Labour have focussed on what really matters in this morning’s papers; briefing out every single detail of David Axelrod’s movements and first meeting with the Shadow Cabinet to the Times, FT and Guardian. However it is unclear from the spoon-fed lines whether his warning that “people are working harder and getting nowhere” is about the British people or Labour themselves.

All this begs the question, what is Axelrod actually here to achieve? Do Labour want him to win the election or merely the odd news cycle? Is this a gimmick that gets them a bit of coverage, or is he actually here to restructure their sprawling organisational mess and install some much needed discipline? This morning it looks like it is much more about PR than anything else…