Diary: It’s the end of an era, but the launch of a new generation of Clifford PR

Max Clifford, the man who has reigned unchallenged as the king of kiss-and-tell for the last 20 years, has found a successor. She is called Louise Clifford, and she happens to be his daughter.

Max Clifford, the man who has reigned unchallenged as the king of

kiss-and-tell for the last 20 years, has found a successor. She is

called Louise Clifford, and she happens to be his daughter.



Louise graduated from Bournemouth University over a year ago and has

been working in PR since then. She started out in-house with a

Weybridge-based health and beauty products manufacturer, and this summer

set up on her own when hearing products specialist Allied Health asked

her to represent it. Next month she will bring her client to Max

Clifford Associates, and become one of a five-strong team.



All of which means that, after 28 years, Clifford has finally decided to

move out of his offices above a hairdresser in New Bond Street and open

new ones around the corner in Brook Street, where there is more space,

and a lift for his daughter who has rheumatoid arthritis.



’It’s going to be a wrench,’ he muses. ’The memories in this

place ... if walls could speak. Sinatra’s been here, Muhammed Ali’s been

here.’



Fittingly, the New Bond Street days are about to be immortalised in a

drama series being filmed for Channel 4, about a PR to the stars who

works in an office above a hairdresser in Mayfair, and whose name is

Jack Factor.



Which is quite a coincidence, because one of Clifford’s media nicknames

is Max Factor.



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