Mark Borkowski

Career

Public relations Borkowski began his career as in-house publicist at the Wyvern Theatre in Swindon and later worked at the Theatre Royal Stratford East in 1981. The agency initially focused on theatre and entertainment publicity before expanding into corporate and brand communications. Harrods, American Express, Oxfam, Amnesty International, Selfridges, Vodafone, Virgin Mobile, Hasbro and Cadbury. Press coverage has also cited high-profile clients including Mikhail Gorbachev, Ian Botham, Dale Vince, Noel Edmonds, Van Morrison, Michael Flatley,

In 2007, the agency handled publicity for the relaunch of Cadbury’s Wispa chocolate bar, which won PRWeek’s Campaign of the Year award.

Crisis and reputation management Borkowski has advised public figures on media strategy during legal proceedings and periods of reputational scrutiny. He has written and commented in national media on reputational crises involving public figures, including the Duchess of Sussex and Philip Schofield.

The Financial Times reported in 2025 on his involvement in PREEMPT, described as a reputation insurance initiative addressing culture-war related reputational risks.

Celebrity and theatre work Borkowski has worked with Noel Edmonds advising on media strategy for his 2009 wedding, when photo rights were withheld from celebrity magazines. For Cliff Richard, he managed publicity campaigns including promoting The Millennium Prayer to the UK singles chart.

When Borkowski left his eponymous agency, he retained the five staff of the arts and entertainment division and its clients, which included Mamma Mia!, and Womad. He has provided commentary on figures including Sydney Sweeney, Drake,

Notable campaigns and publicity stunts In 1994, Borkowski handled publicity for the London production of Bad Boy Johnny and the Prophets of Doom, which attracted press attention and criticism from religious groups.

In 1996, he acted as public relations adviser on the launch of Carlsberg-Tetley’s alcopop brand Thickhead. Contemporary trade coverage described the campaign as controversial amid wider debate about alcopops and their potential appeal to underage drinkers; the product was subsequently withdrawn.

Publicity for the French contemporary circus Archaos in the early 1990s generated tabloid coverage in the United Kingdom focusing on its provocative performance style. In interviews and commentary, he has described celebrity as “a Faustian bargain” and argued that social media has intensified scrutiny of public figures.

In 2025, he produced the BBC Radio 4 documentary Outrage Inc., examining the history of political stunts.

Books and publications Borkowski has written two histories of public relations, focusing in particular on the art of the publicity stunt.

Borkowski, Mark (2001). Improperganda: The Art of the Publicity Stunt. London: Vision On. . Borkowski, Mark (2008). The Fame Formula: How Hollywood’s Fixers, Fakers and Star Makers Shaped the Publicity Industry. London: Sidgwick & Jackson Limited. .

A 2009 article in The Times questioned the historical existence of one of the book's figures, Maynard Nottage, a claim Borkowski disputed.

Reception and awards Jeremy Paxman described him as “the proud inheritor of the Barnum tradition of publicity” in profile coverage. PRWeek referred to him as “one of the few PR people whose reputation reaches the outside world.” Campaign of the Year, PRWeek Gold Award, for Cadbury Wispa relaunch (2008). Listed as Top Flight Reputation Manager in Spear’s 500 since 2023.