Max Clifford tells Kerry Katona to 'get a grip'

Kerry Katona's former publicist Max Clifford today urged her to "get a grip", after she was axed as the face of supermarket chain Iceland amid allegations that she took cocaine.

Mr Clifford said Katona had hit rock bottom and he dreaded to think what the consequences would be if she did not come "to her senses".



The News Of The World published photographs and video footage of the 28-year-old mother allegedly showing her snorting the class A drug in her home in Wilmslow, Cheshire.



Iceland said last night that while the company had stood by her during earlier personal difficulties, it was now "impossible" for her to continue in its advertising campaign.



Mr Clifford was Katona's long-standing representative, even describing her previously as like an "adopted daughter".



But the two parted ways after Katona slurred her way through a catastrophic interview on ITV's This Morning and Mr Clifford said they have not spoken since.



Mr Clifford, who said he had brokered the supermarket deal, said: "Iceland have been very supportive and very loyal.



"They stood by her when most companies would have elbowed her a long time ago."



Mr Clifford said Katona needed some "real friends" around her.



He said: "She has reached rock bottom ... I am hoping that this will bring her to her senses."



He said that Katona had already had "a few wake up calls" and added: "I'm hoping that good will come out of this, perversely.



"Her career is at rock bottom. Her earning capacity is at rock bottom. Maybe this will make her evaluate and finally stand up and do what she needs to do.



"It is sad. We tried long and hard to help her."



The former Atomic Kitten singer, who has endured a long and public battle with alcohol and drugs, as well as a roller-coaster romantic life, fronted the supermarket's advertising campaigns for four years.



Katona, who had two children with Westlife singer Bryan McFadden and two more with Mark Croft, won the Best Celebrity Mother award in 2004 and 2005, though she was criticised for smoking and drinking while pregnant.



Mr Clifford contrasted Katona's situation with that of Jade Goody, who he also represented until her death in March, aged 27, after battling cancer.



He said: "Jade Goody had no choice. She desperately fought to stay alive ... hopefully Kerry will think about that.



"For the sake of her kids she should get a grip on herself.



"She has been on a downward spiral for a long time."



He said he would "dread to think" what the consequences would be if Katona did not rally herself, predicting that she could either sink to oblivion or pull herself together.



He said: "I hope that it's the latter."



Iceland's statement said of Katona yesterday: "For most of that time, she has been a successful part of our advertising campaigns, but has also been through some tough times in her personal life.



"We have always stood by her, as an example of a normal person and mum who has experienced some of the modern-day culture of fame, and how difficult it can be to deal with.



"However, following the most recent allegations, we feel it is impossible for Kerry to continue to work with us as one of the faces of Iceland advertising.



"In recognition of the relationship we have developed, we will continue to try and help Kerry to ensure she get the most appropriate support, should she require our assistance."



Katona's interview on This Morning last October earned her a large measure of notoriety as she slurred and appeared confused, though she later said this was due to medication she was taking for her bipolar disorder.



She has been the subject of several reality TV shows on MTV, most recently Kerry Katona: What's The Problem?, charting her attempt to understand and come to terms with her mental illness.



Losing the six-figure Iceland contract will not help her financial troubles - last August she was declared bankrupt after failing to pay off a £417,000 tax bill and in May this year she told GMTV that she was "skint".



She said the mood swings caused by her bipolar disorder was partly to blame, as she tended to spend "loads of money" when she was on a high.



Iceland uses a number of other celebrities to promote its stores - including Coleen Nolan, singer and star of ITV show Loose Women.

Start your day with The Independent, sign up for daily news emails
PROMOTED VIDEO
ebooks
ebooksA year of political gossip, levity and intrigue from the sharpest pen in Westminster
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs People

Recruitment Genius: HR Manager

£25000 - £30000 per annum: Recruitment Genius: They are in need of a HR Manage...

h2 Recruit Ltd: Business Development Manager - HR Consultancy - £65,000 OTE

£35000 - £40000 per annum + £65,000 OTE: h2 Recruit Ltd: London, Birmingham, M...

Day In a Page

A Christmas without hope: Fears grow in Gaza that the conflict with Israel will soon reignite

Christmas without hope

Gaza fears grow that conflict with Israel will soon reignite
After 150 years, you can finally visit the grisliest museum in the country

The 'Black Museum'

After 150 years, you can finally visit Britain's grisliest museum
No ho-ho-hos with Nick Frost's badass Santa

No ho-ho-hos with Nick Frost's badass Santa

Doctor Who Christmas Special TV review
Chilly Christmas: Swimmers take festive dip for charity

Chilly Christmas

Swimmers dive into freezing British waters for charity
Veterans' hostel 'overwhelmed by kindness' for festive dinner

Homeless Veterans appeal

In 2010, Sgt Gary Jamieson stepped on an IED in Afghanistan and lost his legs and an arm. He reveals what, and who, helped him to make a remarkable recovery
Isis in Iraq: Yazidi girls killing themselves to escape rape and imprisonment by militants

'Jilan killed herself in the bathroom. She cut her wrists and hanged herself'

Yazidi girls killing themselves to escape rape and imprisonment
Ed Balls interview: 'If I think about the deficit when I'm playing the piano, it all goes wrong'

Ed Balls interview

'If I think about the deficit when I'm playing the piano, it all goes wrong'
He's behind you, dude!

US stars in UK panto

From David Hasselhoff to Jerry Hall
Grace Dent's Christmas Quiz: What are you – a festive curmudgeon or top of the tree?

Grace Dent's Christmas Quiz

What are you – a festive curmudgeon or top of the tree?
Nasa planning to build cloud cities in airships above Venus

Nasa planning to build cloud cities in airships above Venus

Planet’s surface is inhospitable to humans but 30 miles above it is almost perfect
Surrounded by high-rise flats is a little house filled with Lebanon’s history - clocks, rifles, frogmen’s uniforms and colonial helmets

Clocks, rifles, swords, frogmen’s uniforms

Surrounded by high-rise flats is a little house filled with Lebanon’s history
Return to Gaza: Four months on, the wounds left by Israel's bombardment have not yet healed

Four months after the bombardment, Gaza’s wounds are yet to heal

Kim Sengupta is reunited with a man whose plight mirrors the suffering of the Palestinian people
Gastric surgery: Is it really the answer to the UK's obesity epidemic?

Is gastric surgery really the answer to the UK's obesity epidemic?

Critics argue that it’s crazy to operate on healthy people just to stop them eating
Homeless Veterans appeal: Christmas charity auction Part 2 - now LIVE

Homeless Veterans appeal: Christmas charity auction

Bid on original art, or trips of a lifetime to Africa or the 'Corrie' set, and help Homeless Veterans
Pantomime rings the changes to welcome autistic theatre-goers

Autism-friendly theatre

Pantomime leads the pack in quest to welcome all