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
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

Guru Careers: Graduate Resourcer / Recruitment Account Executive

£18k + Bonus: Guru Careers: We are seeking a bright, enthusiastic and internet...

Reach Volunteering: Chair and trustees sought for YMCA Bolton

VOLUNTARY ONLY - EXPENSES REIMBURSED: Reach Volunteering: Bolton YMCA is now a...

Tradewind Recruitment: Geography Teacher

£150 - £180 per day: Tradewind Recruitment: Geography Teacher Geography teach...

Tradewind Recruitment: Geography Teacher

£150 - £180 per day: Tradewind Recruitment: Geography Teacher Geography teach...

Day In a Page

Sun, sex and an anthropological study: One British academic's summer of hell in Magaluf

Sun, sex and an anthropological study

One academic’s summer of hell in Magaluf
From Shakespeare to Rising Damp... to Vicious

Frances de la Tour's 50-year triumph

'Rising Damp' brought De la Tour such recognition that she could be forgiven if she'd never been able to move on. But at 70, she continues to flourish - and to beguile
'That Whitsun, I was late getting away...'

Ian McMillan on the Whitsun Weddings

This weekend is Whitsun, and while the festival may no longer resonate, Larkin's best-loved poem, lives on - along with the train journey at the heart of it
Kathryn Williams explores the works and influences of Sylvia Plath in a new light

Songs from the bell jar

Kathryn Williams explores the works and influences of Sylvia Plath
How one man's day in high heels showed him that Cannes must change its 'no flats' policy

One man's day in high heels

...showed him that Cannes must change its 'flats' policy
Is a quiet crusade to reform executive pay bearing fruit?

Is a quiet crusade to reform executive pay bearing fruit?

Dominic Rossi of Fidelity says his pressure on business to control rewards is working. But why aren’t other fund managers helping?
The King David Hotel gives precious work to Palestinians - unless peace talks are on

King David Hotel: Palestinians not included

The King David is special to Jerusalem. Nick Kochan checked in and discovered it has some special arrangements, too
More people moving from Australia to New Zealand than in the other direction for first time in 24 years

End of the Aussie brain drain

More people moving from Australia to New Zealand than in the other direction for first time in 24 years
Meditation is touted as a cure for mental instability but can it actually be bad for you?

Can meditation be bad for you?

Researching a mass murder, Dr Miguel Farias discovered that, far from bringing inner peace, meditation can leave devotees in pieces
Eurovision 2015: Australians will be cheering on their first-ever entrant this Saturday

Australia's first-ever Eurovision entrant

Australia, a nation of kitsch-worshippers, has always loved the Eurovision Song Contest. Maggie Alderson says it'll fit in fine
Letterman's final Late Show: Laughter, but no tears, as David takes his bow after 33 years

Laughter, but no tears, as Letterman takes his bow after 33 years

Veteran talkshow host steps down to plaudits from four presidents
Ivor Novello Awards 2015: Hozier wins with anti-Catholic song 'Take Me To Church' as John Whittingdale leads praise for Black Sabbath

Hozier's 'blasphemous' song takes Novello award

Singer joins Ed Sheeran and Clean Bandit in celebration of the best in British and Irish music
Tequila gold rush: The spirit has gone from a cheap shot to a multi-billion pound product

Join the tequila gold rush

The spirit has gone from a cheap shot to a multi-billion pound product
12 best statement wallpapers

12 best statement wallpapers

Make an impact and transform a room with a conversation-starting pattern
Paul Scholes column: Does David De Gea really want to leave Manchester United to fight it out for the No 1 spot at Real Madrid?

Paul Scholes column

Does David De Gea really want to leave Manchester United to fight it out for the No 1 spot at Real Madrid?