By Laura Armstrong
Holly Willoughby has hired David Beckham’s former PR in a bid to expand her global brand.
The 43-year-old is now in talks about a series of exciting new projects, according to sources. Former This Morning star Holly is being represented by Caroline McAteer, who was responsible for taking brand Beckham worldwide.
Her signing with the PR expert’s firm, Cherry Create, comes after she quit This Morning last year following an alleged kidnap plot. Holly was also caught up in the fallout over former co-host Phillip Schofield’s admission of an affair with a younger colleague.
A source said: “After everything she went through last year, Holly’s circle felt she might step away from the spotlight. Her ordeal knocked her confidence. But with this new move she is actually planning to expand her brand further than ever before.
“She feels Caroline and her team are the best people to help mastermind this and is thrilled to be working with them.” Caroline was the Beckhams’ close confidante and spokeswoman for five years.
Football icon David and ex-Spice Girl Victoria’s trust in her was such that when they left the Outside Organisation in 2003, she left with them – and went on to set up The Sports PR Company. In 2020, she teamed up with Caroline Dollimore, former director of publicity at Atlantic Records UK, and writer and editor Paul Flynn to form Cherry Create.
Their current roster also includes Maya Jama, rapper Aitch, Sam Smith and Zayn Malik. Holly – who returned to Dancing on Ice this year at the 11th hour – last week announced a 2025 Netflix show with Bear Grylls, which will be filmed in Costa Rica and has a working title of Bear Hunt.
The streaming giant has described it as “an action-packed competition show where a group of unlikely celebrities are dropped into the Central American jungle as prey for one of the world’s most fearsome predators… Bear Grylls”. But the source added: “This is far from the only project Holly is in talks about and it is very much a case of watch this space.”
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