ABSTRACT
M&C Saatchi began work on a strategy to re-elect the Conservatives in January 1996. We were immediately confronted with a fundamental dilemma: the vast chasm between image and reality. The economic realities were good: a fantastic economy which, on paper, represented the best record of any government seeking re-election for generations. The political image, however was bad: 'sleaze', 'disunity', 'time for a change'.
