Abstract: I believe that to help brands thrive in a complex future, agencies need to look to the
world of politics, and embrace the mentality and structure of a political campaign.
This paper analyses two important demands - complexity and constraint - and how
political campaigns are more adept at harnessing these demands than agencies. It
sets out the behaviours that enable campaigns to cope, and how agencies can adopt
these behaviours. Finally, it provides a model for agencies so they can better
structure their account teams. By adopting the model of a political campaign,
agencies can rise to the challenge of a world of complexity and constraint whilst
better serving their brands.