Bell Pottinger admits work was 'inappropriate and offensive'

Bell Pottinger, in a statement, admits its social media campaign highlighting economic emancipation was "inappropriate and offensive".

Its chief executive James Henderson confirms the firm has appointed the leading independent international law firm, Herbert Smith Freehills LLP, to review the account and work done. 

He says while the inquiry is still ongoing, the firm has dismissed the lead partner involved and suspended another partner and two employees in a bid to determine their precise role.

"We have already been shown interim evidence which has dismayed us. Much of what has been alleged about our work is, we believe, not true - but enough of it is to be of deep concern. There has been a social media campaign that highlights the issue of economic emancipation in a way that we, having now seen it, consider to be inappropriate and offensive," Henderson says in the statement. 

Bell Pottinger stopped all work for Oakbay Capital three months ago. It follows increasingly strong social media attacks on its staff and South African business.

"These attacks on, and criticisms of, our staff continued and were clearly the result of strong and sincere anger. Most seriously, it was said that we had supported or aided campaigns to stir up racial division in South Africa. Therefore, we called in the leading independent international law firm, Herbert Smith Freehills LLP, to review the account and the work done on it."

He says the investigation is expected to be completed in the next few weeks. 

"We intend to publish the findings of that report and take appropriate action. At various points throughout the tenure of the Oakbay account, senior management have been misled about what has been done."

The firm has since apologised. 

"We wish to issue a full, unequivocal and absolute apology to anyone impacted. These activities should never have been undertaken. We are deeply sorry that this happened."