Along with Ian Wrigglesworth he was credited with masterminding the party's successful launch. He quickly became known for his aggressive loyalty to David Owen and obduracy in the seat negotiations with the Liberals. Roy Jenkins referred to him as the "pint-sized Pavarotti". He sought re-election in 1983, but could only come a strong third place with 27% of the vote. Labour's Nick Brown won with a majority of over 7,000. He tried again in Exeter in 1987 and came second. After the merger of the SDP into the Liberal Democrats, he set up his own public relations firm.