Willis launches Reputational Risk Quantification Model for celebrity endorsement risk

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.

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

Argus Feb 18 session

+2.17% close to close Open Argus

Details

News Market Reaction – WTW

On Feb 18, the day this news came out, WTW closed 2.17% above the previous close.

Data tracked by StockTitan Argus for the Feb 18 session.

Key Figures

Reputation top-10 risk: 99% Leisure & hospitality: 53% Retail: 43% +4 more

Reputation top-10 risk

99%

Companies ranking reputation among top 10 risks (2024/25 survey)

Leisure & hospitality

53%

Firms ranking reputation in top five risks

Retail

43%

Firms ranking reputation in top five risks

Manufacturing

51%

Firms ranking reputation in top five risks

Transportation

34%

Firms ranking reputation in top five risks

NGOs / Charities

48%

Organisations ranking reputation in top five risks

Brand recognition lift

80%

Potential increase in brand recognition from celebrity endorsements

Historical Context

5 past events · Latest: Feb 12

5 events

1. Feb 12

   Crisis risk report

   24h Move

   +1.0%

   Update on 2025 crisis management incidents and geopolitical risk trends.

2. Feb 09

   Pension assets study

   24h Move

   -12.1%

   Thinking Ahead Institute reported global pension assets reaching $68.3T in 2025.

3. Feb 09

   RiskAgility upgrade

   24h Move

   -12.1%

   Launch of next-gen U.S. Library models with full VM-22 support for insurers.

4. Feb 03

   Earnings release

   24h Move

   +5.8%

   Q4 and FY 2025 results with growing organic revenue and margin expansion.

5. Feb 02

   AI platform launch

   24h Move

   -0.3%

   Introduction of Rewards AI, a generative AI-enabled compensation platform.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

reputational risk, real-time intelligence platform, actuarial expertise, fiduciary risks, +1 more

5 terms

reputational risk financial

"the model quantifies the reputational risk associated with celebrity endorsers"

Reputational risk is the danger that negative public perception—from scandals, poor products, harmful actions, or bad publicity—will damage a company’s trust and standing with customers, partners, regulators and investors. Like a stain on a brand that scares away buyers or lenders, it can reduce sales, increase costs, invite regulatory scrutiny, and cause a company’s stock price or ability to raise capital to fall, making it a key concern for investors.

real-time intelligence platform technical

"datasets from Polecat’s real-time intelligence platform to calculate the impact"

A real-time intelligence platform is a technology system that gathers live market data, news, company filings and other signals, quickly analyzes them, and delivers concise alerts or visual summaries so users can act immediately. Investors care because it shortens the time between new information and decision-making—like a fast GPS for market moves—helping spot opportunities, manage risk and avoid being late to important developments.

actuarial expertise financial

"combining Polecat's real-time intelligence with Willis's actuarial expertise"

Actuarial expertise is the skill of using math, statistics and financial theory to estimate future costs and risks—think of it as creating a weather forecast for money, predicting storms like claims, losses or pension shortfalls. Investors care because those forecasts drive how companies price products, set aside reserves and plan for long-term obligations; stronger actuarial work means more reliable estimates and lower surprise risk to a firm’s finances.

fiduciary risks regulatory

"overcoming financial impacts and fiduciary risks, as well as how to manage"

Fiduciary risks are the potential harms that arise when people or organizations entrusted to manage money or make decisions for others act in their own interest or fail to exercise proper care. For investors, these risks matter because such behavior can lead to legal penalties, financial losses, poor decisions, or reputational damage that reduce shareholder value—like a trusted driver choosing a route that benefits them but harms the passengers.

risk management financial

"enabling more informed decision making and proactive risk management"

Risk management is the ongoing process of identifying potential events or conditions that could reduce an investment’s value, measuring how likely and how severe those losses could be, and putting controls in place to limit harm—like spreading money across different assets, setting loss limits, or buying insurance. For investors it matters because it turns uncertainty into a manageable plan, helping preserve capital and steady returns much like a seatbelt or a spare tire reduces the downside of unexpected problems.

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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 99% of companies ranked reputation among their top 10 risks, with a significant proportion ranking it in their top five: Leisure and hospitality 53%, Retail 43%, Manufacturing 51%, Transportation 34% and NGOs / Charities 48%.

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 80%, proving high success when it’s done right. But without the correct risk management, the damage can be insurmountable.”

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, 26^th 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

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What is Willis' new Reputational Risk Quantification Model for celebrity endorsement (WTW)?

It is a data-driven model that estimates sales and profit impacts from celebrity endorsement issues. According to Willis, the model uses Polecat real-time datasets and advanced analytics to translate reputational exposure into scenario-based financial estimates.

When did Willis (WTW) announce the celebrity endorsement risk model and related event?

Willis announced the model on Feb 18, 2026 and will host a Reputational Risk Roundtable on Feb 26, 2026. According to Willis, the roundtable will discuss the celebrity endorsement feature, financial impacts, and fiduciary risks.

How does the Willis model quantify reputational risk from celebrity endorsers for WTW clients?

The model combines Polecat's real-time intelligence with actuarial analytics to model scenarios and financial impacts. According to Willis, it calculates potential effects on sales and profits across a range of reputational-damage scenarios.

Which industries reported the highest concern about reputation in the Global Reputational Risk Readiness Survey cited by WTW?

Sectors with notable concern include leisure and hospitality (53%) and manufacturing (51%). According to Willis, the survey shows 99% of companies rank reputation among their top 10 risks overall.

What benefit does Willis claim brands gain from using the celebrity endorsement risk model (WTW)?

Willis says brands receive quantifiable, scenario-based insights to inform endorsement decisions and risk transfer. According to Willis, the model helps convert subjective reputation judgments into measurable impacts on sales and profits.

Can the Willis model prevent reputational damage from celebrity endorsers for investors and brands?

The model cannot prevent misconduct but aims to quantify and manage potential financial impacts. According to Willis, this enables more informed decisions, proactive risk management, and better assessment of endorsement-related exposures.