new presentation, new organisation … this kind of no-holds-barred thinking is needed. A fundamental re-set,' he urged.
He framed the current political landscape as a 'textbook case of an establishment party caught in the headlights', while its populist opponent expertly capitalises on voter discontent. Relying on a 'hold-your-nose' vote from progressive-leaning voters to keep Reform out is, in his view, a strategy that will eventually fail.
The warning comes as Starmer faces internal party anxiety over Labour's poor poll ratings and his personal unpopularity, while Reform UK has led opinion surveys for almost a year. The Prime Minister is attempting a new year push focused on the cost of living, promising cuts to energy bills and action on interest rates.
A Labour source responded that the government is 'tackling the problems that populists exploit' and that Starmer consistently calls out the politics of division. However, many Labour MPs remain deeply worried that this approach is complacent and underestimates Farage.
The upcoming elections in Wales and Scotland, as well as English local elections, will be a critical test of Reform's polling strength. Heavy losses for Labour could put Starmer's leadership under threat. In a barbed new year's message, the Prime Minister stated: 'We are getting Britain back on track. By staying the course, we will defeat the decline and division offered by others.'
