DIARY: Christensen PR in her own hands - presumably

Nothing cheers a PRO's heart more than a bit of self-congratulation.

So a respectful salute to Jon Higgins, MD of consumer shop Ketchum, who in the midst of an unrelated enquiry boasted of his agency's success with client Carlsberg last week.

'Did you see all the coverage with Helena Christensen for the new Export beer brand?', asked the supertanned pin-up. 'One of our folks came up with the idea of linking the two world-class Danish exports.'

Ahh yes, Diary asked - but did Ketchum play a role in the supermodel volunteering on TV as a celebrity ambassador for the British Tourism Authority - just as it announced its new £40m promotional drive? Er, no, Higgins admitted.

A BTA spokesman denied it had put her up to this masterstroke, leading to the conclusion that it was Christensen herself (or her agent) who put her name forward. Could it be that supermodels, in their crusade to be seen as more than just animated mannequins, are doing PR for themselves?

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