jan 1, 1996 - 1996: Bell advises Boris Yeltstin ahead of Russia election
Description:
What happened?
In the months before the election, Yeltsin’s popularity was at an all time low of just 3 percent, with Communist opponent Gennady Zyuganov making rapid gains. Fearing a return to communism, the oligarchs chose to back Yeltsin’s campaign financially to protect their wealth.
Anatoly Chubais, deputy prime minister for economic and financial reform, headed the campaign.
How was Bell Pottinger involved?
Reports began emerging in April 1996 that Yeltsin had “drafted in” Lord Bell for advice.
A Sydney Morning Herald article from the time read: “Colleagues at Lowe Bell, his firm in London, said he had established ‘an arm's length’ relationship with Mr Yeltsin's campaign team and was giving ‘some advice’ in the run-up to the June poll.”
Key messages
A key message of the campaign was that a Zyuganov win would send the country back to the dark days of Communism.
One TV ad as described by the New York Times:
“A sad-eyed veteran looks straight into the camera and says wistfully, "I just want my children and grandchildren to finally savor the fruits of the victory we fought for and that they didn't let us enjoy."
With his popularity extremely low, the campaign tried to humanise Yeltsin with the slogan, “I believe. I love. I hope. Boris Yeltsin."
According to PR Week, Bell was also thought to have masterminded a TV special in which Yeltsin’s wife revealed details of their home life.
Added to timeline:
Bell
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