The Liberal Democrats have appointed Knight Leach Delaney to steer the
party’s advertising and communications through the next general
Paddy Ashdown’s party split two years ago from its last agency, TBWA
Holmes Knight Ritchie, which created the ‘my vote’ slogan for the last
election in April 1992.
The Lib Dems recently put together a committee to provide advertising
advice (Campaign, 22 September 1995), but the party now recognises the
urgent need to create an impact and has briefed KLD to craft a clear,
consistent message for it.
Stuart Leach, the managing director of KLD, and an ardent supporter of
the Lib Dems, said: ‘We must give a simple and positive view of the
party. The demands of an election campaign require a strongly integrated
approach and we relish the challenge.’
The Lib Dems have a decentralised structure, with a lot of autonomy at
local level, but the party wants its thinking to be formulated into a
coherent message that works both locally and nationally.
In the run-up to the next general election, KLD’s campaign will compete
against BMP DDB Needham’s radical work for the Labour Party, and M&C
Saatchi’s projects for the Conservative Party.
Lord Holme, the chairman of the Liberal Democrat general election team,
said: ‘We don’t want an advertising agency to create an image, we need
one to help express our policies attractively. KLD is a progressive
agency and will help us to speak convincingly to the many people who are
disillusioned with politics.’
Alison Holmes, the party’s planning manager, said: ‘Stuart Leach
understands the spirit and ethos of the party, and is rare in that he
knows about both politics and advertising.’
KLD is already working on cinema and poster campaigns, as well as a
Party Political Broadcast that will run at the end of the month.