When mud sticks, make sure you’re covered

Polly Devaney (MW May 26) notes the effects of fame and misfortune on brands that are endorsed by celebrities. Our – perhaps prurient – interest in celebrities makes them ideal brand heroes, especially for hard-to-reach markets, but our interest in them also makes them targets for people with a story to sell. Many brands continue to successfully use celebrities as a key to their market, but they should always ensure they have the support of a death and disgrace policy, to protect the brand’s integrity should it become the object of public ridicule. A policy which can include reimbursement of costs and the expense of relaunching with a replacement figurehead not only extends the opportunities to use high-profile figures, but reduces the risk of problems.

Charles O’Reilly

Marketing director

Tyser Special Risks

London EC3A

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here