Lynton Crosby

Lynton Crosby is a spindoctor who helped former Australian Prime Minister John Howard's Liberal Party win four consecutive elections between 1996 and 2004. Crosby has orchestrated various campaigns for the Conservative Party including advising Iain Duncan Smith in 2003, coordinating Michael Howard failed election campaign of 2005 and successfully helping Boris Johnson to get elected as London Mayor in 2008 and 2012. He also helped to co-ordinate the 'No to AV' campaign on voting reform in 2010.

On 19 November 2012 it was announced that the UK Prime Minister David Cameron had hired Crosby to work on the Conservative Party's campaign for the 2015 election.

According to a report in the Daily Mail, Crosby advised Boris Johnson to:

'Concentrate on traditional Tory voters instead of ‘f****** Muslims’. The source added: ‘He definitely used that phrase’ and said: ‘Lynton’s view was that chasing the Muslim vote and other ethnic groups was a waste of time – and he frequently expressed himself in very strong terms. Some people found it very offensive’.

The same report notes that Crosby issued a statement that he had ‘absolutely no recollection’ of using the term.

2003 Address to the Conservative Party

In 2003 Crosby addressed a shadow cabinet meeting held by the Conservative Party, he was invited to speak by the party's leader at the time Iain Duncan Smith.

2004-5 Adviser to Michael Howard and the Conservative Party election campaign

In 2004 Crosby was hired as an adviser to the Conservative Party under Michael Howard's leadership.. He was the election campaign manager for Howard's failed attempt at election in 2005..

Crosby clashed with Liam Fox and Lord Saatchi during the 2005 campaign; he argued that Saatchi's election strategy was '20 years out of date'.. A Conservative Party insider was sacked for leaking details of the rift to the press..

Crosby and Saatchi had made amends by January of the following year, the two men wrote a joint letter to The Times which read as follows:

Sir, Your report (January 24) under the headline "Election is lost already, top adviser tells Howard" is totally untrue.

Anyone who knows either of us and what we have achieved in our careers should know that "second place" does not enter our vocabulary.

We are in the business of winning an overall majority at the general election and we believe that this objective is achievable. In line with our strategy, Conservative policies are being continually rolled out, as we saw last week with those on tax and value for money and this week with our policies on immigration and asylum-seekers.

It is vital in the national interest that there is a Conservative government led by Michael Howard.

The Conservatives lost the election after paying Crosby a reported £441,146.

2005 CrosbyTextor

In 2005 following the failure of Michael Howard's election campaign Crosby turned to consultancy. His firm CrosbyTextor contacted 'potential clients offering them the benefits of a carefully targeted communications strategy'. They argued that:

'We know how to target people. This approach is a legacy of our political heritage' adding that 'Every engagement...was driven by specific objectives. Each is rooted in a clear understanding of what the target audience thinks and how to make that audience change its opinion.'

2005 Conservative Party fringe event

In October 2005 Crosby addressed a fringe meeting of the Countryside Alliance at the Conservative Party conference.

2008 Boris Johnson's mayoral campaign

In 2008 Crosby orchestrated Boris Johnson's successful election as the Mayor of London.

2010 No to AV campaign

In 2010 Crosby worked with senior Conservative figures on the 'No to AV Campaign'. Other members of the team included Bernard Jenkin and George Eustice, as well as James Frayne, former campaign director of the Taxpayers' Alliance.

Criticism

In late October 2012, just weeks before Crosby's advisory role was made official, the Telegraph's political commentator Peter Oborne wrote that such an appointment "would signal the defeat of everything the PM stands for".

Affiliations

CrosbyTextor | Conservative Party | Boris Johnson | Mark Fullbrook (co-founder CTF Partners Ltd)

Website

• CrosbyTextor

Resources

• Nicholas Jones, Lynton Crosby to mastermind Conservatives’ 2015 general election campaign Spinwatch, 20 November 2012
• Andy Rowell, Exposed: Tory Advisor is Tobacco Hack Spinwatch, 18 April 2005
• Peter Oborne, Cameron should beware the Australian master strategist The Telegraph, 27 Oct 2012
• Hugh Muir, Lynton Crosby: the 'evil genius' taking Cameron into bare-knuckle politics, The Guardian, Friday 23 November 2012 13.57 GMT