The veteran PR guru to the stars once had David Blunkett as a client during his early backbencher days.
Unfortunately the relationship fell apart when Blunkett, subsequently Tony Blair's Home Secretary, decided some of Max's advice about his public image fell well short of expectation.
'I spent thousands on the guide dog question,' Blunkett explained, 'expecting Max Clifford to pitch it just right and pair me up with the right kind of pooch.
'Come the day my first lovely Labrador Retriever arrived Max totally flipped his lid and begged me to change my mind.'
'Don't do it, David,' Max begged me, 'have you any idea just how many of this breed's owners end up going blind?'