Celebrated publicist, Mark Borkowski, can lay claim to being a PR Einstein as he has devised a fame formula for calculating how long a celebrity will remain in the limelight.
Borkowski reckons his formula is pretty accurate at predicting how long a personality can expect to enjoy their celebrity status if they subsequently did nothing more to get into the headlines again.
He put the calculation, which features in his new book The Fame Formula, to the test on a host of celebrities with surprisingly accurate results.
Borkowski said he found that any specific boost to fame would last around 15 months- rather more than the 15 minutes famously proclaimed by Andy Warhol.
He said it accounted for the decline in fame of Big Brother contestants, who usually disappeared into obscurity after a year to 18 months when they did nothing more to extend their shelf life.
The formula could be used by publicists to provide an early-warning signal that a client's fame is declining and in need of some publicity to reinvigorate their career.
Before this latest coup, Borkowski was hardly new to the limelight himself, with a string of controversial PR stunts on behalf of high-profile celebrities behind him.
And he has certainly proved he also has the formula for getting into the media spotlight- although he hasn't said whether he'd ever used his calculation to work out his own sell-by date.
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