Fortunately we were starting out with a man who already had a high profile, thanks to his foresight in having hired Hillgrove PR well before this natural disaster occurred in Pakistan. We represented Mr Caan while he rose to fame in his seat in the “Dragon’s Den” – a popular BBC TV series.

When it came to promoting his charitable foundation – particularly the appeal following the flood disaster – we were able to capitalise on his celebrity and place him at the forefront of commentary and appeals surrounding the floods on the UK national networks. Besides being highly visible in the broadcast media, we ensured Mr Caan’s fund-raising efforts were featured heavily in the national press.

• The immediate consequence of the intense PR campaign waged for Mr Caan in the aftermath of the Pakistan floods was a deluge of donations to the James Caan Foundation and other relief efforts, totalling many hundreds of thousands of Pounds.

• Mr Caan was heartbroken by the destruction he witnessed when he visited Pakistan and determined to help the affected communities rebuild their lives. A year on from the disaster his Build a Village Project has rehabilitated around 2,000 people in two villages.

• The effort to promote the James Caan Foundation is ongoing – besides building villages the Foundation supports a school in Lahore and there is no room for complacency.