M&C Saatchi will work alongside lead agency Euro RSCG as the Tories look to turn their lead in most opinion polls into election victory in May.
The Conservative Party’s association with the Saatchi brothers dates back to 1978 when their Saatchi & Saatchi agency created the infamous “Labour isn’t working” campaign that was said to have contributed to Margaret Thatcher’s 1979 poll win over Labour.
After forming M&C Saatchi, they worked again with the Conservatives in the mid-nineties. Saatchi & Saatchi was appointed to handle the Labour Party’s advertising account in 2007.
The Tories are upping their marketing efforts in advance of the May poll. The Party has launched several high-profile outdoor campaigns and continues to run topical tactical ads. It is also targeting marginal constituencies with direct and mail marketing activity.
In contrast, Labour has less money to spend and is concentrating its efforts on direct marketing.