Britain’s ailing Conservative Party plans to revamp its media and research activities, to which end it has appointed a new communications chief.

The party has hired Paul Beaverstock – whose credits include standing unsuccessfully as Conservative candidate for Huddersfield in the 2001 election – as director of strategic communications. His marketing credentials were unstated.

After nearly six years in opposition, the Conservatives are desperate to connect with both the electorate and its own members.

Beaverstock, who says the party’s core values remain “incredibly strong” despite a turbulent few years, is said to be planning experiments with psychological techniques employed in the US to evaluate voter behaviour.

Data sourced from:; additional content by WARC staff