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Messages from the archive of Rutherford Hall, critical communications strategist
WhatsApp to Stephen: How was the meeting with Adidas?
WhatsApp to Stephen: Yes I can see how Rishi Sunak, Keir Starmer and Nigel Farage all being photographed wearing your trainers might be brand damage. It’s the kind of publicity Nike just can’t buy.
WhatsApp to Stephen: Well if they really want to put our politicians off we could play up the company’s Nazi past.
WhatsApp to Stephen: Obviously I’m kidding. But is this really such a problem. No one pays attention to politics and anyway it’s easily fixed with a few shots of fashionable people wearing them. Who cares about the British PM when a global figure like that bloke from Love Island wore them outside a nightclub? A dozen young celebs and it’s job done.
WhatsApp to Stephen: Not Kanye though.
WhatsApp to Stephen: They could also spin it. Present all the politicians with a new pair as they run for election. Make it into a joke. “So great even your dad will want to wear them.” Or maybe just ignore it.
WhatsApp to Stephen: Speaking of flashy trainers, I was at a dinner with three very high net worth types — all foreign of course — and all they could talk about were new non-domiciles’ tax regimes. Both Labour and the Tories are promising a crackdown but the Labour one has really spooked them as it goes after their trusts and whacks them with inheritance tax. Apparently the City is facing the greatest emptying since 28 Days Later.
From: Rutherford@monkwellstrategy.com
To: Don@JohnGalt.net
Hi Don, Were happy to help. I like your ideas about appealing to people’s sense of fairness but, truthfully, I don’t think this is a public sympathy play. Political parties are not worried about a voter backlash over very rich foreigners paying more tax, even if the plans are absurdly simplistic. It needs to be sold as a threat to the economy. I’ll speak to Henrik and Rohan too and work up a plan.
BTW that bike behind you wasn’t a Lamborghini Impec was it? Sweet.
Best Rutherford
Find me on Strava, KoM Sydenham Hill, PR Al Jubailah/Bawdah Loop — 42 mins
WhatsApp to RichDon: You bastard. You stole my King of the Mountain title. Challenge accepted.
From: Rutherford@monkwellstrategy.com
To: Rohan@Ragnar.net.uk; Henrik@Ragnar.net.uk
Hi guys, we see this as about the damage to the UK’s competitiveness and appeal to international money. These are globally mobile people who can live anywhere and could walk away if this is pushed too far, taking their money, jobs and investment with them. Our first job is playing up the threat that people will leave Britain, taking money and jobs with them. Can you find some names of people talking about leaving?
Best, Rutherford
Find me on Strava, PR Al Jubailah/Bawdah Loop — 42 mins
WhatsApp to RichRohan: Bloody hell, not you too. That was 25 seconds faster than me.
WhatsApp to RichHenrik: Bad luck. Stick to the Peloton.
WhatsApp to Stephen: Will call later, firstly got to take down these ultra-competitive hedgies trying to steal my cycle crown. Beating them is the only language they understand.
WhatsApp to RichDon and RichRohan: [Screenshot] When you come at the king . . .
WhatsApp to Stephen: WFH today. Can barely move.
From: Rutherford@Monkwellstrategy.com
To: Richlist
Honestly, we cannot mobilise public sympathy. No one feels even slightly sorry for you. There is no sob story that begins “Don is now down to his last townhouse in Kensington”. But there is a play that worries politicians, especially Labour ones, if it looks like they don’t understand business.
If we can’t get people to go public with threats to leave, we need investment advisers talking about how many of their clients are already planning their exit, and relocating to Ireland or Italy or Switzerland. They’ll be happy to help, since it’s their business walking out the door.
But nothing will change before the election. Both sides need the revenue this won’t actually raise to make their sums look like they add up. Our goal is to work below the radar for change afterwards. We have good contacts in Labour and we’ll push for a further Treasury consultation and review of the likely impact. We can also commission outside research to show it won’t make as much as they think because people will leave. Goal one is to get them to revert to the Tory plan, which was their original idea before Jeremy Hunt stole it and stopped saying it threatened UK competitiveness.
This is a slow burn but, as with cycling, those who show early often fade early. Speaking of which, maybe stick to running. I know a guy at Adidas if you need some Sambas!
Best Rutherford
Find me on Strava, still KoM Sydenham Hill . . .
Messages recovered by Robert Shrimsley
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