LABOR has hired the advertising agency behind the political makeover of Premier Daniel Andrews to work on Bill Shorten’s campaign.
Darren Moss, the head of the Moss Group, has been hired by the Federal Labor campaign to polish Opposition Leader Mr Shorten’s image ahead of the July 2 double dissolution election.
— news.com.au, April 21, 2016, Ellen Whinnett
Shorten took lessons from Andrews’ tight campaign tactics - but Guy has much to learn.
— BRISBANE TIMES, JULY 16, 2016 - Farrah Tomazin
Scott Morrison on election night 2016:

”Well the one thing we’ve learnt this election is that if you want to run a big scary ad campaign that frightens the pants off people - the Labor party have the best in the business”

Hey Scott....It wasn’t a scare campaign - it was your seriously out of touch agenda to take Medicare down the same path as America .....but my ad agency Moss Group will take the compliment anyway.
— ABC TELEVISION SATURDAY JULY 2, 2016
Federal election 2016: ad man Darren Moss leads Labor effort.

The advertising guru who made ALP operative Daniel Andrews into warm and fuzzy “Dan”, the everyday leader, during the 2014 Victorian election campaign is now leading federal Labor’s advertising efforts.
Darren Moss successfully ­humanised Mr Andrews — seen as an austere, prickly and even hostile figure before his image makeover — in his bid to unseat the Napthine government after just one term.
— THE AUSTRALIAN, May 11, 2016, Rick Wallace
POLITICAL PARTIES AS PUBLISHERS

The New Ways Political Parties are Targeting You Online.

The Labor party have taken a step further opening their own social news outlet, the Labor Herald, the fruit of a three-year-old strategy led in part by the ALP’s head of digital, Skye Laris.

Not only was the site launched at the party’s national conference by Opposition leader Bill Shorten, Daniel Andrews’ election campaign mastermind and advertising executive, Darren Moss was also there to offer support.
— THE AUSTRALIAN FINANCIAL REVIEW - July 31, 2015
Howcroft to advise Liberal Party on failed election campaign.

Senior Liberals have pointed to the ALP’s cut-through advertising message - “Under the Liberals you’re on your own” - as an example of Labor’s media supremacy during the campaign.
— THE AGE - JANUARY, 07 2015
Inside story how the team behind Daniel Andrews achieved victory.

“That guy you are now seeing is not a construct, that is the real thing,’’ Moss says. “Our advice was maybe don’t put the politician mode on, be yourself. When you sit down and chat with him he is very warm and reasonable, articulate, caring and genuine. The advice was what you are doing now, just do that in front of the camera.’’
— THE AUSTRALIAN, DECEMBER 01, 2014