As the much-hyped competition between the show’s hosts hots up, judge Simon Cowell has shown how much he believes PR can influence the vote by bringing in Hackford Jones PR to promote his protégés.
Rival judges Sharon Osbourne and Louis Walsh are relying on the talent of their contestants and the expertise of programme producer Thames Talkback’s own comms team.
One of Cowell’s hopefuls, Verity Keays, has already been dropped from the competition, which has been whittled down to seven finalists.
But don’t expect to be spared a promotional onslaught, with the agency set to push Cowell’s trio for as long as is deemed possible.
