Derek Draper - Assistant to Peter Mandelson 1992-1995 - The philosophy of the campaign is let's concentrate on swing voters let's focus group them to find out what they want and what will appeal to them and let's just relentlessly push those things in the election. Philip Gould was crucial because he gave the 'raw material' if you like for these politicians to do this kind of politics, in that when he came up with stuff they'd follow it, pretty much without exception. Blair himself would pour over these sort of twelve page memos and say well this is what we must do. Groups of eight people you know dinking wine and eating Cheerios what they thought determined effectively everything that the labor party did.