The firm began with his purchase of a shell company, Wire and Plastic Products, with money borrowed against shares in Saatchi &Saatchi, the advertising agency where he was finance director.

Often mistaken for a mere public-relations specialist (he once worked for Saatchi &Saatchi, an advertising firm), he in fact has huge power over Tory policy and philosophy too.

Also, companies like WPP and Publicis Groupe, which owns Saatchi & Saatchi, have been expanding their capabilities in digital marketing and other areas outside traditional advertising.