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'Labour Isn't Working' was Charles Saatchi's 1978 slogan for the Conservative party which then gave birth to the Thatcherike. Ironically in 1986 Maggie shutdown the Greater London Council in which some claim was a direct attack on the then leader of the GLC and the now Mayor of London, Ken Livingstone.

That GLC building sat dormant and redundant until 2003 when Charles had the audacity to reopen it as his very own, brand new gallery. Clearly that was a stroke of good fortune for Charles who would have needed to pick it up on the cheap following the scandal that broke when the brothers were famously kicked out of their own then flagging company 'Saatchi & Saatchi'. (Which was once recognised as the the hardest- hitting agency in Britain.)

It was Saatchi, the man who advertised Thatcher's Conservative party, who then grabbed many of the artworks that so icily described the new Britain that was in large part created by the Thatcher foundation and further compounded by an egotistical and incompetent Labour party which by the way still Isn't Working, and which again ironically proved great inspiration for the likes of Damien Hirst and Tracey Emin, the now well known Saatchi stars.

Traditional marketing companies have been taken a beating in recent years, stuck in their stagnant business models and largely (if were honest) ignorant of the online media arena. In contrast to the billion dollar sellouts we hear about online sometimes daily, naturally these stories make any business tycoon with an ounce of ambition want a piece of that pie and Charles Saatchi is no exception.

What Charles knows better than any new startup, is that it's all about marketing. No matter how good your product, if it doesn't make it to market on market day then it will sour like a rotten tomato. Somewhat fed up with hearing about all these upstarts on the internet making it big, Charles has decided to launch his very own online debut, a social network for artists. The site supports some of the basic social networking features seen regularly popping up on these fashionable social sites, albeit not one of the better examples but a fair attempt nonetheless.

The startup was enjoying some moderate success with its section for students called Stuart, though that was recently trumped when they came up with the ingenious solution of incorporating a social competition into the then flagging gallery section. News that Saatchi was giving away 1K and a spot on the wall of the former GLC building to the winner was ammunition enough for a swam of wannabe stars to flock to the site, often bringing it down to a grinding halt.

When we looked at the site to review it for this article we happened to notice something rather interesting. Being tech-geeks and sometimes more interested in what is under the bonnet than could be considered healthy, we noticed that the developers (one assumes it wasn't Charles himself) have been using some rather naughty pictures as a test bed for their competition Flash based selection tool. While they are still online you can see for yourself what we found here.

Charles Saatchi is not the king of art, nor the king of business but rather that of reputation. He has the power to make and break careers to influence museums, to establish critical consensus, to change history and that is what we are all interested in.

Right click on the Saatchi Pitch for full effect.