Willis announced a model to quantify reputational risk associated with celebrity endorsers and brand ambassadors.

Willis, a WTW business, (NASDAQ: WTW), today announced the launch of its Reputational Risk Quantification Model for celebrity endorsement. Powered by rich datasets from Polecat, the model quantifies the reputational risk associated with celebrity endorsers and brand ambassadors.

Celebrity endorser misconduct: a cross sector reputational risk

According to the Global Reputational Risk Readiness Survey 2024/25 99% of companies ranked reputation among their top 10 risks, with a significant proportion ranking it in their top five: Leisure and hospitality 53%, Retail 43%, Manufacturing 51%, Transportation 34% and NGOs / Charities 48%.

But many find these risks hard to quantify, and therefore, to protect against. In response, Willis has introduced this new model to help businesses get a clearer view of their reputational exposures.

Granular risk modelling

The model uses advanced risk analytics with datasets from Polecat's real-time intelligence platform to calculate the impact on sales and profits in a range of scenarios where celebrity endorsers could suffer reputational damage. This will provide brands with data-driven insights into potential negative impacts arising from celebrity partnerships, enabling more informed decision making and proactive risk management.

James Gillespie, Head of Data & Analytics, Direct & Facultative, said: "Reputation is increasingly being recognised as an asset class. Our new model translates what was once a subjective judgement into quantifiable insight. By measuring the potential impact of a celebrity endorsement gone wrong, we are helping clients put real numbers behind reputational risk and make decisions grounded in data. Celebrity endorsements can increase brand recognition by up to 80%, proving high success when it's done right. But without the correct risk management, the damage can be insurmountable.

James Lawn, CEO at Polecat, ends with "For too long, reputation has been monitored but not measured. This model changes that. By combining Polecat's real-time intelligence with Willis's actuarial expertise, we're giving organisations the ability to quantify what was previously intangible and manage it accordingly."

Willis will be hosting its next Reputational Risk Roundtable event for senior executives and risk professionals on Thursday, 26th February 2026, discussing its new Celebrity endorsement feature, exploring the risks and pitfalls, overcoming financial impacts and fiduciary risks, as well as how to manage and transfer reputation risks.

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