Lynton Crosby

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Spindoctor Lynton Crosby, 24 June 2013. Wikimedia Commons

Lynton Crosby is a spin doctor who helped former Australian Prime Minister John Howard's Liberal Party win four consecutive elections between 1996 and 2004.[1] Crosby has orchestrated various campaigns for the Conservative Party including advising Iain Duncan Smith in 2003[2], coordinating Michael Howard's failed election campaign of 2005[3] and successfully helping Boris Johnson to get elected as London Mayor in 2008 and 2012.[4][5] He also helped to coordinate the 'No to AV' campaign on voting reform in 2010.[6]

Crosby has been variously described as 'a cross between Alastair Campbell and Crocodile Dundee' and an "evil genius". [7]

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. For this, Crosby is being paid £500,000 a year.[8]

Controversies and criticism

Tax avoidance

In 2015 scrutiny of Crosby's business interests revealed that he is a director of Rutland Ltd and shareholder of another company in the tax haven of Malta. Rutland has accounts which show significant amounts held as 'deposits in foreign banks' - €326,011 in 2013, €449,999 in 2012 and €2,457,115 in 2011 and declare that 90 percent of their interests lie outside of Malta. The company have also not filed accounts for 2014. If Crosby was to be paid for his role with the Conservative Party via his Maltese companies he would pay the Maltese tax rate on his earnings. The Conservative's main opponents in the election, the Labour Party, have said if they win they will come down hard on non-doms avoiding tax.

A spokesman for Crosby told the Independent: 'It has been a matter of public record since 2013… that Lynton Crosby pays tax in the UK, on his UK earnings, at exactly the same rate as any UK citizen. There is no public interest in publishing false allegations about the financial affairs of a private individual.'[9] According to a report in the Daily Mail in November 2012, Crosby had advised Boris Johnson during his election campaigning to:

London mayoral campaign

'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’.[10]

The same report notes that Crosby issued a statement that he had ‘absolutely no recollection’ of using the term.[11]

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". [12]

Lobbying against plain packaging for tobacco

The Observer revealed that days before becoming David Cameron's campaign director, Crosby had lobbied ministers to stop the incoming bill on unbranded cigarette cartons. Crosby's London-based lobbying firm, Crosby Textor Fullbrook (CTF), had been hired by Philip Morris International (PMI) in the autumn of 2012, according to the paper, 'because the owner of the Marlboro brand sought to derail plans to sell cigarettes in unbranded cartons. Soon after winning the account Crosby made the case against plain packaging to Lord Marland'.[13]

A year after being hired by the Conservative party, the plans for plain packaging were shelved, and despite denying it at the time, documents released by the Intellectual Property Office under the Freedom of Information Act to tobacco control researchers at the University of Bath show an email exchange between Crosby and close friend Lord Marland (the then Lord of Appeal) providing evidence Crosby had been lobbying on behalf of the tobacco industry. [13]

Activities

UK

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.[14]

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.[15]. He was the election campaign manager for Howard's failed attempt at election in 2005.[16].

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'.[17]. A Conservative Party insider was sacked for leaking details of the rift to the press.[18].

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.[19]

The Conservatives lost the election after paying Crosby a reported £441,146.[20]

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.'[21]

2005 Conservative Party fringe event

In October 2005 Crosby addressed a fringe meeting of the Countryside Alliance at the Conservative Party conference.[22]

2008 Boris Johnson's mayoral campaign

In 2008 Crosby orchestrated Boris Johnson's successful election as the Mayor of London.[23]

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.[24]

Zimbabwe 2008

Worked with American political strategist and campaigner Joe Trippi for oppositionist Morgan Tsvangirai in Zimbabwe's 2008 elections. [25]


Clients

Affiliations

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

Website

Relevant resources

Notes

  1. ↑ P.27, Howard's Way, The Daily Telegraph, 13-September-2003
  2. ↑ P.27, Howard's Way, The Daily Telegraph, 13-September-2003
  3. ↑ Nicholas Watt, (John) Howard's way: Tories sign up Australian strategist, The Guardian, 20-October-2004
  4. ↑ Olga Craig and Melissa Kite, ANALYSIS The Tory mayor signs in with a new image as he prepares to get serious about London, write Olga Craig and Melissa Kite, The Sunday Times, 2-May-2008
  5. ↑ Andrew Gilligan, Boris Johnson camp worried at low turnout, The Telegraph, 3-May-2012
  6. ↑ Patrick Wintour, Tory activists call on Australian pollster to help block vote reform: Small group looking to raise £100,000 war chest Adviser worked for Boris Johnson in mayoral race, The Guardian, 22-June-2010
  7. ↑ Hugh Muir, Lynton Crosby: the 'evil genius' taking Cameron into bare-knuckle politics, The Guardian, Friday 23 November 2012 13.57 GMT
  8. ↑ Tory strategist Lynton Crosby aims to keep Cameron out of TV debates, accessed 8 September 2014
  9. ↑ Matt Dathan The seven questions David Cameron's election guru needs to answer about his tax affairs and his influence on Tory policy Independent, 17 April 2015, accessed 20 April 2015.
  10. ↑ Simon Walters, PM's new fixer in racist rant at Muslims: Foul-mouthed abuse by campaign chief revealed as he lands top Tory post, The Mail on Sunday, 17-November-2012
  11. ↑ Simon Walters, PM's new fixer in racist rant at Muslims: Foul-mouthed abuse by campaign chief revealed as he lands top Tory post, The Mail on Sunday, 17-November-2012
  12. ↑ Peter Oborne, Cameron should beware the Australian master strategist, The Telegraph, 27 Oct 2012, accessed 29 October 2012
  13. ↑ 13.0 13.1 Jamie Doward Conservative election guru Lynton Crosby lobbied minister over tobacco, The Observer, 6 September 2014, Accessed 8 September 2014
  14. ↑ P.27, Howard's Way, The Daily Telegraph, 13-September-2003
  15. ↑ Nicholas Watt, (John) Howard's way: Tories sign up Australian strategist, The Guardian, 20-October-2004
  16. ↑ Andrew Grice, TORIES HIRE JOHN HOWARD'S RIGHT-HAND MAN, The Independent, 20-October-2004
  17. ↑ Tom Baldwin and Philip Webster, Senior Tory steps up power struggle, The Times, 15-December-2004
  18. ↑ Home News, Official sacked over Tory row, The Times, 17-December-2004
  19. ↑ Lord Saatchi and Lynton Crosby, Tories aim for victory, The Times, 25-January-2005
  20. ↑ David Charter and Sam Coates, The Price of Spin, The Times, 25-April-2006
  21. ↑ Andrew Pierce, Targeting strategy is wide of the mark, The Times, 11-August-2005
  22. ↑ Home News, Conference agenda, The Times, 3-October-2005
  23. ↑ Olga Craig and Melissa Kite, ANALYSIS The Tory mayor signs in with a new image as he prepares to get serious about London, write Olga Craig and Melissa Kite, The Sunday Times, 2-May-2008
  24. ↑ Patrick Wintour, Tory activists call on Australian pollster to help block vote reform: Small group looking to raise £100,000 war chest Adviser worked for Boris Johnson in mayoral race, The Guardian, 22-June-2010
  25. ↑ Lobbying in Africa, the Africa Report, 28 November 2014
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