"It's a question of who has the better argument" - Lord Saatchi says David Cameron must convey what Conservative Party stands for

Lord Maurice Saatchi, arguably best known for or his work with the Conservative Party under Lady Margaret Thatcher, has warned David Cameron that in order for the party to win the next election it must convey its motives or face a battle over who has the best argument.

Appearing on The Andrew Marr Show to discuss his new new book, ‘Brutal Simplicity of Thought’, Saatchi, famous for the creation of the ‘Labour Isn't Working’ advert in the 80’s, was asked what advice he would give the Conservative Party today.

“What the Conservative Party is going to have to do is to give people its true motives. What it is that it’s trying to do. That’s rather different from a list of achievements or a list of intentions. It’s what the whole thing is about. David Cameron is in a very good position to do that.”

He said that the Conservative Party under Thatcher stood for ‘freedom’, a stance that is “not as easy today” for Cameron.

Saatchi continued: “If that can’t be resolved then it will be a continuing problem. One has to see general elections as a continuing battle, therefore you have to be the one with the best arguments, there is no other way. It is not a question of who communicates better, that’s mythology. It’s a question of who has the better argument and this time that is what they are going to have to do.”

Asked about the recent divorce of his brother Charles from chef Nigella Lawson, after he was photographed with his hand around her throat, Saatchi responded by claiming that no one really knew what happened between the two.

“It’s impossible for anyone, even the best friends and relations of the people involved to really know what happens between a man and a woman…when someone installs CCTV in people’s bedrooms, then we may have an answer, but until then, we don’t know.”

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