Taken As Red: How Labour Won Big and The Tories Crashed the Party by Anushka Asthana
A Review of Part 1: Eyes on the Prize
Introduction
Taken As Red by journalist Anushka Asthana provides an in-depth exploration of the 2024 general election, a landmark event where Keir Starmer’s Labour party swept to power while the Conservative government, led by Rishi Sunak, experienced a devastating defeat. Drawing from over 100 exclusive interviews with political insiders—including Labour figures like Rachel Reeves and Wes Streeting, Tories such as Kwasi Kwarteng, and key individuals from other political parties—Asthana delivers an insider’s account of the election and its build-up.
The book promises a detailed, authoritative look at the strategies and machinations behind the scenes, though it also brings with it certain drawbacks, which we will explore. At this stage, I’ve only completed Part 1: Eyes on the Prize, which offers a semi-reverse-chronological narrative, beginning with Labour’s 2024 election night exit polls and working its way back through the critical moments that shaped the victory. Chapter 1 opens at the 2022 Labour Party Conference, framing the narrative by describing Keir Starmer and strategist Morgan McSweeney’s attempts to rebrand the party as patriotic with a tribute to the late Queen Elizabeth II and singing the national anthem at a Labour Party Conference. Subsequent chapters dive into the backgrounds of Starmer and McSweeney, while Chapter 4 examines the role of the Labour Together group, which orchestrated a shift away from Corbynism and toward the centre-right.
While the structure at times feels disjointed, mirroring the tumultuous political landscape being navigated, it becomes clear that this section is more than just an exploration of events. It is, in many ways, the origin story of Morgan McSweeney, whose journey from an intern at Labour HQ to the key architect of Labour’s eventual triumph provides the backbone to this part of the book. McSweeney emerges as a figure not only focused on winning elections but also on reclaiming the party from the left, which he viewed as a greater threat than Conservative governance. I’ve chosen to structure my summary of Section 1 around McSweeney, as it provides a clearer and more coherent way to capture the key events, even though the book itself takes a different narrative approach.
Summary of Taken As Red Part 1
McSweeney’s Early Focus on Electoral Efficiency
McSweeney’s career began with a laser focus on voter efficiency, and this became the hallmark of his political strategy within Labour. His early campaigns, such as his work in Lambeth, demonstrated a key principle: elections are won by targeting a small number of voters in key areas, not by attempting to appeal to a broad base. For McSweeney, victory was a numbers game, and his approach was ruthless—direct resources where they would yield electoral gains and sacrifice vote share in other, less critical areas.
This methodology would eventually shape Labour’s broader electoral strategy under McSweeney’s guidance. Winning elections, in his view, wasn’t about changing minds; it was about aligning yourself with the preferences of key swing voters and promising to implement their policies. His focus was always on securing seats, not merely gaining popular support.
Labour Together’s Plot Against the Left
McSweeney’s vision fully crystallised within Labour Together, a pressure group that formed in the aftermath of the 2017 election. While Corbyn’s near-victory was celebrated by many on the left, McSweeney saw it as a disaster in the making. He was somewhat alarmed by Corbyn’s success. His opposition to Corbynism wasn’t based on the idea that Corbyn couldn’t win—he feared precisely the opposite. A Labour victory under Corbyn would, to McSweeney, be a long-term catastrophe, trapping the party in a leftist cul-de-sac.
Thus, Labour Together embarked on a calculated mission to undermine Corbynism, not through direct confrontation, but by quietly shoring up centrist MPs and protecting them from deselection campaigns while researching optimal strategies to be employed once Corbyn was in trouble. The goal was to build a coalition that could offer a viable alternative to the far left, one that would bring the party back to the centre while still retaining enough appeal to the left-leaning party idealists.
One of McSweeney’s greatest strengths was his use of data-driven strategies. Under his direction, Labour Together embraced a model that focused on adapting to volatile and uncertain political conditions—what he termed “VUCA politics.” By running focus groups and conducting detailed polling among Labour members, McSweeney and his team developed a nuanced understanding of the different factions within the party, allowing them to craft an adaptable electoral strategy.
The Selection of Starmer and the Defeat of Corbynism
After Labour's defeat in the 2019 general election, McSweeney and Labour Together began searching for a leader who could unite the party’s right-leaning instrumentalists while still appealing to the more idealistic left-wing members. Although several names were considered, Keir Starmer quickly emerged as the frontrunner.
The group’s discussions eventually centered around finding a candidate capable of both challenging Corbynism and restoring Labour’s electability. Three main contenders surfaced: John McDonnell, Emily Thornberry, and Starmer. Starmer’s loyalty to Corbyn throughout his tenure, combined with his experience as Director of Public Prosecutions, gave him a statesman-like image. His role as Shadow Brexit Secretary also made him appealing to both Remainers and more moderate voters.
McSweeney and Starmer’s team carefully crafted Starmer’s image, positioning him as the most "prime ministerial" candidate. They understood that the party membership’s support for Corbyn wasn’t necessarily rooted in his radical policies, but in his perceived authenticity, honesty, and integrity—qualities they believed Starmer could emulate.
However, Starmer faced competition from candidates like Lisa Nandy and Rebecca Long-Bailey, the latter representing the Corbynite left and seen as a significant threat to his chances. Starmer’s political career had been strategically built—he had stayed loyal to Corbyn, never publicly opposing him, and only publicly withdrew support when circumstances seemingly demanded it. Additionally, his anti-Brexit stance helped him attract support from the soft-left faction of the party.
In selecting Starmer, McSweeney and Labour Together weren’t merely choosing a leader; they were orchestrating a broader ideological shift within Labour. Starmer’s leadership campaign, like McSweeney’s earlier efforts, was defined by data-driven strategy and targeted messaging aimed at specific segments of the party. While Starmer maintained a public persona as a unifier, McSweeney’s team worked behind the scenes to diminish the influence of the left. The strategy was straightforward but effective: build a broad coalition within the party to secure Starmer’s leadership, all while gradually sidelining the far-left elements.
Winning the Election: McSweeney’s Ruthless Voter Targeting
With Starmer at the helm, McSweeney turned his focus to the general election. His strategy remained consistent: win key seats by focusing on marginal constituencies, even if it meant sacrificing vote share in traditionally Labour-strong areas. The 2024 election campaign was characterised by this tactical ruthlessness, though it remains unclear if it worked, or simply worked out. The platform that was required to win over the Labour party idealists was quickly abandoned. Resources were directed at the swing voters that McSweeney believed Labour needed to win, while less attention was given to metropolitan or left-leaning constituencies where Labour’s victory was already assured.
The broader context of the Conservative collapse under Liz Truss and Kwasi Kwarteng made McSweeney’s task easier. The economic chaos following the mini-budget allowed Labour to present itself as a safe, patriotic alternative to Tory mismanagement. Ultimately, Labour’s focus on appealing to a relatively small but seemingly crucial group of voters was followed by a landslide victory, despite winning only just over a third of the popular vote.
Observations
One of the key advantages of Taken As Red is its access to insider accounts, offering a rare glimpse into the inner workings of the Labour Party’s rise to power. However, the frequent use of anonymous sources often makes it difficult to determine who is recounting specific events, which raises questions about the objectivity of certain perspectives. The narrative appears to include voices from both the Corbynite and Labour Together factions, but it is clear that those from the McSweeney and Starmer faction are the central contributors.
Asthana does make efforts to counter accusations against the Labour left, particularly regarding the issue of anti-Semitism, which is introduced within the context of Labour Together’s use of it as a tool against Corbyn’s faction. She notes that figures on the left disagree with how they are portrayed by the Labour right. However, the book doesn’t fully engage with the deeper complexities of these claims. For instance, The Canary, a left-wing news outlet aligned with Corbyn, was accused of fostering anti-Semitism, and Labour Together used this to isolate it from advertisers resulting in job losses and ruined reputations. However, Asthana does not address the findings of the press regulator IMPRESS, which dismissed antisemitism complaints about The Canary. This omission raises concerns about how thoroughly the book represents those targeted by campaigns linked to McSweeney.
More broadly, the book tends to gloss over the ethical implications of McSweeney and Starmer’s approach to securing leadership. Their strategy—targeting idealistic, anti-Brexit voters to win the leadership, only to pivot toward more pro-Brexit positions in the general election—raises significant questions about political integrity. Yet, Asthana largely sidesteps these issues, focusing instead on the technical success of their strategy.
This silence is especially jarring when contrasted with occasional editorial asides. For instance, Asthana questions Labour Together’s failure to find "a single female candidate" to challenge Rebecca Long-Bailey during the leadership race. These moments of critique seem inconsistent with the broader neutral tone. The author seems comfortable taking the Labour leadership to task for some failings, but not others.
Conclusion
Taken As Red is an insightful and well-researched account of how Starmer came to power. Based on Part 1, it offers a thorough exploration of Morgan McSweeney’s central role in Labour’s transformation and the strategic mind and ideology behind Keir Starmer’s rise to leadership.
Some anecdotes seem unnecessary and add little to our understanding of the political dynamics, though they may appeal to those who enjoy the soap opera side of politics. It's understandable, however, that Asthana would want to include as much material as possible from her extensive interviews. Others will appreciate the insights into the party officials and internal pressure groups that quietly shape the outcomes of British politics while remaining out of the public eye. Although the book sidesteps deeper ethical and political issues, it still offers a valuable insider perspective on the election and the internal struggles that defined it.
As I continue reading, I’m curious to see whether some of the critiques I’ve raised here—such as the lack of engagement with key ethical issues—are addressed in later sections of the book. McSweeney’s approach is myopic, treating politics as a marketing exercise rather than shaping public discourse. His strategy prioritised telling voters what they wanted to hear, often shifting promises to different groups without a cohesive long-term vision. Even if effective in the short-term, this strategy risks failure if voters lose trust, as no amount of tailored promises will work without belief in the party’s integrity. McSweeneyism has already, arguably, cost Starmer his reputation for authenticity, honesty, and integrity.
Nonetheless, based on what I’ve read so far, Taken As Red is a must-read for those interested in understanding the behind-the-scenes manoeuvring that led to one of the most significant political shifts in recent British history. I look forward to seeing how the rest of the book unfolds.