Every day, companies and organizations are affected by the political and public agenda. It is therefore necessary to assess both regulation and reputation when the business strategy is to be laid out.

Since 2008, we have advised on politics, communication and strategy – across sectors and national borders. We ourselves come from Christiansborg, the civil service, the media and the business world. Therefore, we understand both the companies' business and the framework conditions under which they work. In other words, we advise where business meets society's decisions and the public conversation.

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*Article first appeared in [Børsen](https://borsen.dk/nyheder/opinion/venstres-valg-land-by-eller-midtimellem?b_source=borsen&b_medium=row_0&b_campaign=list_1) 08-05-2024, translated here 13-05-2024.*

Perhaps the solution to the decline of the Danish Liberal Party (”Venstre”) lies in the formula that brought the party to power for more than a decade 
 
Last week, the Danish Liberal Party was measured to have a support of 6.5 per cent if there were general elections tomorrow. According to Rud Pedersen's own election model, the party stands at 7.4 per cent, and the party’s decline is not necessarily over. It can go horribly wrong, and there is no guarantee that we will not see a support for the Left of, for example, 4 per cent, after the summer break. 

**PARALYSED PARTY**
Perhaps the worst thing about the Liberal Party decline is that it seems to have paralysed the party in a battle for the favour of rural vs. metropolitan voters. Because it is very difficult to find the good arguments that it is the rural municipalities that must be the Liberals' salvation when you delve into the numbers. 

First, the rural electorate is not as large as it once was. According to Statistics Denmark, fewer votes were cast in the general election in 2022 in the 31 municipalities that are categorised as rural municipalities than in the 16 municipalities that are categorised as provincial municipalities. 

Secondly, the rural municipalities were also not the most important bastion for the Liberal Party under Anders Fogh and in Lars Løkke Rasmussen's first government period, when the party was the natural prime minister's party and were achieving election results of 20-30% of all votes cast. 

At the end of that era in 2011, the Liberal Party got more votes in the 16 provincial municipalities (e.g. Esbjerg, Næstved and Køge) than in the 31 rural municipalities (e.g. Morsø, Thisted and Lolland). What the Danish pollical analyst, and former political advisor to the Liberal Party, Søs Marie Serup has called "Parcelhus-Venstre" was the key to power in the good years. 

Thirdly, the former Liberal Party voters in the rural municipalities who have today left the party will have to be wrestled free from the new Right-wing party Danish Democrats. But our measurements show that many have a great time with Inger Støjberg. 

*"It is difficult to imagine that the Liberals will be able to appeal as clearly to rural voters who are frustrated with climate policy as the Danish Democrats."*

It is not only the difficulty of the mission that makes the idea of winning back voters from the Danish Democrats difficult. The biggest problem is that the discussion about climate and the environment overshadows discussions that appeal to at least as many current and potential Liberal voters, and are far less divisive. 

One example is the health policy, which is also the most important political issue for the voters of the Left, and which was previously one of the party's bastions. In contrast to climate policy, health policy brings together Liberal voters, but our figures also reveal that the Liberals no longer have the lead. 

And in a broader sense: Where does the Liberal Party stand in relation to the change from a welfare state to a welfare society, which Mette Frederiksen and others have announced, and which should be the Liberal Party's home ground? 

**DECLINE MEANS FEWER ARE RE-ELECTED**
Rud Pedersen's electoral model is able to distribute the parliamentary mandates in the "large constituencies", which are the pivot in our electoral system for the parliamentary elections. When you do that, the discussion about the Left suddenly becomes very concrete, indeed almost brutal. 

In constituency after constituency, hard-working and skilled Liberal politicians will lose their place in the Danish Parliament if things go as badly for the Liberals as the figures suggest. According to our calculations, the liberals' charge of the parliamentary group will go beyond both experienced forces and future hopes among the current elected representatives. 

The European Parliament elections in a month will be the first time we have to vote since the establishment of the SVM government. In the EP elections in 2019, the Left got four mandates. Rud Pedersen's EP election model gives the Liberals two mandates in the election in a month's time, and when we delve into the numbers, it is, among other things, because the party is fielding relatively well-known and well-liked candidates. 

Of the three candidates, Morten Løkkegaard is relatively certain of re-election. The second Liberal mandate will most likely have to be decided between Ulla Tørnæs and Asger Christensen. 

Both have roots in Jutland, but Asger Christensen, with his stated opposition to a CO2 tax for agriculture, has connected the EP election to the general debate between country and city. 

It will be interesting to see which of them draws the longest straw. Two EP mandates is not flashy, but quite acceptable, all things considered. The problem is that the Liberal Party’s current support does not even mean that the two mandates are secure. 

If the Left get 8 percent of the votes in the EP elections, for example, our election model shows that the party will "lack" just under 50,000 votes to secure the second mandate, even when you take the electoral alliance with the Radical Left and the Moderates into the equation. 

**A BROAD PARTY**
It is difficult to imagine that the Liberals will be able to appeal as clearly to the rural voters who are frustrated with climate policy as the Danish Democrats. 

It is just as difficult to imagine that the Liberals will be able to appeal as clearly to metropolitan voters as the Moderates, who are increasingly taking the Danish Social Liberal Party’s (“Radikale Venstre”) traditional position in Danish politics. 

When Troels Lund Poulsen talks about the family with children in Østerbro, we must hope that it is not Østerbro in Copenhagen that he is thinking of. 

But perhaps neither is the solution for the Left. Perhaps the party's future is the formula that brought the party to power for more than a decade: The broad party that was perceived as the best answer to the Danes' most important problems. 

The Liberals' difficult choice: They bleed voters to Løkke in the city and to Støjberg in the countryside

Reporting to CEO and Founder Morten Rud Pedersen, Jacob will support the Group as it continues its rapid expansion across Europe. Leveraging his 20 years of consulting industry experience and global network, he looks to support the Group’s senior recruitment, international operations, and strategic business development.  

**“It has been great to see how Rud Pedersen Group has expanded over the past two decades,” said Jacob Lund Nielsen**, “and I am excited to join this challenger to the traditional offerings in the market. Although I will be based in Brussels, I’m glad to be going back to my Nordic roots and joining a company whose origins and values reflect my own.” 

Jacob joins from the position of Executive Chairman of Media:Track Pte Ltd, where he was a Co-Founder and initial seed investor. Founded in 2009, Media:Track today has 500 FTE and is an industry leader in data processing for the global media intelligence community. Jacob will stay on as non-executive Chairman. Prior to joining Media:Track, Jacob advised on international M&A efforts for Teneo – the Global CEO Advisory. As CEO Brussels for Strategy & Communications, he led Teneo’s presence in Brussels, and served as Chairman of Teneo’s European network of partner agencies. Before its acquisition by Teneo, Jacob was the managing partner and original co-founder of cabinet DN, at its time the largest independent PA agency in Brussels and recognised as one of the fastest-growing SMEs in Belgium.  

**Commenting on the news, CEO and Founder Morten Rud Pedersen said** “We have grown rapidly in recent years, with over 500 colleagues across 16 key European markets. Recording an all-time high revenue in excess of € 50 Mio, we were pleased to enter the top 50 communications firms worldwide for the first time in 2023. With this growth comes the need for a dedicated role to support business development, held by someone whose experience and ambition matches our company culture. Jacob has such extensive experience working with large multi-nationals and has an impressive track record in building agencies across the globe, all of which are important skills we are glad to bring on board.”


***
Contact: Caity Jackson Bernéus, Rud Pedersen Group Global Corporate Communications 
+46 76 141 7493 
[caity@rudpedersen.com ](mailto:caity@rudpedersen.com)

Rud Pedersen Group recruits Jacob Lund Nielsen as Chief Business Officer

In the second half of 2023, we’ll see the first full political seaon with the new majority centre-government in Denmark. In Denmark we’re not used to see governments carrying their own majority, and therefore it’ll be interesting to see how that will carry through on key political decision making surrounding not least a new defence-agreement, implementation of climate and energy policy and a 2030-reform package. 

As experts in public affairs we are used to helping our clients to navigate society broadly and to exert influence very precisely. Working with a new form of government here in Denmark makes that work even more exciting. 

RPPA Denmark 2023

**What were some of the key highlights from this years festival?**
This year we experienced for the first time that there was a good balance between guests who were "at work" (e.g. lobbyists) and Danes and between older and younger people. This also means that companies become interested in doing something for the Danes – not only building network and influencing politics, but creating events that have a broad impact. We helped Novo Nordisk with this, this year, when we created an "experimentarium", where Danes could discover all the research that Novo Nordisk conducts every day.

**What was your favourite event that you attended / speech that you listened to and why?**
I would like to highlight one of the debates that we created for Novo Nordisk, named " Worldcup in talent attraction ". Here the American, German, and French ambassadors competed with the Danish minister for higher education to be the best country for international talent attraction. It was super fun and extremely relevant at the same time.

**Did you learn anything new that you will take back to the office?**
As an event manager, I take home new ideas every year. I have also done that this year. Next year, customers will get even more creative formats, I promise!

**If you had to sum up the festival in 3 words, what would they be?**
Democratic, festive and intense

*Written by [Anne Ginderskov Hansen](/rud-pedersen/en/contact/denmark/anne-ginderskov-hansen), Communications and Events Director at Rud Pedersen in Denmark*

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