The appointment of M C Saatchi is a sign of panic and lack of substance.

David Cameron’s decision to appoint an ad agency was greeted with standard media ignorance. This agency has none of the staff there that created the original Thatcher campaign. Maurice now spends most of his time gardening, and Charlie likes gokart racing and eating eggs.

As the old gag had it, David Cameron is Balloon Man equipped with a sharp pin. He’s let the Party and the Country down, but mainly he’s let himself down.