Was it Messina’s data-focused approach that won the day, or was it down to the personality of David Cameron vs. Ed Miliband? ‘All elections are always about the candidates and we had the better leader,’ he says. ‘We had a leader with a clear agenda who had taken very difficult steps and the economy was benefiting from that.’
But Messina does not have many positive things to say about Labour’s messaging either. ‘To this day I can’t tell you what Labour’s message was other than I guess we don’t like the Tories. But until the famous Ed Rock or Ed Stone, you sort of had no idea what they were running on and when you are trying to do that five days before, you’re in deep, deep trouble.’
The research conducted by Crosby backed up his polling on the Tories’ message of economic stability. ‘CTF were saying it and then people on the doors were hearing it is that people believed that Cameron had taken tough steps, things were starting to get better and that Miliband wasn’t offering anything new and that combination made it very, very difficult for them to win.’
NZ Labour’s message seems also to be mainly we don’t like National, and no new policies.
Could he seem himself returning to Conservative HQ in future? ‘I would love to, I really believe in Prime Minister Cameron and I adore his team, I think Andrew Feldman and Lynton, those guys are all some of the better people I have worked with so it would be an honour to work with them again.’
What about working for say Boris Johnson, if he is leading the Tories in 2020? ‘Well we’re only three days after the last one! I think I’m going to go to sleep for a couple of weeks.’
Interesting that a Democrat would work the Conservatives. I understand it was mainly because of his admiration for David Cameron.