Tory Strategist
Gregg has long been involved in Canadian politics, but decided to travel south of the border to work with master Republican Party pollster Richard Wirthlin and learned much from him. He then returned to Canada in the late 1970s. He first came to national attention as the national campaign secretary of the Progressive Conservative Party of Canada successful effort in the 1979 federal election.
Soon after that campaign, Gregg founded Decima Research, a joint polling/public relations firm. The company became the Conservative party's polling firm, and Gregg played an important role in the 1984 election when the PC Party was led by Brian Mulroney. With the Conservative victory, Decima Research and Gregg entered the halls of power, and he was frequently at Prime Minister Mulroney's side. Decima and Gregg worked for the federal Tories, operated in many provincial elections, and expanded worldwide, participating in over forty-five elections on three continents.
Gregg was an unusual-looking figure in Canadian politics, and especially in the Tory party. He adopted a unique style including gold earrings, bright red shoes, long hair, and a great deal of leather clothing. He founded a record label, The Song Corp., and was co-manager of the Tragically Hip. He also served a five year stint as president of the Toronto International Film Festival.
He rose to greater prominence in the 1988 election where he handled communications and polling for the PC Party. Long an advocate for negative campaigning, he directed the famed "bridge bombing" attack on Liberal leader John Turner that was designed to break the bridge linking anti-free trade voters to Turner. The offensive was a success, Turner's popularity dropped, and the Tories were re-elected. He also played an important role in the 1992 Canadian referendum where he crafted the message that the doom of Canada would be the certain result of a "No" vote.
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