Tories redraw digital battle plans with return of Craig Elder and Tom Edmonds

Former Conservative Party digital strategists Craig Elder and Tom Edmonds have returned to the party to lead digital comms ahead of the 2015 general election.

Craig Elder: Leaving Blue Rubicon to return to the Tories
Craig Elder: Leaving Blue Rubicon to return to the Tories

Elder and Edmonds are significant additions to the party comms line-up as it goes about ‘getting on election footing’, according to a Conservative Party spokesman.

The pair will jointly lead ‘creative digital output’ with a dedicated digital team approximately six-strong, reporting to Conservative Party co-chairs Andrew Feldman and Grant Shapps.

A Conservative Party spokesman added that there would be some element of overlap with the work of Jim Messina, the former Obama campaign manager hired as an adviser by the party at the beginning of August.

Elder and Edmonds previously worked on digital operations for the Tories' 2010 election campaign with Rishi Saha and Sam Coates.

Both were instrumental in revolutionising the Tories’ online presence, which included the party’s social media efforts, community engagement and David Cameron’s online video diary, Webcameron.

Elder has spent the past two years as head of digital at Blue Rubicon and Edmonds departed CCHQ at the end of 2011 for the advertising arm of Pentagram, the global design consultancy.

Deputy director of comms Tim Collins was also brought in at the end of July as the Tories pull together battle plans ahead of the next general election.

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