Willis launches Reputational Risk Quantification Model for celebrity endorsement risk
Rhea-AI Summary
Willis (NASDAQ: WTW) launched a Reputational Risk Quantification Model for celebrity endorsement on Feb 18, 2026, using Polecat real-time datasets to measure potential impacts on sales and profits.
The model translates reputational exposure into scenario-based, data-driven estimates to help brands assess and manage celebrity endorsement risk; Willis will discuss the feature at a Reputational Risk Roundtable on Feb 26, 2026.
Positive
- Model integrates Polecat real-time intelligence with actuarial analytics
- Brand uplift claim: celebrity endorsements can increase recognition by up to 80%
Negative
- Reputational risk prevalence: 99% of companies rank reputation among top 10 risks
- Quantification gap: many firms still find reputation risks hard to quantify
Key Figures
Market Reality Check
Peers on Argus
WTW gained 2.7% on the product launch while key brokers were mixed: AJG up 0.82%, AON and ERIE up 0.34% each, BRO down 0.16%, MMC down 1.36%, suggesting a stock-specific move rather than a sector-wide shift.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 12 | Crisis risk report | Neutral | +1.0% | Update on 2025 crisis management incidents and geopolitical risk trends. |
| Feb 09 | Pension assets study | Positive | -12.1% | Thinking Ahead Institute reported global pension assets reaching <b>$68.3T</b> in 2025. |
| Feb 09 | RiskAgility upgrade | Positive | -12.1% | Launch of next-gen U.S. Library models with full VM-22 support for insurers. |
| Feb 03 | Earnings release | Positive | +5.8% | Q4 and FY 2025 results with growing organic revenue and margin expansion. |
| Feb 02 | AI platform launch | Positive | -0.3% | Introduction of Rewards AI, a generative AI-enabled compensation platform. |
Recent product and thought-leadership announcements have often seen muted or negative near-term reactions, while core financial results have been received more positively.
Over the last few weeks, WTW has reported several developments. On Feb 3, 2026, Q4 and full-year 2025 earnings showed revenue of $2.94B for Q4 and $9.71B for the year with expanding margins, and the stock rose 5.84%. By contrast, launches such as RiskAgility VM‑22 support and Rewards AI in early February coincided with a -12.1% and -0.27% move, respectively. The new reputational risk model fits into this pattern of analytics- and data-driven product rollouts.
Market Pulse Summary
This announcement introduces a Reputational Risk Quantification Model focused on celebrity endorsement exposures, using Polecat’s real-time data to link reputational events to sales and profit impacts. It extends WTW’s analytics-led offerings following recent technology releases and strong 2025 results with revenue of $9.71B. Investors may watch adoption by brands, integration with broader risk solutions, and how this complements recent strategic moves disclosed in 13G and 8-K filings.
Key Terms
risk management financial
AI-generated analysis. Not financial advice.
LONDON, Feb. 18, 2026 (GLOBE NEWSWIRE) -- Willis, a WTW business, (NASDAQ: WTW), today announced the launch of its Reputational Risk Quantification Model for celebrity endorsement. Powered by rich datasets from Polecat, the model quantifies the reputational risk associated with celebrity endorsers and brand ambassadors.
Celebrity endorser misconduct: a cross-sector reputational risk
According to the Global Reputational Risk Readiness Survey 2024/25
But many find these risks hard to quantify, and therefore, to protect against. In response, Willis has introduced this new model to help businesses get a clearer view of their reputational exposures.
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.
James Gillespie, Head of Data & Analytics in the Willis Direct & 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
James Lawn, CEO at Polecat, ends with "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."
Willis will be hosting its next Reputational Risk Roundtable event for senior executives and risk professionals on Thursday, 26th February 2026, discussing its new Celebrity endorsement feature, exploring the risks and pitfalls, overcoming financial impacts and fiduciary risks, as well as how to manage and transfer reputation risks. Register here.
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 organizations sharpen their strategy, enhance organizational resilience, motivate their workforce and maximize performance.
Working shoulder to shoulder with our clients, we uncover opportunities for sustainable success—and provide perspective that moves you.
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.
Media contact
Lauren David:
Lauren.david@wtwco.com / +44 7385947619
FAQ
What is Willis' new Reputational Risk Quantification Model for celebrity endorsement (WTW)?
When did Willis (WTW) announce the celebrity endorsement risk model and related event?
How does the Willis model quantify reputational risk from celebrity endorsers for WTW clients?
Which industries reported the highest concern about reputation in the Global Reputational Risk Readiness Survey cited by WTW?
What benefit does Willis claim brands gain from using the celebrity endorsement risk model (WTW)?
Can the Willis model prevent reputational damage from celebrity endorsers for investors and brands?
