Wilson won a second general election in 1966 (the year England lifted the football World Cup) making him the first Labour PM to serve consecutive terms. In reality, his administration never escaped from a cycle of economic crises, vainly battling against further devaluations of the pound. He had promised a 'new Britain' forged in 'the white heat of a second industrial revolution'. In 1964, 'Good old Mr Wilson' - an avuncular, pipe-smoking figure - came to power amid much excitement and optimism. Nonetheless, she is generally considered to be one of the best peace time prime ministers of the 20th Century. The first PM to serve three consecutive terms (including two 'landslide' victories) she was eventually toppled by her own party following the disastrous imposition of a 'poll tax'. 'Thatcherism' has had a profound and lasting economic and social impact on Britain, and still sharply divides opinion to this day. Her government's free-market policies included trade liberalisation, deregulation, sweeping privatisation, breaking the power of the unions, focus on the individual and the creation of an 'enterprise culture'. Derisively dubbed the 'Iron Lady' by the Soviet press, she wore the moniker with pride. A relatively inexperienced politician, she nonetheless adopted a personal style of indomitable self-confidence and brooked no weakness in herself or her colleagues. Britain's first female prime minister came to power with the country descending into industrial and economic chaos.
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