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Gordon Brown today hired as his new head of spin the public relations expert who advised the Queen after the death of Princess Diana.
Simon Lewis goes into No 10 as both official spokesman and director of communications, making him one of the most powerful figures in Whitehall.
It means yet another shake-up of the Downing Street campaigning operations, which has been repeatedly reorganised since Mr Brown took over.
The latest changes were prompted because Michael Ellam, the Prime Minister's highly regarded communications head, wants to return to the Treasury where he will take up a senior post.
His deputy, Tom Hoskin, is expected to leave also, after being headhunted by a major retail company.
Mr Lewis, whose brother Will, 40, edits the Daily Telegraph, will take over next month, in what is regarded as one of the toughest jobs in PR because of the pressure of the 24-hour news cycle.
In addition to twice-daily briefings, Mr Lewis will oversee long-term media strategy.
He will be classed as a regular civil servant, which means he will be impartial and will not take part in Labour's election campaign.
Mr Brown's spokesman said: "Simon Lewis is a very experienced PR professional with a very strong track record in both the public and private sectors."
Mr Lewis joined Buckingham Palace in 1998 and drew up a new PR strategy for the royal family in the wake of Diana's death.
He is inevitably a friend of Lord Mandelson, the effective deputy prime minister.
With Labour trailing up to 20 points in some polls, Mr Brown's critics say there could be an exodus of staffers looking for jobs before the general election.
Lewis brothers: Gamekeeper and poacher
Simon Lewis's new role as Downing Street's chief spin-doctor comes after his younger brother Will, bottom left, orchestrated the Telegraph's hugely damaging revelations about MPs' expenses.
The fall-out from the row was one of the major factors in the failed coup against the Prime Minister earlier this month.
The appointment makes them arguably the most powerful pair of brothers in Britain after the Milibands - one in a poacher and one in a gamekeeper role.
Simon Lewis, 50, top left, was most recently head of communications at Vodafone.
He also acted as PR adviser NatWest Bank, Warburgs investment bank and the Social Democratic Party.
He is known as a suave and unruffled operator with impeccable contacts but was allegedly referred to as "the gas man" during his spell at Buckingham Palace having joined from Centrica, owner of British Gas,
Reader views (1)
Gordon should save a bit of money now by sacking Nicola Burdett and the other utterly useless new labour spinners. No-one cares if Gordon gets pictured with Cheryl Cole, and the Youtube videos are ludicrous. People are sick of their cynical, empty-headed spin.
- Simon, uk, 23/06/2009 13:48
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