David Axelrod, recognized for creating a winning campaign strategy for Barack Obama’s senatorial race (2004) and presidential elections (2008 and 2012), will spearhead Labour leader Edward Milibrand’s campaign for the United Kingdom 2015 General Election.

The author of the "Yes we can" slogan promised to project an image of Labour as the bearer of hope, as he had done for his other clients, including President Obama. According to him, the Labour campaign should focus on social inequalities and Ed Miliband’s ability to reduce them.