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Morrison's Miracle

morrisons miracleHow did Scott Morrison’s campaign managers pull off their miraculous win in the last Federal election? I’m one of 36 political scientists and analysts whose response to that question has just been published by ANU Press.

My chapter looks at campaign communications, especially TV ads, and argues the Liberals were superior at both the strategic and tactical levels. Labor’s vaunted fieldwork (DVC) campaign also lacked impact. The whole book, and individual chapters, can be downloaded.

Download: Morrison's Miracle



Stephen Mills

I am honorary senior lecturer at the School of Social and Political Sciences in the Faculty of Arts and Social Sciences at the University of Sydney. My primary research interest is election campaign management and political parties. I served as speechwriter to Prime Minister Hon RJL Hawke (1986-91), and before that I was a journalist and editor for Fairfax newspapers 'The Age', 'Australian Financial Review' and 'Sydney Morning Herald'. I have more than 10 years experience in corporate affairs and issues management in the Australian financial services sector. I have a PhD from the University of Sydney (2013) and a Master of Public Administration from the Harvard Kennedy School (1985). My book The New Machine Men (1986) dealt with the first applications of public opinion polling and TV advertising in Australian elections.

Browse this site to find my earlier publications dealing with Australian election campaigns and political parties. I'm also interested in market research, campaign strategy, and public sector leadership.  I'd be happy to get your comments and feedback about anything on this site, by email at

Stephen Mills