Labour hires Obama campaign chief David Axelrod

 Mr Axelrods first job I guess is to sort the perception over leadership and party, people vote for the party but think the leadership is lacking.

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From BBC website

The Labour Party has appointed US election strategist David Axelrod as a strategic adviser on leader Ed Miliband's 2015 election campaign.

Mr Axelrod was a key architect of Barack Obama's victory over John McCain in the 2008 presidential race.
He will work alongside shadow foreign secretary, Douglas Alexander, who is to run Labour's general election strategy.
Labour will also call on Mr Axelrod's consulting, firm AKVD, in its bid to win power, BBC Newsnight revealed.
After masterminding Mr Obama's election to the White House, Mr Axelrod went on to become a senior adviser to the president.

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Ed Miliband understands the struggle that people are going through in Britain to make a living wage, to support their families, to retire with some dignity”

David Axelrod US election strategist

He quit the post in 2011 in order to work on the successful 2012 campaign to re-elect Mr Obama.

The strategist has since acted as a media commentator and as a director of the Institute of Politics at the University of Chicago.
'Huge asset' Ed Miliband hailed the appointment as "excellent news" and predicted the strategist would be a "huge asset to our campaign as we work to show the British people how we can change our country for the better".
Mr Axelrod said he had been struck by the power of the Labour leader's ideas and the "strength of his vision".