The latest appointments show the 'in' campaign believes economic arguments will be persuasive, writes Sky's Sophy Ridge.
Former M&S boss Lord Stuart Rose and Apprentice star Karren Brady have signed up to the 'in' campaign and will fight for Britain to stay in the EU.
The appointments mean one thing: business is king.
It is clear the in campaign believes economic arguments will be persuasive as people make up their minds ahead of the referendum on Britain’s membership of the EU.
Lord Rose said: "Most people, myself included, will make a hard-headed, practical calculation in the coming referendum on what is best for the British people."
In other words: forget the arguments about sovereignty, border control and legal power.
When it comes down to it, Brits will be more concerned about jobs and the economy.
The 'out' campaign has made the same calculation.
Business for Britain - campaigning for a Brexit - has been at pains to line up company bosses who believe that leaving the EU could be good for business (or at least, not damage it).
Insiders from both teams believe that if the out campaign manages to "de-risk" a vote to leave the EU, they could win.
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