Core Insights - Willis, a WTW business, has launched a Reputational Risk Quantification Model specifically for celebrity endorsements, utilizing extensive datasets from Polecat to assess reputational risks associated with celebrity endorsers and brand ambassadors [1][3]. Industry Overview - The Global Reputational Risk Readiness Survey 2024/25 indicates that 99% of companies consider reputation among their top 10 risks, with notable sectors including Leisure and Hospitality (53%), Retail (43%), Manufacturing (51%), Transportation (34%), and NGOs/Charities (48%) ranking it in their top five [2]. Model Features - The new model employs advanced risk analytics and real-time intelligence from Polecat to evaluate the potential impact on sales and profits in scenarios where celebrity endorsers face reputational damage, providing brands with data-driven insights for better decision-making and proactive risk management [4]. Expert Commentary - James Gillespie, Head of Data & Analytics at Willis, emphasized that reputation is increasingly viewed as an asset class, and the model transforms subjective judgments into quantifiable insights, allowing clients to understand the financial implications of celebrity endorsements [5]. - James Lawn, CEO at Polecat, noted that the model enables organizations to quantify previously intangible reputational risks, enhancing their ability to manage these risks effectively [5]. Upcoming Events - Willis will host a Reputational Risk Roundtable event on February 26, 2026, aimed at senior executives and risk professionals, focusing on the new Celebrity endorsement feature and discussing various aspects of managing reputation risks [5].