Lynton Crosby

This article is part of the Lobbying Portal, a sunlight project from Spinwatch.

This article is part of the Revolving Door project of Spinwatch.

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. Crosby has orchestrated various campaigns for the Conservative Party including advising Iain Duncan Smith in 2003, coordinating Michael Howard's failed election campaign of 2005 and successfully helping Boris Johnson to get elected as London Mayor in 2008 and 2012. He also helped to coordinate the 'No to AV' campaign on voting reform in 2010.

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

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.

Controversies and criticism

According to a report in the Daily Mail in November 2012, Crosby had advised Boris Johnson during his election campaigning 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.

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".

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'.

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.

Activities

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.

Zimbabwe 2008

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

Affiliations

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

Website

• CrosbyTextor

Relevant resources

• Ed Miliband demands Lynton Crosby 'conflict of interest' inquiry, BBC News, 17 July 2013.
• Tobacco firm argued against plain packaging in meeting with UK government, BBC News, 16 July 2013
• Tamasin Cave, Lynton Crosby DID lobby the government on tobacco policy, Spinwatch, 8 September 2014
• Nicky Hager, “Crosby v Hager”: defamation proceedings used as a political weapon, author's own website, 3 June 2009
• Steven Harkins, Lynton Crosby: the 'nasty party' rhetoric of xenophobia, Spinwatch, 26 November 2012
• Nicholas Jones, Lynton Crosby to mastermind Conservatives’ 2015 general election campaign Spinwatch, 20 November 2012
• George Monbiot, Cigarette packaging: the corporate smokescreen, The Guardian, Monday 15 July 2013 20.39 BST
• Hugh Muir, Lynton Crosby: the 'evil genius' taking Cameron into bare-knuckle politics, The Guardian, Friday 23 November 2012 13.57 GMT
• Rowena Mason, 'David Cameron: I'm not giving any more answers on Lynton Crosby tobacco talks', The Telegraph, 21 July 2013.
• Peter Oborne, Cameron should beware the Australian master strategist The Telegraph, 27 Oct 2012
• Andy Rowell, Exposed: Tory Advisor is Tobacco Hack Spinwatch, 18 April 2005
• Andy Rowell, Political Sleaze Unravels in New Zealand, Spinwatch, 30 November 2006
• Nicholas Watt and Patrick Wintour, Labour calls for investigation into Lynton Crosby 'conflict of interest', The Guardian, 17 July 2013.
• Nicholas Watt, Tory strategist Lynton Crosby in new lobbying row, The Guardian, Sunday 21 July 2013 22.42 BST