By Glen Mpani
IN an era where the political landscape is ever evolving, the necessity for a platform that brings together the minds, resources, and innovations of political campaigns is more pressing than ever. It is with great pride that we host, for the second time, the only political campaign expo in the world.
The significance of such an event cannot be overstated, especially when one considers the vast resources poured into elections globally and the millions of people whose lives are influenced by the outcomes of these campaigns.
Despite these realities, it is puzzling that the concept of a political campaign expo has not taken root sooner. Our journey over the past two years, filled with global travels, idea exchanges, and network-building, has brought several crucial observations to the forefront.
Politics as a high-risk field
One of the most significant findings from these interactions is that politics is widely regarded as a perilous field — one that businesses and corporations tend to avoid.
The perception of politics as a high-risk sector has led to an unfortunate lack of engagement from industries that could otherwise contribute valuable resources and innovations.
Corporations, fearing the volatility and unpredictability associated with political endeavours, often prefer to maintain a safe distance rather than exploring the potential opportunities within this space. This reluctance has stymied the growth of a professionalised political campaign industry, leaving a void that our expo aims to fill.
The reasons for this reluctance are varied. In part, politics is seen as too unpredictable, with too many factors out of a company’s control. Elections can be influenced by factors ranging from international developments to unforeseen scandals, and businesses that tie themselves to a political campaign risk being caught in a storm of controversy.
Moreover, public perception plays a role, as aligning too closely with a particular candidate or political ideology can alienate certain customer bases, leading to a decline in brand loyalty or even public boycotts.
But what corporations often fail to see is the potential for innovation, influence, and growth within political campaigns. Just as industries such as advertising, data analytics, and digital marketing have evolved in response to market demands, so too can the world of political campaigning be a ripe ground for collaboration and innovation.
Technology firms, for instance, have begun to see the potential for using their products and services to support political campaigns — through social media strategy, online fundraising tools, voter data analysis, and even artificial intelligence applications that enhance messaging and outreach.
Professionalising political campaigning
Secondly, the challenges of professionalising political campaigning are significant and multifaceted. The absence of a well-established industry has resulted in a dearth of expertise, making it difficult for many to envision a career in this field.
Unlike more traditional industries, political campaigning lacks a clear path for aspiring professionals to follow. This absence of structure not only limits the pool of talent but also hinders the development of best practices and innovative approaches that could elevate the quality and effectiveness of political campaigns globally.
Political campaigns, in many ways, operate like startups — high-risk, fast-paced, and often volatile. They require a combination of creativity, strategy, resilience, and the ability to navigate complex social and political landscapes.
Yet, unlike industries such as technology or finance, there are few academic programs or professional training paths that specifically prepare individuals for careers in political campaigning.
While political science degrees may provide theoretical knowledge, the hands-on skills required for modern campaigning — such as digital strategy, data analysis, and voter outreach — are often learned on the job, through trial and error.
This lack of a clear professional pathway has also contributed to the perception that political campaigns are chaotic, poorly managed, and prone to inefficiency.
Without established best practices or standardised training, many campaigns operate in a reactive mode, addressing crises as they arise rather than planning strategically for the long term. The result is a field that can be intimidating for those looking to break in and frustrating for those who want to improve it.
The international Political Campaign Expo seeks to address these challenges by creating a space where professionals, aspiring campaigners, and innovators can come together to share knowledge, exchange ideas, and learn from one another.
By fostering a sense of community and professionalism within the industry, the expo aims to build a foundation for the future of political campaigning—one that is grounded in expertise, innovation, and collaboration.
Bridging the gap between business and politics
The very existence of this expo challenges these perceptions and seeks to turn them on their head. By bringing together political strategists, campaign managers, communication experts, and innovators from around the world, we are laying the foundation for an industry that has the potential to be both dynamic and influential.
Our expo serves as a catalyst for change, offering a space where ideas can be exchanged, partnerships can be forged, and the future of political campaigning can be envisioned.
One of the most exciting aspects of the expo is the potential to bridge the gap between business and politics. While businesses may be hesitant to engage directly with political campaigns, there are countless ways in which the two sectors can collaborate to mutual benefit.
For example, businesses that specialise in data analytics, digital marketing, or media production can offer their expertise to political campaigns, helping them to reach voters more effectively and efficiently.
Similarly, businesses that produce innovative products or services — such as mobile apps, virtual reality experiences, or artificial intelligence tools — can find new applications for their technologies within the political sphere.
At the same time, political campaigns can learn a great deal from the best practices of the corporate world. Businesses have long understood the importance of branding, customer engagement, and market research — concepts that are equally relevant to political campaigns.
By adopting these strategies and adapting them to the unique needs of the political landscape, campaigns can become more professionalised, more efficient, and ultimately more successful.
Global perspectives on campaign innovation
Political campaigns are not uniform across the globe. Different regions face unique challenges and opportunities, depending on their political systems, cultures, and technological infrastructures.
The International Political Campaign Expo recognises this diversity and seeks to highlight the innovations that are emerging from all corners of the world.
In developed democracies such as the United States, the United Kingdom, and Germany, political campaigns have become highly sophisticated operations, leveraging the latest in data analytics, digital strategy, and media outreach.
Campaigns in these countries have vast resources at their disposal, allowing them to experiment with cutting-edge technologies and techniques. However, even in these advanced democracies, there is room for improvement — particularly when it comes to issues such as voter engagement, transparency, and campaign finance reform.
In emerging democracies such as those in Africa, Latin America, and south-east Asia, political campaigns often face additional hurdles. Limited access to resources, lower levels of digital infrastructure, and political instability can make it difficult for campaigns to operate effectively.
However, these challenges have also spurred incredible innovation. For example, in countries with low internet penetration, campaigns have found creative ways to reach voters through SMS messaging, community radio, and grassroots organising.
The expo provides a platform for these innovators to share their strategies with a global audience, ensuring that their insights can benefit campaigns around the world.
The global nature of the expo also emphasises the importance of cross-cultural collaboration. By bringing together political professionals from different countries and regions, the expo fosters a sense of global solidarity and shared purpose.
In a time when democracy is under threat in many parts of the world, it is more important than ever for political campaigns to learn from one another, share best practices, and work together to defend and strengthen democratic institutions.
The Expo as a catalyst for change
The International Political Campaign Expo is not just an event; it is a statement. It declares that political campaigning is a field worthy of recognition, investment, and professionalisation.
It is a call to businesses and corporations to reconsider their stance on political engagement and to recognise the opportunities that lie within. And most importantly, it is an invitation to all who are passionate about the future of democracy to join us in shaping a more informed, effective, and inclusive political landscape.
As we move forward, we remain committed to building on the success of our inaugural event, continuing to expand our networks and refine our approach. The road ahead is undoubtedly challenging, but the potential rewards — both for the industry and for society at large — are immense.
The International Political Campaign Expo is a long overdue idea whose time has come, and we are honoured to be at the forefront of this exciting new chapter in the world of political campaigning.
Practical takeaways from the first Expo
Reflecting on the inaugural International Political Campaign Expo, several key takeaways stand out. First, the overwhelming interest from participants highlighted the demand for a professionalised political campaign industry.
Attendees expressed enthusiasm not only for the innovative technologies and strategies presented but also for the opportunity to network with peers from around the world. This demonstrated a clear need for more regular gatherings of political professionals — both to share knowledge and to build a sense of community within the field.
Second, the expo underscored the importance of data-driven campaigning. With advancements in data analytics, campaigns now have unprecedented access to information about voter preferences, behaviours, and motivations.
However, many campaigns are still struggling to fully utilise this data in a strategic and effective way. The expo provided valuable insights into how campaigns can better leverage data to inform their decisions, tailor their messaging, and optimise their outreach efforts.
The expo highlights the growing role of digital media in modern campaigning. Social media platforms, in particular, have become essential tools for reaching voters, particularly younger demographics.
* Glen Mpani is the host and convenor of International Political Campaign Expo 2025 to be held on January 23 and 24 at the Cape Town International Convention Centre. The views expressed here are his own.