How Gordon 手配中の，お尋ね者 the brains behind Dove beauty-製品 adverts to 上げる HIS image

By Simon Walters, Mail on Sunday Political Editor
Updated: 01:28 BST, 8 June 2008

Gordon Brown was left red-fa ced last night after one of Britain's 最高の，を越す advertising 会社／堅いs turned 負かす／撃墜する a £75,000 申し込む／申し出 from No10 to 改善する the 総理大臣's image.

Ogilvy UK, one of Britain's 主要な advertising companies, 拒絶するd an approach by 負かす／撃墜するing Street to make Mr Brown more attractive because it did not want to upset its other brands - which 含む Dove beauty 製品s, Omo soap 砕く, Ford cars and American 表明する.

The 無視する，冷たく断わる （機の）カム after a 上級の Ogilvy (n)役員／(a)執行力のある, Paul Eden, had a secret 会合 at 負かす／撃墜するing Street a week ago with one of Mr Brown's new 新採用するs from the advertising world, his director of political 戦略 David Muir.

Glamorous: Girls in a Dove advert, one of the brands on the 調書をとる／予約するs of Oglivy UK

Mr Muir, who worked for Ogilvy UK and subsequently its parent company, advertising 巨大（な） WPP, until he moved to No10 earlier this year, asked Mr Eden to carry out new 焦点（を合わせる）-group 研究 for Mr Brown.

The 目的（とする） was to find out why Mr Brown and his 政策s were 証明するing so 人気がない with 投票者s and to 改善する his 記録，記録的な／記録する low ratings.

Ogilvy UK is owned by the American-based company Ogilvy & Mather 世界的な, which 扱うs publicity for celebrities 含むing Brad Pitt, Ben Affleck, Reese Witherspoon and Bridget Jones 星／主役にする Renee Zellweger.

It also owns the OgilvyOne marketing 機関 whose brands 含む Omo, Persil, Sunsilk shampoo, Flora and Vaseline.

Mr Eden is one of the advertising whizzkids credited for new 焦点（を合わせる）-group methods using 'field brand 革新', known in the 貿易（する） as 連邦検察局. It 伴う／関わるs new techniques 含むing 'embedding' 研究員s in 住宅 広い地所s and even people's homes to find out why they buy 確かな goods.

専門家s say the technique can produce markedly different and much more 正確な results than 従来の 調査するs. The idea of using such methods to work out why people like or dislike a political leader has not been tried before.

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Mr Eden recently 述べるd the 利益s of using the 連邦検察局 method, 説: 'It's not a question of getting different results to more 伝統的な forms of 研究, it's about getting more of what you want and better 質 of （警察などへの）密告，告訴（状）. It's also a good way of 取り組むing 極度の慎重さを要する 問題／発行するs.'

Slipping image: Brown wants to know why people don't warm to him

The Ogilvy 会合 at No10 follows growing 批評 of Mr Brown's 現在の 世論調査員, Deborah Mattinson, who is 非難するd for failing to give him （疑いを）晴らす advice.

'負かす／撃墜するing Street feels that Ms Mattinson is good at 詳細（に述べる）d 人物／姿／数字s but has not produced a （疑いを）晴らす picture or image of what the PM is trying to 達成する,' said a source. 'They want to find out what it is that the 政府 is doing that people don't like and in particular why people have not warmed to the PM. They are alarmed by the 落ちる in his ratings and know time is running out to get 支援する on 跡をつける for the General 選挙.

'Ogilvy felt it was not a good time to get 伴う／関わるd 政治上 - and the money was small beer to them.'

The 公表，暴露 that Mr Brown is trying to 調印する up a new advertising 機関 would appear to 飛行機で行く in the 直面する of his 誓約（する） to abandon the 'spin-obsessed' style of Tony Blair.

In the past six months Mr Brown has spent more than a third of a million 続けざまに猛撃するs 新採用するing a small army of 助言者s from the advertising and マスコミ world to 改善する his image.

He 調印するd up Brunswick PR 会社／堅い boss Stephen Carter as his new No10 長，指導者 of staff. He was joined by Mr Muir from WPP, Nick Stace from 消費者 magazine Which?, ex-無線で通信する 駅／配置する boss 示す Flanagan to run the No10 website and former BBC 生産者 Nicola Burdett to organise Mr Brown's photo 適切な時期s.

Explaining why Ogilvy UK had turned 負かす／撃墜する the approach by Mr Brown, company chairman Gary Leih said last night: 'It is Ogilvy's 政策 not to work with 政党s or 政治家，政治屋s because it divides the （弁護士の）依頼人 base.'

労働 sources say Mr Muir 計画（する）s to ask other advertising 会社／堅いs to 企て，努力，提案 to carry out the 研究, which will be paid for by the 労働 Party, not the taxpayers.