‘We don’t want to makethe headlines,’ says Matt Carter. ‘Our job is to give guidance to communicators so they can run more effective campaigns.’ That comes from bringing in data to inform a company’s message: to find if their ‘gut instincts’ are right. Former Labour general secretary Carter was instrumental in the party’s 2005 election victory. Such experience of using big data to gain insight and identify key targets in the binary world of politics is invaluable, he says, to bring to a communications world ‘that isn’t the zero-sum game of politics’. Carter has been able to reposition brands and establish CEO s as thought leaders, as well as still winning seats for client parties in European elections.