The Tory peer, Maurice Saatchi, has told the Conservative Party
that advertising is a double-edged sword that will not help a poor
Although he was speaking about advertising generally, some Tories in his
audience at last week’s party conference in Bournemouth interpreted his
comments as a veiled reference to M&C Saatchi’s ill-fated campaign at
last year’s general election.
Saatchi said: ’It (advertising) accelerates failure when the cause is
weak. It clarifies and strengthens the cause that is strong. Only honest
thought and merchandise can stand the limelight or organised publicity
for any length of time.’
Far from being the ’demon’ its detractors claim it to be, advertising is
a two-edged weapon that makes a little-recognised contribution to
society by forcing advertisers to live up to their claims.
Saatchi’s speech, at a fringe meeting organised by the Advertising
Association, appealed to Tories to back the industry’s fight against
pressure for greater regulation. It came as senior Tories confirmed they
wanted to avoid an expensive contract with an agency at the next
election and plan to set up a creative forum of volunteers (Campaign, 18
Archie Norman, the party’s chief executive, believes there is no reason
why the party should repeat the pounds 1 million fee M&C Saatchi
received for its multi-million-pound blitz. Tory officials, who clashed
with Saatchi over the campaign, believe they will have more control over
an in-house effort.