Son of Saatchi; Maurice and Josephine's Boy Is on Course to Be the British Mark Zuckerberg but Just for Now, He Tells Rosamund Urwin, He Has a More Pressing Objective: Barack Obama's Re-Election

The Evening Standard (London, England), October 19, 2011 | Go to article overview

Son of Saatchi; Maurice and Josephine's Boy Is on Course to Be the British Mark Zuckerberg but Just for Now, He Tells Rosamund Urwin, He Has a More Pressing Objective: Barack Obama's Re-Election


Byline: Rosamund Urwin

DWARD Saatchi is Obamaobsessed.

EThe son of advertising mogul and Conservative peer Maurice says he has almost no interest in British politics but became so enamoured of the then Senator four years ago that he flew to the US to help with the presidential campaign, despite being a UK national and halfway through a masters at the Sorbonne.

"I was completely crazy about him and still am," he says. "[Obama gives] the impression of someone who is not needy or hungry for attention. There is no burning anxiety, as every other politician I have met has had."

That the 26-year-old has a bevvy of politicians to compare the US President with is testament to the elite circle his parents moved in. In 1970, Maurice and his elder brother Charles founded Saatchi & Saatchi, a firm which was made synonymous with Thatcherism by its celebrated "Labour isn't working" poster for the 1979 election campaign. Saatchi & Saatchi later became the embodiment of the Eighties advertising boom. Maurice was elevated to the peerage in 1996 and, as joint chairman of the Conservatives, ran the party's general election campaign six years ago.

Maurice and his wife -- the late author and poetry promoter Josephine Hart -- also had friends in the worlds of literature and academia. But Edward is blase about those scoring invites to the Saatchi family homes, a Mayfair pad, a mock Tudor castle in Sussex and a villa in the South of France: "You don't notice it as a kid. They are just people who are putting you on their shoulders or running around with you."

Obama, by contrast, remains an inspiration. In fact, Saatchi, who hopes to become Britain's answer to Facebook's Mark Zuckerberg, owes his technology start-up, NationalField, to the President.

While working on the campaign, he met Justin Lewis, a "computer brain", and Aharon Wasserman, an "expert in design". Together, the trio created a website which allowed their fellow campaigners to understand what everyone else was working on.

"It was just to solve our own problems," Saatchi explains. "You have a huge organisation and it's growing -- it is very tough to see how everyone was connected and all the work people were doing." When President Obama was elected and the volunteers disbanded, their former co-workers went back to their companies and wanted to take the NationalField technology with them. They suggested the trio turn their campaign tool into a business.

NationalField is Facebook minus the faff: a social networking site which businesses might actually want their staff to use. Designed for organisations, it enables users to share data swiftly and bosses to receive feedback: one of its most popular functions allows junior staff to flag up their achievements to their seniors while also raising a concern or criticism. The most high-profile user imaginable is still a devotee: "It becomes really addictive, so President Obama uses it with [his daughters] Sasha and Malia -- he calls it roses and thorns -- and with his cabinet too."

It looks, he admits, "exactly like Facebook" and Facebook founder Chris Hughes is on its board. The intention is to ape what people use in their private lives for professional life: "Why should people have to learn a new system?" With his ginger afro, Saatchi Jnr looks like Mick Hucknall crossed with Sideways actor Paul Giamatti with a dash of The Simpson's Sideshow Bob thrown in. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Son of Saatchi; Maurice and Josephine's Boy Is on Course to Be the British Mark Zuckerberg but Just for Now, He Tells Rosamund Urwin, He Has a More Pressing Objective: Barack Obama's Re-Election
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.