The downfall of the "Remain" campaign during Brexit was due to its inability to understand the electorate, according to the advertising chief enlisted to run the campaign.
M&C Saatchi's worldwide chief executive, Moray MacLennan told CNBC in the latest episode of Life Hacks Live, how M&C Saatchi's unsuccessful Remain campaign struggled to grasp what the British people were really thinking about.
"Everyone thought it was about leaving the European Union. I'm not sure it was. It wasn't about that. It was about something else."
"I could make excuses about the 'Remain' campaign. But us together with lots of other people didn't actually have a deep accurate insight into what was going on inside people's heads," added MacLennan.