The former deputy prime minister Michael Heseltine claims that voting behaviour is rarely influenced by party political broadcasts.
In an interview on the latest edition of Campaign Screen, he stated: 'I've seen a lot of party political broadcasts and taken part in many on behalf of the Conservative Party and there is little resonance out in the streets as a result of them.'
The comments come ahead of the next general election, as parties begin to address their political communications. Last week, TBWA/London launched its first ads since winning the Labour account (Campaign, 17 November).
In addition, the piece features an interview with the vice-chairman of Havas Advertising, Jacques Seguela, whose campaigns have helped win elections for various presidents including Israel's Barak and Chile's Lagos.
Issue 15 of Screen also profiles one of the hottest animation teams around, Loic and Aurelien, who are setting up a CGI division for Partizan.