"[8] For her first 1979 victory, he developed the strategy for the 'Labour Isn't Working' campaign, created by Saatchi creative director Jeremy Sinclair[5] and Bell advised the future Prime Minister on interview techniques, clothing, and even hairstyle choices.

The Bell Pottinger Communications agency distributed a photograph showing a hairless Litvinenko in his hospital bed.

[14] In December 2006, Lord Bell successfully lobbied on behalf of the Saudi government to discontinue the Serious Fraud Office investigation into alleged bribes in the Al Yamamah arms deal.

[17] In late 2011, Bell's lobbying interests were investigated by the Bureau of Investigative Journalism for The Independent newspaper which reported claims that the company attempts to interfere with Google results to "drown" out coverage of human rights abuses, that his employees had altered English Wikipedia entries to create a better impression of clients and had easy access (via former Conservative MP Tim Collins) to the Cameron government and others overseas.

[21] Tony Walford, partner at Green Square stated, "Perhaps not coincidentally, Sans Frontières was the original name of the public relations firm he set up before it was renamed Bell Pottinger; it was also the name of the unit that handled the firm's controversial lobbying and consultancy work for the governments of countries such as Belarus and Sri Lanka.

"[22] A "leading PR figure" told The Times that his resignation from his own agency didn't come as a surprise, saying: "Ultimately, he did not fit with the kind of corporate image Bell Pottinger wanted to project", in the end.

"[22] In January 2017, the Huffington Post reported that Johann Rupert, CEO of Remgro and Richemont, ended an 18-year-old contract with Bell Pottinger due to their 'concerted effort on social and other media to discredit him'.

[26] The PRCA expelled Bell Pottinger for at least five years from September 2017 for inflaming racial tensions in South Africa.

The PRCA found Bell Pottinger guilty of four breaches of its code of conduct and dispensed its toughest possible punishment.

PRCA director-general, Francis Ingham told the Financial Times, "This is the most blatant instance of unethical PR practice I’ve ever seen.

"[27] During a live Newsnight interview on 4 September 2017, Lord Bell mentioned that he was the most senior director at the several hour long initial meeting with the Guptas.

Wark then read Bell his own email, dated 26 January 2016, stating, "The trip was a great success and we will put forward a deal whereby we will earn £100,000 per month plus costs and I will oversee this and make further reports."

[29] The Daily Express's take was, "Lord Bell was left red-faced after his phone rang twice while he was live on air during a Newsnight interview.".

CEO James Henderson used Bell's absence to ensure the account was run exclusively by his financial PR Team, under Victoria Geoghegan.