If political events have taught us anything over the past year, it's that authenticity is well and truly the silver bullet of modern communications.

Adam wrote a short while ago about Trump vs Clinton, and how Hilary's scripted rhetoric didn't do her any favours aside Donald's (typically 'remarkable') oratory.

I can't help but feel Labour's result last week reaffirms this same idea. Theresa May might have won the battle, but Jeremy Corbyn will win the war. May's campaign was very robotic, and her arrogant approach to campaigning fostered zero advocacy from the soft-tory swings. Isolating their safe elder votes didn't help either.

May and her party massively underestimated Corbyn. Deeming him and his party so unelectable that the world would forget all about the last five years of austerity. Corbyn positioned himself as a principled, genuine human-being, who stays true to his values regardless of how they're received. 

Authenticity aside, the below piece makes a good point about targeting. Labour carefully targeted their campaign to the younger generation; employing influencer marketing with endorsements from JME, Stormzy and Rag'n'Bone Man. I can only anticipate that this engagement with younger generations will pay dividends in the years to come.