Tory Party reviews 4.4m direct marketing account

The Conservative Party has begun a review of its direct marketing, which is worth an estimated £4.4m. It is understood the party is seeking to raise money and build public support.

It is thought the party has worked with a number of DM agencies on a project basis in the past. The Tory Party’s 2005 DM election campaign was created by M&C Group’s integrated agency Immediate Sales. The review is being handled by the AAR.

In the run up to the 2005 General Election, the Tories spent £4.4m of their £17.8m budget on direct marketing – an increase of 269% on the amount spent on the medium for the 2001 election.

In October last year, Euro RSCG London won the Conservative Party’s advertising account after a competitive pitch. The agency set up a subsidiary called Euro Referendum to handle the business.

In September 2007 – at the time of last year’s party conferences when speculation of a General Election mounted – it emerged that the Tory Party, led by David Cameron (pictured), had approached a number of London agencies but had received a poor response (MW 27 September, 2007). It was thought that several agencies declined to pitch for the account. Karmarama, which handles project work for the party, confirmed it had turned down the opportunity to create an election campaign.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here