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Secretary of State Liz Truss hires an ‘Instagram guru’ to project her image on social media

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Secretary of State Liz Truss hires an ‘Instagram guru’ to project her image on social media – and fight rival Rishi Sunak’s slick online efforts

  • Ms Truss asked permission from No. 10 to add ‘Digital Media Special Adviser’
  • Cass Horowitz is credited with overhauling Chancellor’s digital profile
  • Rishi Sunak is the only other minister to employ an image expert










Secretary of State Liz Truss is recruiting an “Instagram guru” to project her image on social media — and fight the slick online efforts of leadership rival Rishi Sunak.

Ms. Truss, who is already an enthusiastic poster of personal photos on the photo and video sharing app, has asked No. 10 for permission to add a “dedicated digital media consultant” to her team.

Mr Sunak is the only other minister who employs an image expert.

Secretary of State Liz Truss recruits an ‘Instagram guru’ to project her image on social media – and fight the slick online efforts of leadership rival Rishi Sunak

Cass Horowitz, co-founder of The Clerkenwell Brothers, a creative studio specializing in “strategy, identity, advertising and social,” has been credited with overhauling the Chancellor’s digital profile and setting up the “dishy Rishi” campaign. Brand.

Mr. Horowitz, the son of author Anthony Horowitz, has replaced grainy head-and-shoulders with stylized photoshoots, glossy infographics and Hollywood-style videos, like the Chancellor’s recent film that hailed the success of the furlough scheme, set on a dramatic orchestral score.

Non-traditional media such as Glamor magazine and the LadBible website were also chosen for interviews.

Ms. Truss, who is already an enthusiastic poster of personal photos on the photo and video sharing app, has requested permission from No. 10 to add a 'dedicated digital media consultant' to her team

Ms. Truss, who is already an enthusiastic poster of personal photos on the photo and video sharing app, has requested permission from No. 10 to add a ‘dedicated digital media consultant’ to her team

It comes against a backdrop of indiscriminate jockeying for the role of Boris Johnson’s heir apparent.

The promotion of Ms Truss to Secretary of State in the recent reshuffle has confirmed her status as a favorite of Tory members to succeed Mr Johnson as party leader.

Her Instagram offerings range from Thatcher-esque images of her taking to the world stage to photos of cakes she’s baked.

The chancellor dropped from second to fifth in the latest monthly membership poll by the website ConservativeHome.

Sunak is still favored by the wider electorate, but it is the Tory members who will ultimately decide his fate.

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