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Ken goes ape as Mayor race hots up
Pippa Crerar, Political Correspondent10 Jan 2008
Ken Livingstone has signed up the advertising agency behind the Cadbury's Dairy Milk gorilla adverts to help him fight Boris Johnson in the Mayoral election.
The Mayor's aides have already drawn up a £400,000 campaign communications plan which will be launched within weeks. At its heart will be a series of newspaper adverts, billboard posters and YouTube clips featuring Mr Livingstone thought up by award-winning firm Fallon.
Its recent innovative Dairy Milk advert, which featured images of a gorilla playing drums to Phil Collins hit In The Air Tonight, captured the public imagination.
The development emerged as Mr Livingstone and Tory candidate Mr Johnson clashed angrily in the first televised debate of the campaign, which is screened tonight on ITV.
Mr Johnson tore into the Mayor after he blamed violent movies and a breakdown of society under Margaret Thatcher for the problems of gang crime in London.
The agency chosen by the Mayor is part of the same group as Saatchi & Saatchi, which helped bring down the Labour government in 1979 with the famous "Labour Isn't Working" slogan and recently produced "Not Flash, Just Gordon" for the new Prime Minister.
Harry Barlow, who earns £88,000 a year as Mr Livingstone's communications adviser, will lead the team of agency executives. He has worked on the Mayor's newspaper, The Londoner, and the advertising campaign for the congestion charge and he is believed to be the brain behind the Mayor's LOND-ON logo.
He will be joined by key members of "Team Ken" including chief-of-staff Simon Fletcher, policy director Redmond O'Neill and director of media Joy Johnson, who are currently still working on their City Hall jobs.
It has been revealed the Mayor expects to raise about £1million to pay for his campaign from a variety of sources, including Labour Party coffers, local fund-raising events and individual donations. He was also likely to benefit from advertising paid for by Labour's London Assembly candidates. Mr Barlow, who also runs his own campaigning ad agency, told the Standard: "In the six-week period before the election we can spend £420,000 but...we expect to raise about £1 million in total.
"All the usual activities will be taking place at a local level - art auctions, dinners, local events - as well as donations from individuals."
Mayoral candidates are forbidden from using television and radio adverts, although they qualify for statutory party political broadcasts.
Mr Barlow said Fallon, which lists Orange and Sony among its clients, produced some of the most "innovative and creative" adverts in the market. He added: "They're very exciting and a much newer style of agency with a more fresh approach to campaigns and more integrated ideas. For example, the gorilla worked well on YouTube. We hope to get Ken on the digital media, including YouTube."
His campaign will be run from Labour headquarters at Westminster and will focus on issues seen as his successes - the Olympics, Crossrail and congestion charge.
Last month Mr Johnson appointed Australian strategist Lynton Crosby, who oversaw a dismal defeat by former Tory leader Michael Howard when he was hired at the last general election, to work alongside campaign manager Dan Ritterband. Mr Crosby is described as a "master of the dark political arts" and is certain to toughen up the public image of the mild mannered and jovial Mr Johnson.
Reader views (4)
Steven Patrick: It's not just London that is suffering because of NuLabour's mis-selling of the merits of locally elected mayors with executive powers. There are many people across the country who are regretting voting for this change in local government.
Doncaster and Ellesmere Port are two such places were the mayor presides over a cabinet of carefully selected cronies, the make up of which is beyond the control of the electorate. They have all of the executive power leaving the rest of the local councillors as little more than participants in a toothless debating chamber.
This was foisted upon many people in the UK under the banner of increased local democracy. In fact, all that it has done is to strengthen NuLabour's powerbase at a local level and destroy a vital tier of democratic process that we have enjoyed for over a thousand years.
All of these mayors have far too much power and far too little direct accountability to the electorate.
- Keith Lonsdale, Doncaster, 10/01/2008 17:56
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"Ken Livingstone has signed up the advertising agency behind the Cadbury's Dairy Milk gorilla adverts to help him fight Boris Johnson in the Mayoral election."
It won't make any difference, "Ken" will never be as cuddly as Boris. This also reeks of a desperate measure. But more to the point, who is paying for this?
- Robert Zimmerman, London, 10/01/2008 15:13
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But they can't turn a pig's ear into a silk purse!
- Patrick, London, England, 10/01/2008 14:43
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Surely Ken doesn't need any advertising. If you look at almost any proclamation from the Mayor's office your are gteeted with either his picture or his name. And if you look on the london.gov website you would think that it was Ken's very own website and not paid for by Londoners.
I have been saying ever since the idea of the mayor was first mooted, do we really need a mayor and central authority for London. And I am still coming up with the answer no, all it seems to do is take and waste London money. Also from what I have read over the last few years the mayor has far to much power and can ride roughshod over local authorities on many issues a major one being building planning.
- Steven Patrick M, London, UK, 10/01/2008 13:35
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