Clarion had approached Dr Ben Goldacre, author of The Guardian’s Bad Science column, with a request to analyse findings of a survey into which celebrities were deemed to have the sexiest walk. It was part of a campaign for Clarion’s client Veet.
A Clarion employee sent Goldacre an email asking for him to ‘give the story more weight’. She added that ‘we haven’t conducted the survey yet but we know what results we want to achieve’.
Clarion’s MD Amanda Meyrick told PRWeek: ‘The comments were based on preliminary discussions from a number of months ago and do not take into account the development of the story.’