Lynton Crosby, who ran Boris Johnson's 2008 and 2012 election campaigns. Illustration: Dan Murrell/New Statesman
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Lynton Crosby, David Cameron and the old dog whistle test

David Cameron and George Osborne agree with Boris Johnson on one thing at least: the Tories should pay Lynton Crosby “whatever he wants” to become their election strategist. So what is it about this rough-tongued Australian that so appeals to them?

It is not hard to imagine the torrent of disparaging comment that will break over the Tories if they put Lynton Crosby in charge of their 2015 election campaign. Many on the left would take the appointment of this rough-tongued Australian as proof that the Conservatives had “lurched to the right”. Crosby’s willingness to campaign on the issue of immigration, seen in elections he has run in both Australia and the UK, would be cited as proof of a disreputable urge to play the race card. Placing him in charge of the Tory machine would be treated as confirmation of a general coarsening, with the leadership adopting a narrow, retrograde and ultimately hopeless strategy of appealing to white-van man.

Nor is Crosby without his critics on the right. Peter Oborne, writing in the Sunday Telegraph, lamented that even though his appointment seems “almost inevitable”, it “would also mean a terrible defeat for everything that Cameron has stood for”, amount to “a public recantation” of the more generous approach adopted by the Conservatives after their general election defeat in 2005, and look “deeply inauthentic”.

Yet one might say the trouble with the whole Cameroon project is that it has seemed inauthentic. The manner of its leading exponents has often been so tentative as to suggest that even they do not really believe in what they are doing. This problem was exposed with embarrassing clarity during the 2010 general election campaign, which appeared to be based on the premise that David Cameron is a nicer man than Gordon Brown. As soon as Nick Clegg looked, on first gaining access to the nation’s living rooms through the leadership debates, as if he, too, might be nicer than Brown, the Tories were in trouble. They had no idea what they wanted to say. Veterans of that campaign recount with a shudder how, if in the space of a few days you’d asked four members of the Tory high command – George Osborne, Steve Hilton, Ed Llewellyn and Andy Coulson – to tell you the theme of the campaign, you’d have got four different answers.

Cameron and Osborne know that if they allow such a debacle to recur in 2015, their political careers will most likely be over. They are therefore desperate to obtain Crosby’s services, even though he worked with Michael Howard on the 2005 campaign, which ended in failure.

Ferocious discipline

So who is this highly prized but, to the wider public, still largely unknown Australian? He was born in 1957 in Kadina, South Australia, the youngest of a cereal farmer’s three children. Farming did not attract the young Crosby. He took a degree in economics from the University of Adelaide and, after standing once unsuccessfully for election in his own right, began work for Australia’s main right-wing party, the Liberals, in Queensland, where he swiftly rose through the ranks. His métier turned out to be winning elections for other people rather than himself. He is a witty, foul-mouthed, workaholic election addict, with deep insights into political strategy and a ruthless eye for the other side’s vulnerabilities: he likes nothing better than to peel voters away from opponents by forcing them to defend positions that will be unpopular with their own supporters. His appearance may be that of a nondescript man in his mid-fifties, but his talents have made him one of the most successful behind-the-scenes political operators of recent times. John Howard, who as Liberal Party leader won four successive general election victories in the period 1996- 2004, did so with Crosby at his side as his campaign manager.

If Crosby is to come and work again for the Tories, he wants to be paid a huge sum of money, to compensate him for the lucrative lobbying work he would otherwise be doing. He also insists on complete control of the campaign, including the polling that will help to inform it. This would have to be transferred from Populus – the company co-founded in 2003 by Andrew Cooper, Cameron’s present head of strategy – to Crosby|Textor, the company set up in 2002 by Crosby and his business partner Mark Textor. My expectation is that these demands will be met, which will dismay some of those who believe they are already doing perfectly good work for the Tories.

Michael Ashcroft, who used polling by Populus for Smell the Coffee, his study of what went wrong with the Tory campaign in 2005, has recently used the Conservative Home website, whose parent company  he owns, to declare: “I believe it would be a mistake to hire Lynton Crosby . . . I do not think he is needed and would become a distracting influence.”

Crosby could still refuse to work for the Tories. He has been known to say he is not going to rejoin the team, but my guess is that when it comes to it he will be unable to resist the temptation. Would this be the disaster that some so confidently predict? Nobody can know for sure how a campaign will turn out, but it would be foolish to count on Crosby getting things wrong. In the autumn of 2007, Boris Johnson’s first attempt to become Mayor of London was floundering, with critics suggesting that his eagerness to tell jokes betrayed a flippant amateurism that made him unfit to run a capital city. Osborne prevailed on Johnson to let Crosby take charge of his campaign.

The jokes ceased. For journalists covering the contest, this was an unwelcome development. We found ourselves cut off from our most reliable source of colour. For months at a time, it was impossible to get near Johnson. Crosby was subjecting him and the rest of the Tory team to the kind of ferocious discipline that used to be inflicted on languid recruits at the Guards Depot at Pirbright.

Johnson’s most recent biographer, Sonia Purnell, relates how, at his first dinner with Crosby, the candidate was told: “If you let us down, we’ll cut your fucking knees off.”
Before writing this piece I asked Johnson what it had been like having his campaign run by Crosby. He was “an absolutely brilliant campaign manager”, Johnson said. “I’ve never known anyone so good at motivating a campaign.” He had “a thing called the pink cardigan”, and “all these hordes of young people working for him”. At the end of each day, he would throw the pink cardigan to someone who had “monstered the Labour Party or done something particularly distinguished”.

Johnson recalled how, one evening, “I tottered to the end of a gruelling encounter with some Tory London councillors. I tried feebly to motivate them on various themes, and I was leaving them at about 9.30 at night, feeling rather wan about things, and I got a text from Lynton which said: ‘Crap speech, mate.’”

There is a bracing realism to Crosby’s style. He does not seek to evade inconvenient truths with English politeness. But I put it to Johnson that it was a pity Crosby had forced him to stop telling jokes. “This is all hysterical nonsense,” he said. “The awful truth is that the electorate won’t take you seriously unless you take yourself seriously. If you don’t take yourself seriously they don’t think you’re taking them seriously.”

Londoners reckoned Johnson was serious enough to elect as their mayor in 2008, and to re-elect for a second term in May this year when Labour had been well ahead in the polls. Some of the credit for turning Johnson into a professional belongs to Crosby, though Labour prefers to place all the blame for defeat on its candidate, Ken Livingstone.

Blow your own foghorn

Johnson told me the Tories should do “whatever it takes” to hire Crosby to run the 2015 campaign: “Push the boat out, break the piggy bank, kill the fatted calf.” One cannot help being struck by this rare example of Johnson agreeing with something that Cameron and Osborne want to do. The appointment would be popular on the Tory back benches, which assume Crosby would treat the Liberal Democrats far more roughly than Cameron has done. In the mayoral elections, he proved expert at harvesting Lib Dem votes for Johnson.

But what about Crosby’s first campaign for the Tories in the general election of 2005? To begin with, things went well. On 26 March 2005, Andrew Grice, in the Independent, wrote of Crosby: “Since the pre-election campaign began in January, he has helped the Tories to set the political agenda for a sustained period for the first time since Black Wednesday in 1992. He is credited with turning a rusty party machine into the Rolls-Royce it was in Margaret Thatcher’s heyday.”

But in his book The End of the Party, Andrew Rawnsley gives the liberal intelligentsia’s view of what happened next: “After a slick start that worried Labour, the heavy emphasis the Tories put on immigration made them look opportunistic, monomaniac and unattractive to centrist and floating voters. In a well-timed speech in Dover [delivered on 22 April 2005, Tony] Blair charged his opponents with seeking ‘to exploit people’s fears’ and skilfully punctured Howard’s posturing on the issue. ‘The Tory party have gone from being a One Nation party to being a one-issue party.’”

Michael Howard won 33 more seats than the Conservatives had got at the previous general election, but only 0.7 per cent more of the vote. He managed to scandalise the intelligentsia without gaining large new support from Labour voters who were indeed worried about immigration. Crosby denied after the campaign that he had used a “dog whistle” to send surreptitious messages: “It was more like a foghorn.” Whatever instrument it was, few voters obeyed its instructions.

Rupert Darwall, a former adviser to the chancellor Norman Lamont who worked for Crosby during that year, said the campaign “didn’t come off because the Conservatives didn’t have an economic policy”. There was a boom, and Gordon Brown’s reputation as chancellor was still intact. Like Johnson, however,
Darwall has the highest respect for Crosby. “I’ve never come across such a good manager,” he told me. “He inspires the people working for him. He selects people he trusts and he doesn’t micromanage. The irredeemable sin is screwing up and not telling him.”

On being asked what economic policy Crosby would wish to pursue in the 2015 campaign, Darwall said: “He would reconfirm the view that getting control of borrowing is crucial. Normal people don’t buy the Keynesian thing that to get borrowing down you have to borrow more. Ed Miliband and Ed Balls would have a very hard time. I think Lynton Crosby would be a nightmare for Miliband.”

When I protested that commending deficit reduction for month after month with workaholic discipline sounded dull, Darwall replied: “It is disappointing for the media. It is not disappointing for the people who work in the campaign.”

Crosby’s partner Mark Textor has expressed their contempt for much of what appears in the media. Writing in the Sydney Morning Herald this summer, he argued: “Most is borderline trivial, certainly irrelevant. But that has never discouraged the commentators.”

One of John Howard’s strengths, in the victorious campaigns he waged with Crosby’s assistance, was his ability to say things that antagonised the Australian intelligentsia but appealed to ordinary Australians. In 1996, Howard defeated the Labor leader Paul Keating, an eloquent figure much admired by the intellectual elite, by appealing instead to core Labor voters who became known as “Howard’s battlers”. Howard carried conviction by choosing what looked like big challenges – a major tax reform, for instance – and sticking with them rather than cutting and running. His opponents will never forgive the ruthless way he exploited the question of immigration in the election of 2001. Howard was not charismatic, but he convinced voters that he had the Australian national interest at heart.

Senior Cameroons hope Crosby can work out how to appeal to the “strivers” identified by the Prime Minister in his speech to the Conservative party conference in Birmingham last month. These Tories recognise that one speech does not constitute a campaign, and are confident that Crosby has the professionalism needed to construct the latter. A close observer compared No 10 to a country house where everyone is very friendly and polite but no one knows who is in charge, nor even whose job it is to do the washing-up.

Almost everyone is fed up with this situation. The Tories want to be told what they need to do to win the next general election, and they think Crosby can tell them.

Crosby naturally refused to talk to me before I wrote this profile. He said he is not running for anything and is sick of being misrepresented by British journalists. I did, however, manage to have an enjoyable and illuminating talk with him last December, when I was updating my biography of Boris Johnson. It was clear that he had a keen understanding of his candidate’s strengths, and of the need to stop Livingstone from turning this year’s mayoral election into a straight Labour-Tory fight. Johnson did not emerge from that campaign as a horrible right-wing extremist, but as a person some Labour voters in London felt comfortable about supporting.

At the end of our conversation, Crosby presented me with a Boris Johnson campaign mug. I remarked that when I got it home, my wife, who is a Labour councillor in London, might well smash it. He thereupon gave me a Boris Johnson umbrella, saying as he did so: “This’ll really piss her off.”

Here is a man who delights in provoking Labour. The cleverest way to oppose him might be to be very nice about him. I am not sure he would know how to deal with that.

Andrew Gimson is the author of “Boris: the Rise of Boris Johnson” (Simon & Schuster, £7.99)

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Geoffrey Howe dies, aged 88

Howe was Margaret Thatcher's longest serving Cabinet minister – and the man credited with precipitating her downfall.

The former Conservative chancellor Lord Howe, a key figure in the Thatcher government, has died of a suspected heart attack, his family has said. He was 88.

Geoffrey Howe was the longest-serving member of Margaret Thatcher's Cabinet, playing a key role in both her government and her downfall. Born in Port Talbot in 1926, he began his career as a lawyer, and was first elected to parliament in 1964, but lost his seat just 18 months later.

Returning as MP for Reigate in the Conservative election victory of 1970, he served in the government of Edward Heath, first as Solicitor General for England & Wales, then as a Minister of State for Trade. When Margaret Thatcher became opposition leader in 1975, she named Howe as her shadow chancellor.

He retained this brief when the party returned to government in 1979. In the controversial budget of 1981, he outlined a radical monetarist programme, abandoning then-mainstream economic thinking by attempting to rapidly tackle the deficit at a time of recession and unemployment. Following the 1983 election, he was appointed as foreign secretary, in which post he negotiated the return of Hong Kong to China.

In 1989, Thatcher demoted Howe to the position of leader of the house and deputy prime minister. And on 1 November 1990, following disagreements over Britain's relationship with Europe, he resigned from the Cabinet altogether. 

Twelve days later, in a powerful speech explaining his resignation, he attacked the prime minister's attitude to Brussels, and called on his former colleagues to "consider their own response to the tragic conflict of loyalties with which I have myself wrestled for perhaps too long".

Labour Chancellor Denis Healey once described an attack from Howe as "like being savaged by a dead sheep" - but his resignation speech is widely credited for triggering the process that led to Thatcher's downfall. Nine days later, her premiership was over.

Howe retired from the Commons in 1992, and was made a life peer as Baron Howe of Aberavon. He later said that his resignation speech "was not intended as a challenge, it was intended as a way of summarising the importance of Europe". 

Nonetheless, he added: "I am sure that, without [Thatcher's] resignation, we would not have won the 1992 election... If there had been a Labour government from 1992 onwards, New Labour would never have been born."

Jonn Elledge is the editor of the New Statesman's sister site CityMetric. He is on Twitter, far too much, as @JonnElledge.

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What Jeremy Corbyn can learn from Orwell

Corbyn’s ideas may echo George Orwell’s – but they’d need Orwell’s Britain to work. It’s time Corbyn accepted the British as they are today.

All Labour Party leaderships since 1900 have offered themselves as “new”, but Tony Blair’s succession in 1994 triggered a break with the past so ruthless that the Labour leadership virtually declared war on the party. Now it is party members’ turn and they, for now at any rate, think that real Labour is Jeremy.

To Keir Hardie, real Labour had been a trade union lobby expounding Fellowship. To the Webbs, real Labour was “common ownership” by the best means available. Sidney’s Clause Four (adopted 1918) left open what that might be. In the 1920s, the Christian Socialist R H Tawney stitched Equality into the banner, but during the Depression young intellectuals such as Evan Durbin and Hugh Gaitskell designated Planning as Labour’s modern mission. After the Second World War, Clement Attlee followed the miners (and the London Passenger Transport Board) into Nationalisation. Harold Wilson tried to inject Science and Technology into the mix but everything after that was an attempt to move Labour away from state-regulated markets and in the direction of market-regulated states.

What made the recent leadership contest so alarming was how broken was the intellectual tradition. None of the candidates made anything of a long history of thinking about the relationship between socialism and what the people want. Yvette Cooper wanted to go over the numbers; only they were the wrong numbers. Andy Burnham twisted and turned. Liz Kendall based her bid on two words: “Have me.” Only Jeremy Corbyn seemed to have any kind of Labour narrative to tell and, of course, ever the ­rebel, he was not responsible for any of it. His conference address in Brighton was little more than the notes of a street-corner campaigner to a small crowd.

Given the paucity of thinking, and this being an English party for now, it is only a matter of time before George Orwell is brought in to see how Jeremy measures up. In fact, it’s happened already. Rafael Behr in the Guardian and Nick Cohen in the Spectator both see him as the kind of hard-left intellectual Orwell dreaded, while Charles Cooke in the National Review and Jason Cowley in the New Statesman joined unlikely fashion forces to take a side-look at Jeremy’s dreadful dress sense – to Orwell, a sure sign of a socialist. Cooke thought he looked like a “burned-out geography teacher at a third-rate comprehensive”. Cowley thought he looked like a red-brick university sociology lecturer circa 1978. Fair enough. He does. But there is more. Being a middle-class teetotal vegetarian bicycling socialistic feministic atheistic metropolitan anti-racist republican nice guy, with allotment and “squashily pacifist” leanings to match, clearly puts him in the land of the cranks as described by Orwell in The Road to Wigan Pier (1937) – one of “that dreary tribe of high-minded women and sandal-wearers and bearded fruit-juice drinkers who come flocking towards the smell of ‘progress’ like bluebottles to a dead cat”. And though Corbyn, as “a fully fledged, fully bearded, unabashed socialist” (Huffington Post), might make all true Orwellians twitch, he really made their day when he refused to sing the National Anthem. Orwell cited precisely that (see “The Lion and the Unicorn”, 1941) as an example of the distance between left-wing intellectuals and the people. It seemed that, by standing there, mouth shut, Comrade Corbyn didn’t just cut his wrists, he lay down full length in the coffin and pulled the lid shut.


Trouble is, this line of attack not only misrepresents the Labour leader, it misrepresents Orwell. For the great man was not as unflinchingly straight and true as some people think. It is impossible, for instance, to think of Orwell singing “God Save the King”, because he, too, was one of that “dreary tribe” of London lefties, and even when he joined Labour he remained ever the rebel. As for Corbyn, for a start, he is not badly dressed. He just doesn’t look like Chuka or Tristram. He may look like a threadbare schoolteacher, but Orwell was one twice over. Orwell was never a vegetarian or a teetotaller, but, like Corbyn, neither was he interested in fancy food (or drink), he kept an allotment, drove a motorbike, bicycled, cared about the poor, cared about the environment, loathed the empire, came close to pacifism at one point, and opposed war with Germany well past the time when it was reasonable to do so.

In Orwell’s thinking about socialism, for too long his main reference point was the London Marxist left. Not only did he make speeches in favour of revolutions, he took part in one with a gun in his hand. Orwell was far more interested, as Corbyn has been far more interested, in speaking truth to power than in holding office. His loyalty was to the movement, or at least the idea of the movement, not to MPs or the front bench, which he rarely mentioned. There is nothing in Corbyn’s position that would have shocked Orwell and, should they have met, there’d have been much to talk about: belief in public ownership and non-economic values, confidence in the state’s ability to make life better, progressive taxation, national health, state education, social care, anti-socially useless banking, anti-colonialism and a whole lot of other anti-isms besides. It’s hard to be sure what Orwell’s position would have been on Trident and immigration. Not Corbyn’s, I suspect. He was not as alert to feminism as he might have been but equally, few men try to write novels from a woman’s point of view and all Orwellians recognise that Julia is the dark hero of Nineteen Eighty-Four. In truth they are both austere types, not in it for themselves and not on anyone else’s expense account either. Corbyn won the leadership because this shone through from the very beginning. He came across as unaffected and straightforward – much as Orwell tried to be in his writing.

Except, as powerfully expressed in these pages by John Gray, Corbyn’s politics were made for another world. What sort of world would he need? First off, he’d need a regulated labour market: regulated by the state in partnership with a labour movement sensitive to what people wanted and experienced in trying to provide it. He would also need capital controls, a manufacturing base capable of building the new investment with Keynesian payback, an efficient and motivated Inland Revenue, a widespread public-service ethos that sees the country as an asset, not a market, and an overwhelming democratic mandate to get things done. In other words, Corbyn needs Orwell’s Britain – not this one – and at the very least, if he can’t have that, he needs the freedom to act that the European Commission forbids.

There’s another problem. Orwell did not trust left-wing intellectuals and spent half his life trying to work out their motivations as a class who spoke for the people, went in search of the people, and praised the people, but did not know them or believe in them. True, Corbyn says he wants to be open and inclusive, but we know he can’t possibly mean it when he says it will be the party, not him or the PLP, that will decide policy, just as we knew it couldn’t possibly be true when he said he’d turn PMQs into the People’s Question Time. Jeremy hasn’t changed his mind in forty years, appears to have great difficulty (unlike Tony Benn) in fusing socialism to national identity or experience (Hardie, Ben Okri and Maya Angelou were bolted on to his Brighton speech) and seems to think that not being happy with what you are given somehow captures the historic essence of socialism (rather than its opposite).

Granted, not thinking outside the ­circle is an inherent fault of the sectarian left but some of our most prominent left-wing journalists have it, too. Working-class support for nationalisation? Good. Right answer! Working-class opposition to benefit scroungers and further mass immigration? Bad. Wrong answer! Would you like to try again? In his essay “In Defence of Comrade Zilliacus” (1947) Orwell reckoned that left-wing intellectuals saw only what they wanted to see. For all their talk of representing the people, they hated the masses. “What they are frightened of is the prevailing opinion within their own group . . . there is always an orthodoxy, a parrot-cry . . .”

The game is hard and he may go down in a welter of knives, yet Corbyn still has time. He may go on making the same speech – on the benefits of apple pie to apple growers – but at some point he will have to drop the wish-list and get on the side of the British people as they are, and live with that, and build into it. Only the nation state can even begin to do the things he wants to do. The quicker he gets that, the quicker we can see if the latest incarnation of new Labour has a future.

Robert Colls is the author of “George Orwell: English Rebel” (Oxford University Press)

This article first appeared in the 08 October 2015 issue of the New Statesman, Putin vs Isis