Ad agency Tank to run Estonia's Reform Party 2027 election campaign
The Reform Party of Estonia, led by Prime Minister Kristen Michal, has picked the advertising agency Tank for its election campaign, although the agency has never done political advertising. Riigikogu elections are due in March 2027.
Estonia's governing Reform Party, led by Prime Minister Kristen Michal, will work with the advertising agency Tank on its campaign for the Riigikogu (parliament) elections. In its 31 years of operation, the agency has never produced political advertising. The elections are scheduled for March 2027.
Most of the party's earlier campaigns were handled by the agency Kontuur Leo Burnett, but the party decided this year to look for a new partner. Reform Party Secretary-General Kristo Enn Vaga told the news portal ERR that Tank was chosen for its fresh ideas and enthusiasm. He believes the agency can bring new energy to the party's campaign and to political communications in Estonia more broadly.
Why the agency agreed
Tank founder and creative director Joel Volkov said the agency had ruled out working with other parties but made an exception for the Reform Party. The party approached Tank in early spring 2026, and the agency at first declined. The deciding factor, he said, was the party's liberal, pro-business values, which he believes can stand up to far-right populism. Volkov acknowledged that the party has struggled, with politicians making mistakes, breaking their word and communicating poorly, which he said was reflected in falling ratings. In his view, the main challenge is not name recognition but regaining public trust.
Slogan and next steps
The campaign slogan is "Kindel suund on tulevik" ("A Clear Course for the Future"). Vaga said it stresses certainty, especially given the security environment, and sets the party apart from opponents he sees as wanting to return to the past. Michal made a similar argument on Vikerraadio radio, accusing EKRE, the Center Party and Isamaa.
The campaign will include video and television ads as well as outdoor advertising. The election platform, nearly 100 pages long, will be published chapter by chapter from November. It will cover defense, economic growth, family policy, parental benefits, long-term energy planning and pensioners' living standards. Vaga also confirmed changes to lead candidates in several electoral districts, as some earlier candidates will not run again.
