Willis launches market-first Reputational Risk Quantification Model - Powered by Polecat

LONDON, 12 February 2025 – Willis, a WTW business, (NASDAQ: WTW), today announced the launch of its Reputational Risk Quantification Model for celebrity endorsement. Powered by datasets from Polecat, it is the first model in the market to quantify the reputational risk associated with celebrity endorsers and brand ambassadors.

Reputation risk rises up the corporate agenda

According to the WTW Global Reputational Risk Readiness Survey 2024/25, 99% of companies now rank reputation among their top 10 risks. Celebrity endorser misconduct features prominently across sectors, yet despite this recognition, most organisations struggle to quantify these risks – making them difficult to report to boards, integrate into enterprise risk frameworks, or transfer through insurance. The new model addresses this gap directly.

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.

"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. This partnership demonstrates how our platform can power new categories of risk products that help organisations treat reputation as the financial asset it truly is." - James Lawn, CEO Polecat

James Gillespie, Head of Data & Analytics in the Willis Direct and Facultative team, 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 highly successful when done right. But without the correct risk management, the damage can be insurmountable."

Garret Gaughan, Global Head of Direct & Facultative at Willis, added: "In an increasingly volatile and polarised world, reputation has become a top concern for global businesses. As public expectations of accountability rise, this new capability enables businesses to make more informed, data-driven decisions about their associations and safeguarding long-term trust."

Roundtable event

Willis and Polecat will host a Reputational Risk Roundtable event for senior executives and risk professionals on Thursday, 26th February 2026 at Willis's London offices. The session will explore the new celebrity endorsement model, examining risks and pitfalls, financial impacts, fiduciary considerations, and strategies for managing and transferring reputation risks. Register to attend here: https://events.wtwco.com/event/950b20c5-c8e3-4497-8c88-0b2898169f13/summary?RefId=Summary

About WTW

At WTW (NASDAQ: WTW), we provide data-driven, insight-led solutions in the areas of people, risk and capital. Leveraging the global view and local expertise of our colleagues serving 140 countries and markets, we help organisations sharpen their strategy, enhance organisational resilience, motivate their workforce and maximise performance. For more information, visit wtwco.com

About Polecat

Polecat quantifies reputation and external risks for enterprise organisations. Our AI- transforms millions of online sources, with calibration from senior sector specialists, into register-ready intelligence. Governance, risk and communications teams can measure, manage and mitigate what others only monitor. Global leaders trust us to deliver foresight they can act on, and evidence they can report.