Between the lines: Will Tories use social ads?

The Tory Party's decision to approach Karmarama about its creative account (page 1) seems in keeping with the goals of its leader, David Cameron, to jettison its crusty, hard-nosed image in favour of a more touchy-feely approach.

Cameron has been pushing a more socially aware, green agenda and Karmarama has proved adept at raising awareness of worthy causes with some clever marketing. Rather than reactionary billboards slating political rivals, we can probably expect activity that associates the Tories with social causes in a bid to extract the maximum PR value possible.