Gordon Reece appointed as her publicity director. Reece believed what would determine the outcome of the election was the "Thatcher Factor" - how people would react to the prospect of the first women Prime Minister.
Reece used private OPINION POLLS to test Thatcher's popularity. Polls emphasised the public's dislike of MT's voice. POLLS first time popularity was measured on the personality/facade of the leader rather than party politics. Reece also advised her to wear less 'fussy' patterned clothing.
First time appearance and personality was a major part of the campaign, first 'PRESIDENTIAL' election of its kind in the UK.
Soviet papers labelled her the 'Iron Lady' - Reece ensured her this was a good thing.
SAATCHI & SAATICHI hired as the creative advertising agency for Tory campain. - Produced the infamous poster "LABOUR ISN'T WORKING".