The night Tony Blair was 'cross-fertilised' by PR guru Freud

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Tony Blair and Matthew Freud

Tony Blair regards himself as the consummate networker, skilled in the art of manipulating situations for political gain - but, for once, even he may have been outspun.

The Prime Minister appears to have become the unwitting victim of a masterly publicity operation when he attended a private party thrown last week by the PR consultant Matthew Freud.

Photographs from the party - held at Freud's four-storey house in London's Notting Hill - show a tanned Mr Blair mingling with model Claudia Schiffer, rock star Bono, rapper 50 Cent and, most controversially, Sol Kerzner, the South African billionaire who wants to run a supercasino at the Dome.

Kerzner and his business partners Anschutz Entertainment Group (AEG) have hired Freud Communications as strategic consultants in their efforts to win a gaming licence at the Dome. The Prime Minister, relaxed in suit jacket, open-necked shirt, jeans and suede shoes, sipped wine with 200 guests from politics, the media and showbusiness.

However, the aides are now concerned Blair may have fallen victim to one of Freud's infamous 'cross-fertilisation' techniques, where he uses one story to simultaneously promote a number of clients.

Before the party on Wednesday night - as his wife Cherie was flying to Rome to deliver a speech - Mr Blair joined Rebekah Wade, editor of The Sun and a close friend of Freud, for a cosy supper at Cecconi's restaurant in Mayfair.

This location aroused suspicions because Freud, regarded as the best-connected man in London, is also a friend and PR adviser to Cecconi's owner Nick Jones, who founded the exclusive Soho House members' club.

Ms Wade apparently persuaded Mr Blair to join her at the party at Freud's, which had the ostensible aim of promoting a new credit card which will fight Aids in Africa.

'Blair was used'

"It is classic Freud," one industry observer said. "In one 'hit' he publicises the restaurant and shows his client Kerzner rubbing shoulders with the Prime Minister. Blair was used."

Freud's reputation as one of the most adept networkers was sealed when he married Rupert Murdoch's daughter Elisabeth five years ago.

Apart from being Ms Wade's proprietor, Mr Murdoch is also a business partner of AEG's owner Philip Anschutz. Last month Anschutz's Walden Media group struck a deal with Murdoch to develop family films together - News Corp's Fox Filmed Entertainment will have first rights to future Walden projects.

Freud's techniques were also in evidence in October 2005 when he set up a meeting between Mr Anschutz and Culture Secretary Tessa Jowell over dinner - again at his Notting Hill home. Ms Jowell later admitted Mr Anschutz 'certainly talked to me about casinos, but I got no information that was not freely available in the newspapers'.

Then, last year, Kate Garvey, Tony Blair's former special adviser, left Downing Street for a job at Freud. She is its head of public and social affairs and a board member.

 

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