It doesn’t matter how long the table is. Around him, eleven people crowd a space with laptops and cell phones, papers, calendars, flasks, half a pack of hazelnuts, a box of tuna empanadas, and almost the middle of a cupboard. A Barack Obama doll turns its head as if listening. “He inspires us,” jokes PSPV Organizing Secretary José Muñoz. The boardroom may resemble a market stall, but it is one of the rooms in the Socialist headquarters where electoral strategy comes to life.
Despite the late hours, the atmosphere remains friendly. The people with appointments and those who have gathered mix as the clock edges toward 14:30, a week and a half from the ballot. “Disconnect? What is that?” they answer in unison when asked if they can do more than observe election turnout. “It’s 24 hours a day,” says Arcadi Spain, the Finance Minister and a leading mind in the socialist engine room, hinting at a long history of behind‑the‑scenes work to boost momentum.
They form part of the team that tunes the campaign car and designs the route so that the candidate, the campaign image, and even the slogan, Ximo Puig, converge toward a third government objective. The Generalitat Palace looms as the setting. “It cost us almost nothing,” admits the campaign manager and regional Education Minister Miguel Soler when discussing the election of the “el-president,” which followed the campaign motto with a final flourish. He explains that the shores of this plan are built on data and qualitative analyses that the Socialist team has been refining for months, week after week.
“There are also smells,” Muñoz adds, explaining that some elements rely on intuition, not just numbers. Shared feelings helped steer the choice toward extended families with two children, one of those star ads that could tip a campaign toward success. “It’s a representative measure of our generation, and we’ve seen it echoed in other federations,” Domínguez notes. “Three different groups of friends, people I don’t usually discuss politics with, suggested it,” Muñoz recalls, signaling a sign of triumph.
The schedule is tight, yet the team works to catch up everywhere. Responsibility lies with the so‑called Candidate Office. “I’m the office,” replies Rocío Briones, the Managing Director of Employment at the Consell. Her job is to balance the calendar for other interlocutors, especially Puig. “The route is mapped for a month to cover all areas,” she explains, though calls keep arriving. “Everyone wants the president to go everywhere,” she adds, balancing an almost overwhelming spreadsheet like a rock‑star tour arranger.
The fate of who goes where, when, and which responsibilities fall on Soler and their teammates. They decide who will lead in the screen and rally, a process that often becomes regional, with many towns and candidates involved. The team discusses the rallies and acknowledges the responsibility of those in charge. “At every rally, someone stresses how well Generalitat is performing in terms of employment and education,” Muñoz jokes. Laughter erupts, and the others deny it, of course.
Countdown has begun. One week remains for Pere Rostoll, chief executive of Corporate Affairs and a powerhouse in campaign communications, and press officer Alicia Manso. They consider what to say, when to say it, and where to say it. Morning WhatsApp threads buzz in one of the many group chats they share, labeled simply as tight tight without a number. “Every channel, every social network, has its own audience,” they explain.
The majority of these messages are sent by Rostoll at dawn. The pressure of schedules means he rises early, sometimes at five or six, to run the washing machine and start the day. “When I can,” he concedes. Soler, in contrast, feels more comfortable with regular sleep rhythms. Muñoz offers another view: “We shouldn’t be obsessed; everyone knows we can’t be disconnected.” He adds that the pressure can be addictive, and a lighter day can feel awkward, as if one isn’t doing enough. “It’s exciting too,” Briones concedes. Everyone, even the Obama figure that moves on the table, nods in agreement.
Miguel Soler chairs the table. To his right sit Briones, Muñoz, and Manso, while to his left are Spain, Domínguez, Rostoll, and Vila, each playing a distinct role in shaping the campaign narrative and coordinating the final push toward Election Day.