Archive for the 'Campaigning' Category

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As the EURef poster campaigns are about to start Roger evaluates their effectiveness

Tuesday, May 17th, 2016

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Tory poster from GE2015 campaign

Hit Hard Hit Fast and Keep Hitting’ (Jeremy Sinclair, Saatchis)

Ernest Hemingway believed the best thing he ever wrote was a six word advert “For sale. Baby shoes. Never worn”. You can understand why a novelist might be happy with such an effective use of six words. If he’d spent his time in advertising he might have honed his technique further and managed something equally effective but using only three. “Beanz Meanz Heinz”.

After several weeks waiting for the Local and Mayoral elections the REFERENDUM has finally reached the top of the list. While LEAVE are still hitching their wagon to Boris REMAIN are onto their second agency.

After designing the logo and overseeing the launch Adam and Eve have been replaced by the Saatchis. Whether this is the campaign moving to a more aggressive phase or whether it was planned all along I don’t know. What we do know is it signals a change of tone. It could be that a more vigorous than expected start from ‘Vote LEAVE’ panicked them into action.

The Saatchis have a reputation for confrontational campaigns.

    Posters are particularly good for setting the agenda. Their value is multiplied several times by free exposure in the press and TV. The most effective often involve finding a flaw in your opponent then lampooning them with humour.

TBWA did one for Labour in which William Hague morphed into Maggie. ‘Be Afraid. Be Very Afraid’. You could almost hear Tory voters saying ‘I wish’. The same agency was responsible for the ‘Fagin’ posters and the infamous ‘flying pigs’.

Though they didn’t intend to be racially offensive a clever rebuttal made them not only ineffective but damaging to Labour. Even without the controversy they would have failed. Michael Howard was never a Fagin – Bill Sykes perhaps – he didn’t have the guile or pathos. As for flying pigs… it’s doubtful many knew who Letwin was let alone what his flight of fantasy was supposed to be. And they weren’t funny.

The Saatchis for the Tories had a better track record. Their iconic ‘Labour isn’t Working’ was ingenious on every level. Ed Miliband in Salmond’s pocket was also a hit. A captivating image of an enfeebled Miliband answerable to Salmond struck a chord and pointed to the chaos that was likely to follow.

‘Labour’s policy on Arms’ with a soldier holding his hands up was an advertising classic. Witty but brutal.

‘Demon eyes’ failed because it broke the golden rule. The public didn’t believe ‘Bambi’ Blair was a demon. Knowing that Saatchi research thoroughly I can only think their focus groups were exceptionally far-sighted. Another Saatchi failure was ‘Are You Thinking What We’re Thinking’. Too much Orwellian Big Brother for British tastes but a good example of a poster campaign setting the agenda.

Visible work so far has been limited. REMAIN used some surviving second world war veterans who in a scripted piece to camera told us they’d fought the war to bring Europe closer together. LEAVE did a vox pop on whether £350 million a week was better spent on Europe or the NHS. Both preaching to the converted. Unlikely either would sway the undecideds.

Hitler made another appearance. Being Boris it’s unlikely to have consequences but it does point to the dangers of being too dependant on a single loose cannon and particularly when it drowns out more sober commentators.

The next few weeks are likely to see more organised activity from both sides and an appointment from LEAVE will hopefully lead to a more focussed campaign.

Roger has worked in advertising for all his career



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The big EURef advertising news is that the Saatchis are back

Friday, May 13th, 2016
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Saathci & Saatchi ad GE1979

Roger’s latest advertising commentary on the campaign

‘Facts aren’t important. What matters is what the public believes’

I noticed last week that Peter Marsh had died. He was a larger than life self publicist and showman and unlike most advertisers who believed in letting their work sell the agency he believed that selling himself sold the work. A big fan of Thatcher his agency was the fastest growing in the 80’s. His ads were recognisable by a catchy jingle and a showy campaign. ‘Gotta Lotta Bottle’, ‘It’s the Wonder of Woolies,’ ‘Harp Stays Sharp’ were all the work of Allen Brady Marsh.

He famously invited the board of British Rail to his agency for a pitch. When they arrived they found ashtrays overflowing a stained carpet and a receptionist filing her nails. After being kept waiting half an hour Marsh appeared  and told them that now they knew what it felt like to be a British Rail customer…..they won the account and ‘The Age of the Train’ had arrived.

As Prime Minister and someone well versed in the silky skills of advertising many had high hopes for Cameron’s leadership of REMAIN. A well-planned and researched campaign was the least they expected. So it was something of a surprise when we awoke last Sunday to headlines that looked like an ad for ‘Dr Strangelove’.

Where were Adam and Eve/DDB during this fiasco?

…..being replaced by the Saatchis. The team that produced thirty years of negative campaigns for the Tories are back together. No wonder LEAVE looked shell-shocked, accusing ITV of being REMAIN’s stooges. The Saatchis can have that effect.

The reasons for the Saatchi involvement isn’t just for old times sake (a £7,000,000 spend is small beer). An IPA poll found that 88% of advertisers support REMAIN with only 4% supporting  LEAVE so concern for their clients may also have been a factor.

And then there’s Boris. Another larger than life showman who believes selling himself is the way to sell his campaign. On message/Off message doesn’t apply when HE is the message. His whistle stop tours are sell-outs but successful campaigns need USP’s more than a performance. No one seems to know where he’s been getting advice but so much dependance on one personality seems a very risky strategy.

REMAIN’s most obvious assets are LEAVES unanswered questions. ‘What would happen next? Who would be ruling the country after the vote? Which of the rainbow coalition would we want as our new Prime Minister? What would the upheaval be?

LEAVE have immigration and a sense that the EU are in a mess. Nigel Lawson claimed a vote for REMAIN was to risk 77 million Turks at our border. It sounded far-fetched but the gasps from the Question Time audience were real.

Very few of these arguments are cutting through and that’s why they need professionals. It’s what they’re good at. There’s an old saying that trying to sell without advertising is like winking at a girl in the dark. You know what you’re doing but no one else does.

Roger has been a regular poster on PB since 2004



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The BREXIT referendum: Roger’s latest update on what’s happening in the PR/Ad industry

Thursday, April 21st, 2016

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“Political advertising ought to be stopped. It’s the only dishonest advertising left.” (David Ogilvy, 1965)

The last few weeks have proved him right. It’s been a free-for-all. Every claim more outlandish than the last. Every rebuttal more hyperbolic. Then last Thursday Vote Leave were appointed lead campaign, the two slogans BRITAIN STRONGER IN EUROPE and TAKE CONTROL were revealed and everyone settled down…

REMAIN are now working with Adam and Eve/DDB. LEAVE have appointed several regional PR companies primarily to arrange Boris’s whistle-stop tours. Ominously all but two have asked that their names not be published. The lack of central control is showing and REMAIN seem much the better organised.

The first week has seen the two forces assembling and there’s no doubt the bigger guns have been piling in behind REMAIN.

The first significant engagement happened on Monday. Osborne announced that leaving would cost £4,300 per household. Unlike most of his flights of fancy this has been a difficult one for LEAVE to bat away. Osborne is still Chancellor and the figures were the work of Treasury civil servants. For Tory LEAVERS to dismiss them as confected is to belittle their own government’s credibility. Despite many crying foul I sense he’s landed a blow. Maybe the first.

Today we can expect the second. A celebrity endorsement of such enormity it would make Adidas blush. REMAIN have bagged the most famous man in the world.

Celebrity endorsement can turn the fortunes of a product in the flutter of an eyelash. Think Nicole Kidman, Gary Lineker, George Clooney, Eric Cantona, David Beckham, Peter Kay….. The chances are you’ll think of the product they’ve endorsed before you remember their daytime job. Kate Middleton turned around the fortunes of Reiss by just getting dressed in the morning. The public love celebrity and women are twice as likely to buy after a celebrity endorsement than men…..

…but this is a politician talking politics and people don’t love politicians. What’s more a foreign politician involving himself in another country’s affairs is rarely appreciated and has been known to galvanise an opposition.

Nonetheless he’s popular and attention grabbing and unlike a domestic politician some will see him as an honest broker. There will also be a reluctance on the part of LEAVE to be too outspoken about our closest and most powerful ally so despite some huffing and puffing LEAVE’s response will probably be muted.

LEAVE too have been rolling out the celebs. As we saw in Scotland the side offering change is seen as the active option so little surprise Sol Campbell and Ian Botham have chosen to bat for LEAVE. What they intend to bring to the party isn’t yet known but there was some consternation in Scotland when Botham referred to England as ‘an island.’

And then there’s Boris. He has become LEAVE’s figurehead. As the most charismatic figure on the LEAVE side he seems like an obvious choice. I’m not so sure. A campaign figurehead needs credibility as much as charisma and with even his own family doubting his motives that’s not his strong suit. But then… as five times more people read the headline than read the copy, perhaps they’ve got it right.

We’ll probably get some clues after we’ve seen the ‘Obama Effect’.

Roger, who has had a long and successful career in advertising has been posting on PB since 2004



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The BREXIT Referendum: The advertising industry is under starters orders

Tuesday, April 12th, 2016

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PB’s Roger on the coming battle

Advertising agencies are like lawyers. They’re whores. They can be pitching for the anti smoking account at the same time as they’re shooting the new Hamlet commercial. Think what would have happened in 1979 if Labour had called the Saatchis first. We wouldn’t have had ‘LABOUR ISN’T WORKING’ and the former Tory Party chairman might now be a Labour peer.

So when I heard Adam and Eve/DDB were handling the REMAIN account it struck me as a fortunate coincidence. Their chief exec James Murphy had written a piece in ‘Campaign’ long before their appointment headlined ‘Adland needs to wake up to the dangers of Brexit.

He wrote “Anyone in business and particularly anyone in in this business should be supporting the “IN” vote. The reasons are overwhelming…” A long list of persuasive facts followed. Plenty of appeals to the head but it ended on a more emotional note, “Our agencies are held up as the best in Europe. A retreat from the bloc would create more subtle and emotional damage to our industry. Many continental clients believe we are creative, cosmopolitan and open to the world. If we vote out and go off in an isolationist sulk, that sentiment could turn.”

Meanwhile Dominic Cummings, Campaign Director of ‘VOTE LEAVE’, sent an email to several  agencies which simply said “We need an agency to help us spend 7 million quid. If interested let’s talk”. Intriguing as this invitation sounds ‘VOTE LEAVE’ hasn’t yet been appointed lead campaign. That’s being decided on Thursday.

By all accounts he has reason to be optimistic and perhaps with a hint of things to come he’s already dismissing his competitor “GRASSROOTS OUT’ as “The George Galloway Campaign”

It’s said there are only two strategies in political campaigning ‘It’s time for a change’ and ‘it’s not time for a change’ with the status quo believed to have a marked advantage.

In an interview with the Economist Cummings compares REMAIN to being locked in the boot of a car heading off to a place that we can’t see and where we know we don’t want to go. He uses the strap line ’Take control’. He says he wants this to be the theme of the LEAVE campaign.

An audacious attempt to paint LEAVE as the safer option and REMAIN as the risky gamble.

Will it work? That’s what the agency with the ‘7 million quid’ of new billing will have to find out. But it’s very smart.

What will these agencies do with their millions of quids?

Some eye catching posters for sure but that’s just the start. They’ll be expected to deliver a coherent message that gets all parties pulling in the same direction. With so many disparate groups on each side, particularly the LEAVERS it’ll take some doing.

The messages will have to be simple clear and memorable. They will have to try to convince the voters that their argument is in tune with their core values and that the alternative poses a risk. A negative campaign doesn’t have to be dull. ‘Labour Isn’t Working’ was voted by ‘Campaign’ the best poster of the last century. The two chosen advertising agencies are being offered an enormous shop window.

I doubt making the EU exciting is what this campaign is going to be about but remember the first rule of copywriting.

People don’t need a drill they need a hole.

Roger, who has had a long and successful career in advertising has been posting on PB since 2004



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Don’t you wish that this is how we should do politics in the UK?

Saturday, November 7th, 2015

Mike Smithson





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Lynton Crosby could do it again next week and give the Tories outright power on a third of the vote

Thursday, October 15th, 2015

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Or will the “good guys” win this time?

Canadians go to the polls next week in an election that has echoes of the British General Election in May – the most intriguing being the involvement of Lynton Crosby.

Prime Minister Stephen Harper hopes the Australian can repeat what he did for David Cameron — magic an outright victory in an election where the Tory poll numbers have been limping along in the low thirties.

That was how the final polls looked in Britain. The Tories famously confounded the pollsters by taking 37% of the vote on May 7th but Cameron’s overall majority owed more to the Crosby’s ruthless targeting of marginal Labour and Lib Dem seats. The way it was done was gloatingly chronicled in Conservative Home.

The Canadian Tories are doing even worse than their British counterparts. There’s dire news for Harper in the latest tracker polling which has him trailing the Liberal Justin Trudeau by seven points. Labour’s sister party the NDP is in the mid 20s and could hold the balance of power.

The NDP, whose leader Tom Mulcair sports a Corbynesque beard, have been the official opposition since 2011 when they made sweeping gains from the Liberals and from the Bloc Quebecois. They have slipped back into third place – the main casualties of Harper playing the Islamaphobia card. The Tory campaign has put the migrant crisis and the case of a Muslim woman who insists on her right to wear the niqab veil at the centre of their campaigning.

According to the Guardian, Harper’s success with anti-Muslim politics dates from Crosby’s arrival. “His presence in Canada first became apparent during a debate in which Harper appealed for the votes of what he called “old-stock Canadians” – a novel phrase that struck a deliberately discordant note in the typically inclusive chorus of Canadian multiculturalism.”

It’s an example of Crosby’s “dead cat strategy”, according to Macleans. If you are losing an argument, as Harper is over the economy, you throw a dead cat on the table – an eye catching emotional issue that grabs voters attention. Everyone starts talking about the cat and forgets the main issue.

A Globe and Mail commentator suggests Harper didn’t need much prompting to exploit Islamophobia. Whether or not it was prompted by Crosby, the Islamophobia tactic could backfire. If he fails to get an overall majority

Harper could be a dead duck by the middle of next week.

He has driven together his main rivals. Relations between them have often been cool but Mulcair says removing Harper is his top priority and he would be ready to support Trudeau as Prime Minister.

For anyone who finds the use of the race card distasteful this would count as a victory for the good guys

Immigration and race never seem to be far from the Crosby mind when it comes to campaigning. His entry into British politics came in 2005 when under Michael Howard’s leadership the Tories ran posters asking “Are you thinking what we’re thinking?” followed up with : “It’s not racist to impose limits on immigration.” . The Guardian’s Nick Watt explained that Crosby was importing an approach that had worked in his native land.

Now, according to the Mail, he is warning David Cameron that the migrant issue could cost the Tories the election in 2020.

But the next big electoral test comes next May and it will be interesting to see what role Crosby plays in the London. He helped get Boris Johnson elected Mayor in 2008 by virtually gagging the flamboyant, gaffe-prone candidate.

Zac Goldsmith will be a harder sell. For all his wealth and good looks he is short on charisma. In the recent PB podcast the Telegraph’s Asa Bennett judged his Tory conference “underwhelming”.

London is a famously diverse city and Labour’s candidate Sadiq Khan is, of course, a Muslim. If Goldsmith’s campaign falters look out for the Tories to throw that dead cat on to the table.

Don Brind



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The flaw in Corbyn’s plan to win the next election by signing up non-voters and the young

Wednesday, September 30th, 2015

Labour risk piling up votes where they don’t need it

Mr Corbyn’s plan has the major flaw that in the 100 seats with the lowest turnout in England Labour hold 94 of them, and 95 out of the 100 seats with the lowest turnout in England and Wales. When you extend the analysis to include Scotland, a similar pattern emerges, in the 100 seats with the lowest turnout in Great Britain Labour holds 92 of them, the SNP holds 3 and the Conservatives hold 5 of them.

Boosting turnout in these seats might replicate the mistake of May where Labour piled up votes in safe seats they already hold whilst the Conservatives boosted their votes in the marginals they hold, which will ultimately improve the advantage the Conservatives hold in vote efficiency. The following tweet sums it up.


To win in 2020 Labour needs to win the votes of people who voted Conservative and UKIP in 2015, until Mr Corbyn addresses that Labour won’t be taking power in 2020.

Thanks again to PBer Disraeli for producing the data behind this article.

TSE



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Corbyn’s English challenge

Sunday, September 13th, 2015

Labour need to stop piling up votes in their safe English seats

Looking at the chart above we can see that in England Labour did best where it didn’t need to and the Tories did best where they did need to do well. In England overall there was a swing of 1.1% from the Tories to Labour but in the crucial battle ground of the fifty most marginal Tory held seats there was a swing of 0.9% FROM Labour to the Tories.

One of the reasons for this was probably down to Labour’s much hyped ground game being focussed in the wrong places. A few months ago Labour’s Jon Ashworth, MP for Leicester South, said he and his canvassing team between January and May of this year had 16,000 doorstep conversations in his constituency. Which struck me as odd. Why were Labour wasting resources in a safe seats like that when there were winnable marginals seats in the Midlands that Labour needed to gain to become the largest party/have a majority?

This was comfort canvassing by Labour, those resources should have been focussed on places like Warwickshire North and Sherwood. In those Tory held hyper-marginal seats of Warwickshire North & Sherwood the Tory majority went up from 54 and 214 respectively to 2,973 and 4,647. Across England there are other examples like this from Stockton South to Nuneaton to Waveney. This explains in part how the Tories increased their lead over Labour in seats despite Labour reducing the Tory lead in the popular vote in England.

If Labour have any hope of taking power in 2020 they need to stop piling up votes in safe seats and start winning them in Tory held marginal seats. I’m not sure Jeremy Corbyn is the man to achieve that as I expect Jeremy Corbyn will be even less appealing in the Tory held marginals than Ed Miliband was.

Many thanks to PBer Disraeli for producing the figures that this article is based on.

TSE