Special Adviser Map: February 2025 update
by H/Advisors Cicero
UPDATED: February 2025
The Chancellor’s 29 January speech on her plans for supply-side stimulus doubled as another opportunity to reset the Government’s public narrative. That desire for another reset is reflected in recent changes to Special Advisers across the frontbench. The areas that have been bolstered are telling. While the headline addition to the list of Special Advisers was Olaf Henricson-Bell (brother of new Pensions Minister Torsten Bell) as Head of No 10’s Policy Unit, there’s a lot that the other new appointees can tell you about the areas of focus. Namely, communications, communities, and policy.
The introduction of Jason Keen and Abby Tomlinson (of Milifandom fame) to the No.10 media operation suggests a need to address perceived communications weaknesses. Keen brings with him years of media and communications experience, from his half a decade as a producer at the BBC and later as an adviser to the Duke and Duchess of Wessex. He will undoubtedly be tasked with communicating the Government’s “Plan for Change” (a message that according to recent YouGov polling is not successfully cutting through).
Tomlinson cut her teeth leading the Milifandom movement in 2015 at just 17 years old. Prior to taking on the role in No.10, Tomlinson worked as Labour’s Acting Head of Digital and had spent two years as a Digital Content Manager for the party. Her role indicates a need to engage with an increasingly online general public, where both older and younger voters are being drawn towards the political fringes.
On the policy side, alongside Henricson-Bell, recent No.10 SpAd appointments have fallen into two buckets. Liz Lloyd and Alex Roycroft joined No.10 as Special Advisers for Policy Delivery and Innovation, and Legislation respectively. The need to deliver clear, effective policy that progresses quickly through Parliament is something that every government aims to achieve, but these new hires suggest a renewed focus on this goal. Outside of policy creation and delivery, James Carroll and Joy Johnston joined as Special Advisers for Partnership, and Faith, Communities and Civil Society. James Carroll’s Partnership role has already seen him organise webinars and meetings between key stakeholders and Ministers. Joy Johnston’s background as public servant at the Home Office and National Crime Agency will put her in good stead to help the Government respond to the events surrounding last year’s Southport attacks.
Our updated H/Advisors Cicero Special Adviser Map lists the newest special advisers in departments across the Government, including the key advisers in No 10.
Special Advisers (SpAds) are there to help their Minister communicate their key messages, amplify their successes and get the most out of their Department’s civil servants, e.g. through supporting and providing direction to teams working on high-priority or political sensitive topics.
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