Why Ken must now keep it real

There’s been a lot of talk about THAT election broadcast for Ken.

I must admit when I first saw the ad it seemed clear to me it was quite clearly scripted.

But it would have to be. The creative by the ad agency was to get Londoners to spell out Ken’s manifesto and why he should be elected.

So can people really say they were being decieived because their words came from a script? They were a device to communicate Ken’s messages.

Take a look.

The people are quite clearly not actors – if they were then a couple of them should have been kicked out of Equity –   but the treatment limited them from speaking in their own voices.

The ad agency, who to my knowledge have never done PEBs before, obviously wanted to cover as many policy issues and demographics as possible. That’s why there were 23 separate talking heads.

Now the agency has put out a second ad showing three of the featured people denying being actors. It’s all unscripted and actually has a far more natural feel.

And that’s the point. If the agency had let the people speak in their own words it would have been far more authentic. I don’t want to be harsh on them because it may be the client brief’s dictated it. But when you don’t have political comms experience, you want see the potential risks for using this treatement.

I know hindsight is a wonderful thing, but they should have done it to the other way round. Choose people and let them tell their stories in their own words. Personal advocacy is far more powerful and compelling than scripted manifestos.

But if you’re going to do a scripted video, use a compelling script and throw everything at it!

Boris’ campaign has been pretty dull. His last scripted ad was hardly inspirational.

But he has the power of incumbency and office to get his messages across to Londoners as Mayor.

I’m not sure Ken’s ad will have lasting damage but when then race is so tight, any hint that a campaign is not what it seems could make the difference.

Ken’s at his best when talks about policy and his record. His fare deal campaign which kicked off in January got him back in the game because had a simple message matched with excellent mobilisation at train stations.

So in the next two weeks Ken’s team should strip it all down.

No music. No scripts.

Keep it real, Ken.

Just not THIS real!

Tags: Boris Johnson, Ken Livingstone, Labour, Mayor of London

Tablet Journalism

I’ve just realised it’s been nearly half a year since I blogged here which by all accounts, is a bit tardy.

But this Easter I’ve been amazed by the amount of comments I’ve received for an article I wrote for the Tablet.

For those not aware, it’s an international catholic publication, mainly sold at churches. I was asked to write a 1,000 words on why, at the age of 34, I decided to be baptised for the first time ahead of my wedding.

As I say in the article, the choice to choose my religion was left up to me by my parents.

And as I only wanted my fiancee to be present at my christening at the age of 34, I have the rather bizarre anomaly of my wife also being my godmother!

I was in two minds to talk about my faith as I’m not a happy clappy evangelical and I don’t want to push it down people’s throats. I have my faith and it makes my happy.

Anyway, if you’d like to read the piece, it’s available in all good catholic churches or you can log on here to read it.

Happy Easter

Tags: Catholic, The Tablet

Who will Phil Woolas’ shoes?

I’ve lost count of how many Ed’s first tests we’ve had.

His first PMQs, Livingstone’s trawl for second pereferences in Tower Hamlets are just two of ‘em.

But by a country mile, the Oldham East and Saddleworth by-election is THE first big challenge.

The electoral court ruled they were false statements but talk to any politician and they’ll take a sharp intake of breath and tell you sotto voce how close they’ve sailed to the wind with campaign literature. But that’s another blog.

Phil, who’s been a loyal party activist all his life and given so much, should at least be allowed his chance to apply for a judicial review, though it was quite clear last night from Harriet’s statement, there was no way back for him.

But he should be allowed to go on his own terms. That’s the very least Labour owes him.

The challenge is now to find the best candidate to keep the seat.

Come Monday, I reckon we’ll see the NEC’s Parliamentary Panel meet or speak by phone to set the timetable. I’m sure Ed will want to get it out of the way as soon as possible.

That means setting up a By-Election panel to run the selection. CVs will be submitted directly to the panel – not the CLP – and a longslist drawn up.

I really hope the By-Election Panel allows Oldham East and Saddleworth CLP a significant say in this process.

From past experience, it’s really important to get local input and buy-in otherwise the grumbling stage left and shouts of ‘stitch-up’ become increasigly loud as the campaign goes on.

Then the longlisted candidates will appear before the panel.

Ah. The panel.

Imagine Dragon’s Den for politicos! I was interviewed by the similar Special Selections Panel for Weaver Vale and boarded by Nick Brown and Tom Watson.

They ask what the most important local issues are, how you’d run your campaign and then – at Colomboesque (“Oh. Just one last thing”) weadle out your views on national issues and party loyalty. ‘Would you go against the whip?’ ‘Is there anything that you’ve done that would embarrass the party,” “Where do you stand on Afghanistan?”

But the By-Election Panel will probe much, much deeper – into the candidate’s personal background and history. Past statements, previous political standpoints – anything that could cause problems in the white heat of an election played out in the national media spotlight will be picked over and challenged.

It requires a special kind of person to cope with that level of scrutiny.

This weekend, potential candidates will be thinking long and hard about whether they should go for it. Handily, it’s the North West Labour Conference in Southport. Expect people to be taking soundings and making plans there.

One candidate’s already declared. Councillor Paul Cotterill – the Bickerstaffe Record’s blogger – seems a decent independent minded candidate and definitely worth longlisting. All  the best to him.

I know it’s not wise to be seen to be influening local selections. I’m sure Oldham East and Saddleworth CLP will still feel very raw and angry with the judgement and feel a deserved loyalty towards Phil.

The LAST thing they’ll want to feel is someone’s being parachuted in. I hope that’s respected. You’ll need someone local to the North West.

So I’d respectfully like to suggest someone who I think would be ideal.

I met her during the Prescott Express marginal seat tour and was bowled over by her intelligence, campaigning and passion.  She also seemed qutie normal, level-headed and self-deprecative – good things to have in any candidate.

Her name’s Maryam Khan and was chosen as PPC for Bury North after David Chaytor had to stand down over expenses claims.

She also had a good young team of North West Young Labour activitists running her campaign. There was definitely a buzz around her – the campaign slogan was the almost-inevitable-but-still-very-funny ‘Yes We Khan.’ She did very well to stem the swing to just 5% considering the toxic nature of expenses and the fact she was chosen as the last minute replacement.

This was her campaign video.

Mind you, Manchester Withington PPC Lucy Powell would also be very good too, though I understand neither her nor Maryam have indicated they’re going for it. Expect a tsunami of CVs when the selection starts.

But as I said, it’s down to the panel and the members to decide.

And hopefully I’ve not been the kiss of death for Paul, Maryam or Lucy!

Tags: Bury North, Maryam Khan, Oldham East And Saddleworth

When Social Media goes BAD!

A truly brilliant presentation on the perils and pitfalls of social media from those exceedingly clever people at Social Media Influence and Custom Communication

Social media Screw Ups – A History

View more presentations from Social Media Influence.

Tags: Custom Communication, Dell, Social Media, Social Media Influence

Raise your game adland!

Thought the Old Spice viral ad was cool?  The attention to detail,  the personalised replies to tweets, the YouTube hits? 20 million since February.

Well Tippex are half way there on hits – 10 million since the end of August with their Shoot The Bear ad.

Why? The call and response is very short – just type in how you want it to end – it’s very funny and the execution is superb. That of the ad of course, not the bear.

But I don’t want to give it away so take a look for yourself. It’s a real game changer.

It was made by French agency Buzzman whose credo, purloined from Bob Thacker, senior VP-marketing and advertising at OfficeMax, is pretty damn cool.

“The secret is respecting the consumer. You are interrupting their life. All advertising is unwanted, so if you’re going to crash the party, bring some champagne with you.”

Hattip to my old Geronimo colleague Ed Callow who’s got a great blog in The Buzzplan

Tags: buzzman, Ed Callow, Old Spice, Shoot The Bear, Tippex

Clause Four thought

VERY early start today. Went to conference centre to see the old man make his debut as Daybreak’s roving reporter at conference.

In his two-way with Adrian and Christine he answered about what next for David Miliband.

Then after a quick rest it was back in the conference hall to see DM’s speech. Who’d a thought a foreign affairs Q&A would start with a remarkable standing ovation.

But I think the media really missed the big message here. Just blogged about it over at Labour Uncut

Tags: David Miliband, Ed Miliband, Labour, Manchester Conference

New Day, New Generation

Up early for the first day filming with Daybreak.

But just been watching our new leader on Marr.

Very telling that Ed was continuing to reach out to a lot of people, just as he did as he toured the receptions last night.

But for many, last night belonged to David.

He showed an enormous amount of courage and class to walk round the reception in Ed’s wake.

Expect David’s speech will bring the house down. He could read the Manchester Yellow Pages and people will be in tears.

Having seen three deputy leadership campaigns up close, I know all too well how hard it is to keep smiling when you’ve lost.

And I’ll be smiling again today after the Treasurer vote.

Delegates seemed punch drunk after a four and a half month campaign, which took time to grab interest but then exploded in the last four weeks.

And as David Aaronovitch also said on Marr, Ed showed he was more ruthless.

Today, he’ll continue his task to heal the party. His Sunday Telegraph piece is telling about helping the squeezed middle. He also said he wants to lead a responsible opposition.

But now he’s got to be seen to stand up to the unions and be radical, but on the centreground of politics. They’re not mutually exclusive.

The first five minutes of Marr were taken up with his union support. So Ed’s going to have make a symbolic gesture to stop being defined as the rabid leftie he patently isn’t.

And the unions know that’s going to happen – and will be happy to take a bit of a public kicking or slight.

I don’t buy that Unite will march into Ed’s suite with a shopping list. They’re just happy Miliband Major didn’t grab the crown. Tony Woodley will be happy with that. One for his legacy.

Now they’ve got his way, Woodley and Kinnock should now gracefully step back from the rolling news two ways and let him be the leader of the NEW generation.

So on to the tortuous hell that is the leader’s speech.

16 years ago Ed would be toiling over Gordon’s.

Now he’s on his own.

Expect his aides to be trolling the bars with that age old conference mantra.

“Got any jokes?”