Dr Mumbo

Bonds: PR by legal letter

Dr Mumbo certainly has to commend Bonds for their, shall we say, individualistic approach to public relations.

Earlier this month the retailer took the somewhat unAussie approach of deciding that the new face of the brand would be American.

On Bonds behalf, PR agency The Arc Factory sent out a press release announcing: “Elvis Presley’s granddaughter, model and actress, Riley Keough, will be the new face of Bonds.”

They also helpfully provided a couple of photographs.

So normal, so far.

Like other press, Mumbrella posted the images in its story.

arc factory legal letterExcept the next bit, when lawyers letters started to arrive, suggesting Mumbrella was breaching copyright by using the images. The copyright takedown order gives as the client address, The Arc Factory. Not only Mumbrella but, yesterday, our hosting service was served with the letters.

Mumbrella deleted the image in question from the story and asked what the heck was going on.

Somewhat breezily came the reply from The Arc Factory: “Unfortunately, we’ve had to retract an image of Riley, in particular the one of her in the pink bra. This request came from her US agents which we have agreed to. Apologies from the inconvenience caused. I’ve attached another image which you can replace it with.”

Thanks, but no thanks.

And you know, next time, perhaps just drop us an email rather than a lawyer’s letter. Not that there’s likely to be a next time.

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