By Abdul Mohammed Lawal.
President Donald Trump serves as proof that today’s political landscape has changed, and the line between traditional political strategy and creative marketing has become harder to see. The rise of the creative economy, covering industries like media, design, advertising, and digital content creation, has transformed how campaigns reach and influence people. Previously, campaigns relied heavily on rallies, newspapers, and televised speeches. Now, they thrive on social media, captivating videos, and endorsements from influencers.
Political figures and parties are now branded like products, using creative tools to build emotional connections, shape public perception, and sway voters. Remarkably, the United States, the mother nation of democracy, has been under this litmus test and passed many times, while many Nigerian politicians are still discovering its potential.
The fusion of politics, public relations (PR), and creative marketing has blurred traditional boundaries. Political strategists now employ PR tactics, such as reputation management, crisis handling, and storytelling, to control narratives and engage supporters. Consequently, political campaigns now resemble well-managed brands, complete with slogans, visual identities, and personal stories.
In this digital age, campaigns are not just about policies; they are about images, emotions, and storytelling. Politicians use creative tools to build their public image, appeal to values, and make themselves relatable. Through social media, websites, and other platforms, they can reach millions, sharing carefully crafted messages that help people connect with key ideals.
Creatives, from graphic designers to writers and filmmakers, bring these political messages to life. These professionals create impactful visuals and slogans that capture public attention. By presenting ideas and policies in ways that appeal to emotions, creatives give political figures a unique identity that helps them stand out in a crowded, competitive space.
One notable example is President Donald Trump, who used his background in branding and PR from his 2016 campaign to craft a powerful narrative. His slogan, “Make America Great Again,” was catchy and resonated widely, giving his campaign a strong identity. Many around the world even believed President George Bush would be the last Republican president for a long time— until Trump’s approach changed the game, shattering expectations.
Trump also used social media, particularly X (formerly Twitter), to communicate directly with the public, bypassing traditional media. This allowed him to control his narrative, respond quickly to critics, and build personal connections with followers. At rallies, he blended entertainment with political messaging, reinforcing his brand and energising his base. This exemplifies the creative economy’s influence, which won over Americans and helped him become President.
In 2024, Trump’s alliance with Elon Musk brought a new creative angle to his campaign. As the owner of X, Musk amplified pro-Trump messages, strengthened campaign narratives, and provided substantial funding. His daily $1 million giveaways to swing-state voters, though controversial, demonstrated how business leaders can shape political narratives, and blurred the lines between PR, marketing, and politics further.
Alongside Trump, leaders like Emmanuel Macron in France and Justin Trudeau in Canada have embraced creative strategies, using digital engagement and image-building to appeal to a broad demographic. Macron’s use of grassroots campaigns and Trudeau’s emphasis on progressive branding showcase the global reach of creative political marketing.
In 2015, the APC’s slogan, “Change,” echoed with Nigerians eager for new leadership. The party used platforms like X and Facebook to reach young Nigerians, who were highly active online. APC leaders maintained direct contact, responding to concerns and promoting the party’s message, which made the youth feel included. Additionally, the APC collaborated with influencers in entertainment and sports, using endorsements to culturally connect with young Nigerians.
This unique combination of branding, digital outreach, and influencer marketing helped the APC capture Nigeria’s youth demographic and achieve a historic victory over the PDP.
Every element in these success stories, from slogans to social media posts to event staging, worked together to shape public perception, but they didn’t just happen. These successes show the ingenuity of skilled creative professionals behind the scenes. Both Trump and the APC set new standards for using creative tools to build loyal followings and capture public attention.
Campaigns now rely on powerful stories to engage voters, portraying candidates as relatable figures with compelling life journeys. This draws attention and helps voters feel aligned with a candidate’s values. Was it any surprise when Elon Musk had a powerful interview with Trump on his platform, and even went ahead to tell Americans that a win for Ms. Harris will be an end for X (formerly Twitter)?
In times of crisis, PR tactics are vital for narrative control. The beautiful jobs undertaken to manage a candidate’s reputation, knowing any misstep can be amplified across social media is a beautiful story yet to be told. Political teams work to contain damage and reshape stories to reflect resilience, which has become decisive in the world’s evolving landscape where public perception shifts rapidly.
Focusing on substance and image has brought about resounding victories in global democracies, and Trump’s team demonstrated this mastery, using creative tools to drive policies to the average American. Creative professionals and political strategists balance storytelling with impactful communication, making the creative economy a powerful force in political campaigns.
The boundary between PR and political strategy has faded as politics increasingly resembles brand management. Political campaigns now use techniques once reserved for businesses, such as reputation management, crisis handling, and image-building.
Looking ahead, the blurred lines between politics, PR, and creative marketing will likely deepen, creating new pathways for politicians to connect with audiences. Although many in Nigeria’s political landscape and other emerging democracies have yet to fully embrace this shift, those who do are already shaping their collective futures.
The creative economy is here to continually enhance political marketing, forge connections that connect powerfully with citizens, and make politics more vibrant, accessible, and impactful for all. How do you envision the future of this creative transformation in politics?