"after just one week as leader, Key had visited Australia and sought a meeting with Brash’s most controversial advisers, the Australian political strategists and pollsters Crosby/Textor. [pictured] He signed them up to work for him, not just on the coming election campaign, but immediately as his personal advisors on image, presentation and tactics. Key’s “natural” image, which had been complimented in the media… spin doctors [Don] Brash had used"
"in Australia, Britain and New Zealand, they had become notorious for a negative style of political campaigning that includes using public fear and prejudice to whip up support for their clients. I mentioned examples of their role in election campaigns that focused on hostility towards minorities, such as refugees and gypsies; and the way they use focus groups to probe for potential fears and prejudices that can be reinforced and exploited politically."