Knowledge sharing and lesson learning: consultants' perspectives on the international sharing of political marketing strategy

Political marketing consultants who offer specialist skills and experience in political marketing – polling, strategy, voter profiling, segmentation, micro-targeting, voter-responsive product design – travel around the world sharing ideas from one campaign to the next, raising concerns that these unelected advisors wield global power; that political products will become all the same, and political leaders are prevented from offering an appropriate vision geared to the needs of their individual country. Whilst previous literature on political consultancy generally debated whether such global activities represented Americanisation or globalisation this article presents new qualitative interview data with consultants that suggest alternative perspectives. Political marketing strategy and tools are shared, but not just from the USA but between all countries, and they are adapted to suit the particular situation of each country, or indeed, each election. Politics is truly being marketised all over the world but each election remains a unique exercise.