The Latest Breaking News from Morgan McSweeney

Downing Street officials deny friction between Sue Gray and Morgan McSweeney, but negative briefings continue

Party’s strategist already planning how to secure second term, bolstered by former MP’s appointment to thinktank

Starmer’s closest aide is credited with putting the party in a position to win but his popularity is not universal

A party drilled to say ‘if’, not ‘when’ will suddenly have to change gears – and reconcile two vastly different modes of Starmerism, says Guardian columnist Rafael Behr

Starmer’s chief of staff came with a reputation as an inquisitor and is not one to work in the shadows

The Tories and Labour are forking out more than ever on social media ads, but going viral isn’t easy. We speak to influencers and strategists about the messages and memes

Is it “sleepy” Keir or “desperate” Rishi? Take your pick of insults in week one of the campaign, because there is plenty more invective to pep up the weeks up to the election on July 4. The respective camps, however, will be based more on real dividing lines than slingshots.

The Labour leader has mirrored Blair’s highly cautious ‘Ming vase’ approach, and it has paid off so far

It was Thatcher’s most dire piece of social engineering. Labour’s leadership can’t keep ignoring the voices now raised against it, says Guardian columnist John Harris