An Interview with Jeremy Sinclair

Abstract

Jeremy Sinclair reflects on his long career advising Conservatives as a leading member of the creative team that devised the ‘Labour Isn’t Working’ poster and other memorable advertising copy. Now Chairman of the agency M & C Saatchi, he discusses his role and work for clients who have included Margaret Thatcher and more recently the Better Together campaign during the Scottish Referendum. Sinclair provides insights into the development of what was an ultimately victorious 2015 strategy co-ordinated by Lynton Crosby. He outlines how campaign advertising was devised in response to voters concerns over Ed Miliband’s suitability to be Prime Minister and the perceived threat of the Scottish National Party dominating the Labour leader in a coalition scenario.