Max Clifford

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Max Clifford

PR guru

Max Clifford left his local secondary modern school at fifteen with an Honours degree in street-raking, but with no formal qualifications.

His first job, in a very old fashioned local departmental store, was totally unsuitable for someone with his temperament attitude to authority and he soon became bored to distraction. He found the days went by a lot faster by playing a multitude of practical jokes on the other employees and trying, whenever possible, to create chaos in the well established and smooth… 

Max Clifford left his local secondary modern school at fifteen with an Honours degree in street-raking, but with no formal qualifications.

His first job, in a very old fashioned local departmental store, was totally unsuitable for someone with his temperament attitude to authority and he soon became bored to distraction. He found the days went by a lot faster by playing a multitude of practical jokes on the other employees and trying, whenever possible, to create chaos in the well established and smooth running system of the store. Not surprisingly it was only a matter of time before he was sacked. Always a keen sportsman (football, water-polo and boxing) he was offered a job through the back door - as a junior reporter on the Merton and Morden News. Max was lucky to have a chief reporter named Maggie Britton, who took a great deal of time and trouble in knocking him into shape.

Next stop was EMI Records press office, where practically his first assignment was to promote an unknown band from Liverpool called The Beatles. They became quite well known and this brought Max rapidly into contact with the media world-wide. A couple of years later Syd Gillingham, the Chief Press Officer at EMI, left to form his own PR company, taking Max with him. Clients included Tom Jones, Jimi Hendrix, Bee Gees, Cream and many other rock and pop stars.

Although being extremely vague about precise dates and times Max believes he went out on his own at the age of 25, initially working entirely within the music industry. As the years flew by so the type of client Max represented grew more varied although they were usually entertainment based. He has represented and worked with some of the most famous people in the world - these include Mohammed Ali, Frank Sinatra, Marlon Brando, David Copperfield and OJ Simpson.

Over the last decade MCA has also enjoyed great success in PR activities for companies as diversified as SEAT, the Spanish car giant, the British Construction Company Laing Homes, and C.A.C.I., the original non-surgical facelift.

MCA's current clients are many and varied and include Steve Collins, the former world super middleweight boxing champion, Crystal Clear which is the most talked about beauty treatment of the moment, Pamela Stevens UK, the only chain of beauty salons in the country, First Telecom, BMG Interactive and Talk Radio.

Says Max: "Most of what I do has been to try to create the best possible image for whichever client, normally a combination of promotion and protection. Public Relations for me is, and has been, a real adventure - a wonderful way to travel the world, having a great time and making a very good living for myself and my family at the same time - infinitely preferable than having to work for a living".

While attracting publicity for his clients. Max Clifford, by virtue of his activities, has attracted a great deal of media attention for himself particularly in recent years. In 1992, he was the subject of a 40 minute documentary for BBC TV and has appeared on numerous TV and radio programmes, as well as being the subject of newspaper and magazine articles world-wide. Max has appeared on countless TV chat shows and news programmes all over the world including Channel 4's "Is This Your Life" with Andrew Neil, the Richard Littlejohn programme on both Sky and LWT and "Have I Got News For You" on BBC2.

Max Clifford is also regularly asked to comment on matters of the moment to the world's media on topics such as the Royal family, politics and politicians and how to promote anything and everything.

In recent years Max has been invited to speak at colleges and universities throughout Great Britain, and regularly takes part in debates at both Oxford and Cambridge.

Max Clifford was recently voted PR Personality of the Year in a survey of journalists conducted by The Drum magazine.

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