Magazine article Marketing

NAMED AND SHAMED: 2002 Has Taken More Than Its Fair Share of Reputations with It

Magazine article Marketing

NAMED AND SHAMED: 2002 Has Taken More Than Its Fair Share of Reputations with It

Article excerpt


Naomi Campbell scored a pyrrhic victory in March. She won damages from The Mirror, which had photographed her emerging from a narcotics anonymous centre.The award? pounds 3500. And the downside was a vicious backlash by the rest of the media against Campbell, which made her years of drug abuse common knowledge. Even The Sun (grudgingly) gave its support to The Mirror, its bitter rival, before later reverting to type.


The unlikely Swedish match of Sven-Goran Eriksson and Ulrika Jonsson, which The Mirror splashed on its front page in April, was a dream story for the media. To ensure eight pages of coverage in Sunday's News of the World, Ulrika Jonsson turned up at the same Chelsea football match the next day, sitting about ten metres from the England manager. Ulrika's reputation took a dive with fears that Eriksson would be 'distracted' from his World Cup plans. The media also drew parallels with the run-up to the 1998 tournament when Jonsson had a high-profile fight with footballer Stan Collymore in a French bar. As Eriksson became the centre of a 'love tug' between Jonsson and his Italian lawyer girlfriend Nancy Dell'Olio, some would argue his reputation was enhanced.


In May a dark side to the character of Angus Deayton emerged with tabloid revelations of an alleged relationship with a prostitute and 'snorting cocaine in the nude'. Ratings for Have I Got News For You received a short-term boost, but the BBC decided that his position had been 'unacceptably compromised' and sacked him from the programme at the end of October.


One of the great brand relaunches of our time. From veteran rocker best known for biting the heads of bats, Ozzy Osbourne was reborn as reality TV star. MTV's decision to film his life in Beverly Hills was a stroke of genius.The Osbournes became the broadcaster's highest rated series, pulling in millions in ad revenue.


When June's jubilee celebrations proved a huge success, Britain's republicans looked despondent. But November brought renewed cheer. The trial of Princess Diana's former butler Paul Burrell collapsed at a cost of pounds 1. …

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