Deborah Mattinson joined the House of Lords as a Labour peer in February. Her involvement in politics began when she worked alongside Peter Mandelson and Philip Gould to create Labour’s Shadow Communications Agency for Neil Kinnock. In 1992 she co-founded Opinion Leader Research, and she went on to advise Tony Blair ahead of the 1997 election and later became Gordon Brown’s chief pollster. In 2021 she was appointed Director of Strategy for Keir Starmer, a position she held until stepping down following last year’s landslide victory.

On the podcast, Deborah tells Katy Balls about growing up as a Labour supporter with a father active in local Tory politics, the work hard/play hard culture of advertising in the 1980s and how to decipher what voters really think during focus groups. They also talk about the differences between the 1987, ‘92, and ‘97 campaigns, the ‘Hero voters’ that were key to Labour’s electoral success in 2024 and how Labour can best tackle the threat from Reform today. With experience working with Labour spanning four decades, they touch on the Labour giants she worked with, including Alf (now Lord) Dubs, Peter (now Ambassador – also Lord) Mandelson and, more recently, the Prime Minister Keir Starmer.

Produced by Patrick Gibbons.