How stars of Love Island, Netflix and TikTok are being lured into organised crime gangs by promise of fast money and ‘glamorous’ jet-setting lifestyles
Daily Mail
How stars of Love Island, Netflix and TikTok are being lured into organised crime gangs by promise of fast money and ‘glamorous’ jet-setting lifestyles
Influencers with up to 100,000 followers can make up to £350 a post, according to social media specialist Tribe. While this may appear a lot, it is rarely enough to maintain an expensive lifestyle, and only a tiny of minority of influencers survive on their social media work alone.
PR expert Mark Borkowski told MailOnline: ‘The art of this for a lot of them is making their life look ultra glamorous, but the harsh reality is it’s the minority who make lots of money from this, not the majority.
‘If you’re a Kardashian or Cristiano Ronaldo, it’s a great income, but for most people the riches aren’t there. I can easily see that this could lead to people becoming more desperate because they are tuned into this new normality of living a luxurious lifestyle.’
Strictly winner Chris McCausland set to ‘rake in a whopping £1M’ with TV deals and has already added 100 EXTRA dates to his comedy tour
Daily Mail
PR expert Mark Borkowski told the publication: ‘He hasn’t just danced his way to the bank, he’s carried Strictly there with him turning a potentially disastrous serious into a glittering headline-grabbing redemption arc’.
‘As a blind comedian, he’s shattered expectations and delivered a victory that eels both groundbreaking and natural, proving talent and charisma are what truly captivate an audience’.
Before adding: ‘Strictly just polished his star into prime-time gold’.
Meanwhile PR expert Mark Borkowski told The Mirror: ‘ Chris is the unlikely saviour of Strictly after a pre-season of turmoil’.
‘His authenticity and humour have given the show a shot of much-needed credibility and warmth, reminding everyone why they fell in love with the format in the first place’.
Strictly Come Dancing makes a major comeback after scandals as it becomes the ‘highest-scoring’ and ‘best ever’ final in its 20 year history
Daily Mail
Mark Borkowski, a spokesperson for Graziano, told BBC News: ‘There is never a time when kicking, or any sense of that is right. And he knows that.
‘He knows he’s made a mistake. He apologised at the time.’
Referring to the media reports, Mark added: ‘But he doesn’t recognise some of the issues surrounding it. The descriptions of what is being commented online, and how he remembers it, are not aligned.’
Upon its launch, the show received a major blow when viewing figures plummeted amid the scandals and pulled in more than a million less than usual.
Chris McCausland ‘laughing all the way to the bank’ thanks to Strictly Come Dancing win
The Mirror
Chris has already doubled his tour in length, adding 100 dates due to “phenomenal demand” as his star soared at the end of October. Borkowski believes his time on Strictly “transcends disability and rewrites what representation can look like” on mainstream TV.
“As a blind comedian, he’s shattered expectations and delivered a victory that feels both groundbreaking and natural, proving talent and charisma are what truly captivate an audience,” he added. “If the industry loves anything, it’s a story like his: heart, humour and a big win. Strictly just polished his star into prime-time gold.”
https://www.mirror.co.uk/tv/tv-news/chris-mccausland-laughing-way-bank-34318406
Gregg Wallace Faces Misconduct Allegations, Career at Risk
GEO Today
Gregg Wallace Faces Misconduct Allegations, Career at Risk
Crisis management expert Mark Borkowski was quick to highlight Wallace’s missteps. “The first law of PR in a crisis is never let your emotions rule your Instagram,” Borkowski said. “What Wallace seems to have catastrophically miscalculated is the seismic shift in workplace norms.”
Borkowski emphasized that studios are now highly sensitive to issues of workplace misconduct and that top-tier talent is expected to lead by example. He added, “What was once dismissed as harmless personality quirks now reads as tone-deaf at best and career-ending at worst.”
From WAG to queen of the jungle: the rise and rise of Coleen Rooney
The Guardian
At the height of her husband’s fame, Coleen Rooney appeared to be just another WAG: one of the “wives and girlfriends” who trailed around after their footballing partners at tournaments around the world. The assuredly sexist term gained huge popularity during the 2006 World Cup, focusing on Victoria Beckham, Cheryl Cole and Rooney and implying they were utterly defined by who they were sleeping with.
How things have changed. Having survived her husband Wayne’s occasional indiscretions, and a high-profile, high-risk court case, too, Coleen Rooney is forging a reputation absolutely of her own.
Currently, she is in the jungle in Australia, competing in the latest series of I’m a Celebrity … Get Me Out of Here! – another potentially precarious move, but one she appears to be taking in her stride.
“She is resolute and she is smart,” said the PR consultant Mark Borkowski. “When Coleen was at the heart of things attending events as a WAG, that wasn’t really her. That is not what she was, and it is not what she is now.”
Coleen Rooney among other wives and girlfriends at the World Cup in Germany in 2006. Photograph: Mark Large/ANL/Rex/Shutterstock
Once the show is over, he predicted TV companies would be “falling at her feet” in an effort to sign her up – though his prediction came with a caveat.
https://www.theguardian.com/uk-news/2024/dec/06/the-rise-of-rooney-coleen
Gregg Wallace warned outburst could be ‘career-ending’ as he – goes rogue
Birmingham Mail
In his Instagram post, Wallace stated, ‘I’ve been doing MasterChef for 20 years, amateur, celebrity, and professional, and I think, in that time, I have worked with over 4,000 contestants of all different ages, all different backgrounds, all walks of life. Apparently, now that I’m reading the paper, I see that there were 13 complaints at that time.
“I can see the complaints coming from a handful of middle-class women of a certain age, just from Celebrity MasterChef. This isn’t right”. However, PR and crisis management expert Mark Borkowski told Mail Online that it’s almost certain the star has ignored his PR team’s advice with his outburst.
Borkowski advised the publication, “The first law of PR in a crisis is never to let your emotions rule your Instagram.” Several individuals have spoken out against Wallace, including Sir Rod Stewart, who condemned the star for “humiliating his wife”.
https://www.birminghammail.co.uk/news/showbiz-tv/gregg-wallace-warned-outburst-could-30495557
As a PR man, I look at Gregg Wallace and see an ego gone rogue – and a strategy only Trump would endorse
The Guardian
Let’s discuss Gregg Wallace and his white-van-man alter ego. A man who has turned his once reliable MasterChef charm into a full-blown case study in professional implosion. Watching him navigate his downfall has been like observing a soufflé collapse in slow motion: utterly predictable, yet still oddly fascinating.
There are issues aplenty arising from the allegations levelled against him of inappropriate sexual banter: issues about power relationships, gender relationships, workplace culture, fame and the media. But from a PR standpoint Wallace has served up a textbook example of what not to do: a misjudged mess of ego, tone deafness and a remarkable failure to adapt to the world after #MeToo. And today, an apology hoping to nullify what he said about it all just yesterday. If this is going to plan, what plan was that?
Let’s be clear: Wallace’s alleged behaviour – sexualised jokes, swaggering about the studio in nothing but a sock, and generally cultivating an atmosphere so toxic you could bottle it – reads less like harmless banter and more like a relic of a bygone era when ITV primetime blithely commissioned the crass racial and cultural machinations found in sitcoms Love Thy Neighbour and Mind Your Language.
And therein lies the crux of Wallace’s failure: he has been applying an outdated formula for fame, ignoring the cultural shifts that demand emotional intelligence and humility from anyone lucky enough to anchor a much-loved show from the “national treasure” wing of the terrestrial stable.
The entertainment industry has always had an unspoken pact with its stars: charm the audience, and we’ll tolerate a few rough edges. But that deal comes with increasingly strict terms and conditions. Today’s audience expect their on-screen icons to embody the same values they project on set, and when they fall short the backlash is swift and unforgiving. Wallace’s inability to grasp this shift isn’t just a personal failing; it’s a professional catastrophe.
What is staggering here isn’t just the alleged behaviour itself, it’s the sheer incompetence of how this has been managed. Crisis PR 101 dictates you get ahead of the story and more importantly don’t do anything that makes the PR tactics themselves the story.
The moment whispers of workplace impropriety emerge, the smart move is to acknowledge, apologise, reflect and reform. Instead, Wallace’s ego appears to have gone rogue and his reactive strategy appears to have been taken straight out of the Trumpian playbook. The result? A narrative so wildly derailed, it’s less a story and more a runaway train hurtling toward oblivion.
His down-the-lens vent about “middle-class women of a certain age” who dared to complain was not only catastrophically ill advised, but also painfully unoriginal. Blaming women for holding you accountable is immoral, but it is also the PR equivalent of seasoning a burnt dish with vinegar: it only makes things worse.
The BBC, always hypersensitive to scandal given the events of the past year or so, clearly saw the writing on the wall. Wallace has been swiftly ushered out of the MasterChef kitchen, leaving behind a legacy that’s less about culinary expertise and more about what happens when unchecked hubris meets the cold reality of 2020s workplace norms. Wallace failed to understand a fact crucial to the career he once had: in this era, the format is more important than the presenters.
Can he ever claw back from this mess? Well, stranger things have happened. And the formula for redemption is no secret: a sincere apology, demonstrable change and a long period of quiet reflection.
There is the Russell Brand approach of praying (literally, in Brand’s case) that a niche but lucrative YouTube community, or a new digital channel, picks up the wreckage. But let’s be honest, in Wallace’s case, that’s not likely.
The lesson is painfully clear: in an era when transparency and respect are non-negotiable, failing to adapt is a surefire way to cook your career. Wallace didn’t just fail to read the room, he bulldozed through it in a rampage of cloaked misogyny, victim-blaming and the kind of reckless bravado that’s no longer forgivable in the public eye.
Gregg Wallace isn’t just another fallen celebrity; he is a cautionary tale for an industry that thrives on the illusion of likability. Wallace’s downfall isn’t some Shakespearean tale of hubris; it’s a mundane story of a man who couldn’t comprehend the times, conditions and attitudes changing drastically around him; a frog who didn’t notice that the water was getting warmer.
In an era when respect, humility and adaptability are the ingredients for success or, at least, survivability, Wallace’s story is a stark reminder that the heat in the kitchen of public opinion is hotter than ever, and not everyone is cut out to handle it – even, apparently, the man from MasterChef.
https://www.theguardian.com/commentisfree/2024/dec/02/pr-gregg-wallace-ego-gone-rogue-strategy-trump
Gregg Wallace warned online outburst could be ‘career ending’ as he ‘goes rogue’
The Mirror
PR and crisis management expert Mark Borkowski told Mail Online, it’s almost certain the star has avoided the advice of his PR team with his outburst. “The first law of PR in a crisis is never let your emotions rule your Instagram”, Borkowski told the publication.
“What Wallace seems to have catastrophically miscalculated is the seismic shift in workplace norms,” he added. “Studios, like most workplaces today, are hypersensitive ecosystems. The top-tier talent is expected to lead with grace, setting an example for both on-screen colleagues and off-screen crew. “Bawdy” humour and inappropriate antics, once passed off as harmless personality quirks, now read as tone-deaf at best and career-ending at worst”
Borkowski claimed Wallace appears to only be listening to his ego and not the advice of his team. He claimed such an outburst could prove career ending for him.
https://www.mirror.co.uk/3am/celebrity-news/gregg-wallace-warned-online-outburst-34228757
Gregg Wallace has ‘gone rogue’ and was ‘ignoring PR advice’ when he blamed ‘middle class women of a certain age’ for accusing him of ‘sexualised behaviour’ on MasterChef… sparking a huge backlash
Daily Mail
Mark Borkowski, one of the UK’s leading PR gurus and crisis managers, told MailOnline today that Gregg is ‘only listening to his own ego’ – not advice – meaning his video about middle class women complaining is likely to end his TV career.
‘The first law of PR in a crisis is never let your emotions rule your Instagram’, he said. ‘The PR playbook his ego is referencing was written at the same time as Mrs Beeton was writing her cook books’.
‘What Wallace seems to have catastrophically miscalculated is the seismic shift in workplace norms. Studios, like most workplaces today, are hypersensitive ecosystems. The top-tier talent is expected to lead with grace, setting an example for both on-screen colleagues and off-screen crew. “Bawdy” humour and inappropriate antics, once passed off as harmless personality quirks, now read as tone-deaf at best and career-ending at worst.
‘The issue here isn’t just about bad jokes or offensive behaviour; it’s about a profound misunderstanding of evolving power dynamics’.
‘RAPE’ PROBE Man, 34, arrested over ‘rape’ of woman at London’s Groucho Club as venue is closed by cops
The Sun
The Groucho Club was established in 1985, catering to members of the media, entertainment and art industries.
Named after iconic comedian Groucho Marx, famous members have included Stephen Fry, Noel Gallagher, Harry Styles and Lily Allen among others.
Throughout its early history, the club garnered a reputation as a go-to venue for famous faces to let their hair down in privacy.
It has even been alleged that there was a dedicated room where members could buy cocaine.
However, the club is said to have taken a much calmer turn in recent years.
Mark Borkowski, who has been a member since 1985, said: “I have seen some extraordinary sights, but times have changed.
“You could not in any shape or form get away with the behaviour of a leading club in this day and age without being shut down.”
https://www.thesun.co.uk/news/32044627/man-arrested-rape-groucho-club-closed/
The renowned British brand that risks alienating its loyal customers
The Express
One recent study reported companies employing inclusive advertising enjoy an uplift in figures of 16% over the long term. It’s too early to know if Jaguar’s disastrous rebrand will impact sales of future Jags. Its new car will be released to the public early next month. Whether it makes Christmas wish lists is another matter.
Veteran PR expert Mark Borkowski is one of those urging restraint. He tweeted: “There’s clearly a grand plan unfolding here. I’ll be watching from the sidelines. “It’ll either soar to the heavens –or someone will be handed a concertina for an eternal gig at the gates of hell.”
https://www.express.co.uk/news/uk/1981628/renowned-british-brand-goes-woke
How Victoria and David Beckham handle parenting Harper despite criticism – exclusive
Hello Magazine
As one of the most famous families on the planet, many might have expected Victoria and David Beckham’s four children to be thrown into the chaos of Hollywood and perhaps dealt with some hiccups along the way.
Instead, Brooklyn, 25, Romeo, 22, Cruz, 19, and 13-year-old Harper have grown into respectable young people with their own ambitions and personalities.
PR and crisis advisor Mark Borkowski explained to HELLO! that the Beckham offspring are a “credit” to their extremely well-known parents thanks to their upbringing.
Mia Regan standing with Romeo Beckham, Cruz Beckham, Harper Beckham, David Beckham, Victoria Beckham, Brooklyn Beckham and Nicola Peltz© Gareth Cattermole
The couple share four children Brooklyn, Romeo, Cruz and Harper
Unlike stars of a similar ilk, the dizzying heights of fame and their starry lifestyle haven’t prompted Victoria and David’s four children to veer down a troubled path.
“Despite the criticism they have faced over the years, David and Victoria have always come across as very good parents,” Mark said.
“Even with such a publicly visible life, they have managed to bring up the kids well and that comes down to sound parenting.”
Mark continued: “They’ve not got their kids running in and out of rehab, like many celebrity couples in Hollywood.”
This was made more than clear in David’s successful Netflix release, Beckham, an open and honest docu-series that gifted him millions of streams and a Primetime Emmy Award, in which he detailed the highs and lows of his stellar footballing career, his humble, working-class upbringing and how he wanted to instil similar values in his children.
Prince Harry’s run to ‘salvage’ what he can with Meghan Markle laid bare
Geo News
Prince Harry’s chase to find his lost star power has just become a topic of major discussion.
UK PR specialist Mark Borkowski made public the ‘real reason’ he feels caused the coupe to separate, on a professional sphere.
He began by noting that it started when the couple came to a realization, a bit earlier on that their “star power wasn’t as successful as they hoped.”
Hence while talking about their split he said, “There has been a separation [of their work] for a while. Harry is ‘going back to basics’ with a formula that worked well for him as a Royal Family member,” but “there’s also the realization that the couple’s ‘star power’ wasn’t as successful as they hoped.”
Trump and Brexit: a rejection of systems out of touch with the masses
The Influence Online
People aren’t connecting with mainstream media’s narratives anymore, they crave something raw, unfiltered, and, above all, entertaining
By Mark Borkowski
Do we have a blind spot? Is there a delusion we can’t see? When Trump won in 2016, and Brexit divided the nation, the “experts” didn’t pause to question what they missed. Instead, they cocooned themselves in an echo chamber, stuck in a loop talking about interference and manipulation. Looking back, they were utterly disconnected from Edward Bulwer-Lytton’s “great unwashed.”
It’s about time we recognised that Trump and Brexit weren’t random flukes; they were seismic rejections of a system out of touch with the masses. We see more and more polarisation across the media and in our everyday lives, that anyone who opposes our worldview is ignorant or dangerous.
Waning institutions
This has led to a new dynamic emerging – the influence of legacy institutions is waning, overtaken by voices like Joe Rogan and Elon Musk. Why? Because people aren’t connecting with mainstream media’s narratives anymore, they crave something raw, unfiltered, and, above all, entertaining.
These voices appeal to the increased polarisation and Trump, channelling the ghost of PT Barnum, understands this better than anyone. His soundbites are forged in the pantomime of WWE – political theatre designed to thrill, where connecting with the audience trumps decorum. This is precisely the appeal for his supporters: it’s visceral, unvarnished, and miles away from the policy talk insiders cling to.
The 2024 election has cemented this profound shift. Traditional gatekeepers, once the arbiters of truth, are being replaced by a decentralised network of influencers who understand that perception is now the currency of influence.
Consensus or connection
We’re entering an era where people craft their own reality, gravitating toward voices that resonate emotionally rather than those conforming to the old rulebook. In this landscape, truth is less about consensus and more about connection.
This shift doesn’t diminish the critical role of journalism; it underscores the need for storytellers who can adapt and who understand that capturing the public’s attention today means meeting them where they are, not where we think they should be.
Nevertheless, our industry must pay attention to the real pulse of change – it isn’t coming from newsrooms but from the disruptors and showmen who know that, in this new era, the performance is the message.
Strictly’s Graziano Di Prima breaks silence for first time in months after being axed from BBC series
The Mirror
His message was met with a wall of support from those who have been eager to see what he does next. One wrote in response to his video and message: “This is the moment I and all the people who love you have been waiting for! Welcome back my dearest wonderful friend. I am so immensely proud of you! You lead by example with your strength, determination, resilience, not to mention your talent. Go Graz and keep dancing for us forever! Love you.”
Graziano brought shame on Strictly when it was revealed he had kicked former Love Island contestant Zara while they worked together on the 2023 season of the show. PR agent Mark Borkowski told the BBC in July: “There is never a time when kicking, or any sense of that is right. And he knows that. He knows he’s made a mistake. He apologised at the time.”
https://www.mirror.co.uk/3am/celebrity-news/breaking-strictlys-graziano-di-prima-34094688
Mike Tyson v Jake Paul is the apex event of content masquerading as sport
The Guardian
Mark Borkowski is the public relations maestro who has worked with everyone from Mikhail Gorbachev to Diego Maradona to Jim Rose, an American exhibitionist who used to hang weights from his penis. Borkowski also helped Ian Botham recreate Hannibal’s walk across the Alps with elephants, and, for his sins, was the mastermind behind Cliff Richard’s Saviour’s Day reaching Christmas No 1, despite minimal radio play. So who better to talk about the biggest sporting stunt of the year, Mike Tyson’s fight against Jake Paul, which will be streamed into 300m homes via Netflix this weekend?
Instinctively, as I told Borkowksi, I hate the idea. Most boxing fans do. It sells a myth that wasn’t even close to being a reality in 2004, let alone 2024: namely that Tyson is one of the most ferocious warriors alive, not a 58-year-old who lost 26lb in May after an ulcer flare-up that left him throwing up blood and defecating tar. It risks Tyson’s boxing reputation and his health. And, Netflix’s lavish promotion aside, it feels more like a sham or a circus than a genuine sporting event.
But I may be wrong. Certainly Borkowksi thinks so. He believes the fight is straight out of the playbook of PT Barnum, the greatest showman of all and a curator of the absurd and extraordinary, who instinctively knew what the public wanted long before they did. And that it will cut through to the masses.
“Barnum understood how to engage the crowd – the great herd, the great unwashed,” he says. “This fight is about opportunism. It’s about creative thinking. And it is already generating the oxygen of publicity, which is always an indication that something is going to be very successful.”
As Borkowski points out, it taps into two big markets: Boomers and Gen Xers, who grew up watching Tyson, as well as the younger generations who worship Jake Paul, many of whom will want to watch.
“A lot of people, particularly boys, project themselves into male influencers like Paul,” he says. “In some ways, they are their best mates – whether it’s watching them play Call of Duty, or seeing the Jackass-influenced generation of pranksters doing outrageous things on social. So they will be watching this. And so will those who grew up with Tyson in his prime. So while purists might sneer, there’s a market for this. And Netflix knows it.”
But it’s not entirely sport, is it? Borkowksi doesn’t demur. But he is not sure that it matters, as long as the fight – in the early hours of Saturday, UK time – delivers in some way. “The root of this fight is absolutely that of World Wrestling Entertainment,” he says. “It’s a fusion of sport and entertainment. You feel that part of it is staged. Will anybody get seriously hurt? I doubt it, given they are wearing 14-ounce gloves. So it is more WWE than WBA.”
He then delivers the ultimate endorsement. “I’d be only too pleased to come up with something like this,” he says.
Borkowksi isn’t alone in believing Netflix is on to a winner. Adam Kelly, the president of media of the global sports rights agency IMG, feels much the same way. And, having worked closely with the Ultimate Fighting Championship and Al Haymon to help promote and stage Floyd Mayweather versus Conor McGregor in 2017, he sees Tyson versus Paul as having similar crossover appeal.
Meghan Markle Is Making Big Moves With Her Cooking Show & This Unexpected Product
MSN
While she’s hoping to launch a lifestyle brand that’s as successful as Martha Stewart, fans have yet to see any products in her ARO line so far. That situation might be changing very soon, and it’s not the jam that will be making its way to people’s kitchens. According to the Daily Mail, the first product from ARO will be rosé wine, similar to Cameron Diaz’s Avaline or Brad Pitt’s (and formerly Angelina Jolie’s) Château Miraval. The outlet describes the decision to launch a wine brand as “aspirationally marketable” and “financially lucrative.”
PR consultant Mark Borkowski told The Daily Beast that he’s watching the Duchess of Sussex’s marketing moves carefully with her cooking show and new products. He explained, “If she has listened and learned and is comfortable in this new role as a kind of sub-Martha Stewart, sub-Oprah, this could be a relaunch to something new and interesting.” Borkowski believes that Meghan “will always generate massive interest” from the media no matter what she touches.
“She brings eyeballs and that means there is a long line of people who would still want to align with her,” he added. “She will always attract somebody who will want to leverage her brand.” The Daily Mail also thinks her rosé launch will also inspire high-end barware, including elegant glasses and other essentials in a “classic, but expensive, style.” It sounds like the perfect pivot for the Duchess.
How Musk & Rogan helped power Trump’s win …Tech & Science Daily podcast
The Standard
Donald Trump has been re-elected as Republican president of the United States, beating his Democratic rival Kamala Harris by a considerable margin.
Tech & Science Daily looks at Team Trump’s digital communications strategy, Elon Musk’s backing and Republican’s important decision to bet big on podcasts, notably Joe Rogan, in contrast to the Democratic candidate’s media gameplan.
You can hear expert insight from with Mark Borkowski, founder of the Borkowski PR agency, which specialises in crisis and digital communications.
Inside Prince Harry and Meghan Markle ‘separate lives’ rumours from solo events to pal’s shutdown
Mirror
It came after Harry attended a charity event for first responders held by Hollywood actor Kevin Costner without Meghan, who was reportedly sick and was unable to attend – several weeks after their joint trip to Colombia. The apparent pursuit of separate careers has also seen rumours swirl about their private life with one report alleging Harry spent the night of his 40th birthday with pals on a hiking holiday instead of his wife.
However, a source close to the couple told The Sun : “It is normal for couples to not do everything together” – and said it was Meghan who arranged the trip for her husband. But even Harry and Meghan’s local newspaper, t he Montecito Journal picked up on the gossip surrounding the couple about their “increasingly separate lives”
However, experts have explained why the couple appear to be on separate paths – especially when it comes to their careers. PR expert Mark Borkowski told The Telegraph that the Sussexes’ “separation of work” has been ongoing for a while now, especially as Meghan works on her new American Riviera Orchard brand.
And he believes the reason behind their solo appearances is because their “star power” as a couple that they believed they might have had when they dramatically quit their royal roles “didn’t work”. He explained: “They had to change the narrative. They need a venture that deflects from the failures.
“The charity aspect impresses upon everybody that he [Harry] does have value beyond the controversial stuff. It has the effect of separating them from the bad press and the failed content ideas. The punters still have time for Harry.”
https://www.mirror.co.uk/3am/us-celebrity-news/inside-prince-harry-meghan-markle-33968433