The paper will address the role of image-makers (political consultants) in the Greek political scene. First, it is argued the growth of political consulting in Greece in the 1990s is intimately linked to the deregulation of the Greek TV scene. Second, the national elections of April 2000 will provide the context for documenting the crucial role that image-makers play in the development of image management strategy and techniques. The convergence of Greek campaigning with communication practices which have been developed and used in American elections renders support to the adaptation version of the “Americanization thesis.”