‘In what will likely be a negative campaign, retail must tell a positive story’
By 
Hugh Radojev2024-05-23T11:09:00
With an election date set and the parties going into full campaigning mode, the next six weeks are likely to be dominated by negativity. To cut through the noise, retail must tell its story positively
As visual metaphors go, the optics of the prime minister’s election launch yesterday were quite striking. On the steps of 10 Downing Street, the shoulders and lapels of his suit glistening with rain, his voice being drowned out by the dulcet tones of D:Ream’s Things Can Only Get Better, Rishi Sunak tried to deliver his opening salvo of the election campaign.
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