It won the bid with this effective slogan:

Campaign magazine said:

"Saatchis is understood to have clinched the business after impressing
Labour with the breadth and depth of its creative ideas, its capacity
as a big agency and the new management approach under SSF chief
executive Robert Senior."

What it doesn’t mention is that M&C Saatchi (now a different company) is applying for the Conservative contract. Robert Senior was glowing about Brown:

"This is a seminal moment for Saatchi & Saatchi and a seminal moment
for Kate [Stanners] and myself. It’s a real statement of intent for the agency. We
have the opportunity take the strength and conviction that Gordon Brown
has shown as Prime Minister and apply our creativity to that to do the
right thing for the country."

Saatchi & Saatchi was the company that successfully worked on Thatcher’s campaign, although Maurice and Charles Saatchi were ousted from it in the mid-90s and it was M&C Saatchi that ran Howard’s advertising campaign.

Deputy Editor

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