Interesting piece in the Telegraph. Named publicist has this to say:
"What do the experts think? Mark Borkowski, who runs a PR agency and has written a book on the dark arts of showbiz publicists past, The Fame Formula, avers that even though Hiddleston’s name is now everywhere in the run-up to the Emmy Awards next week (he’s nominated for Lead Actor in a Limited Series of Movie) the episode has done him no favours.
He suspected contrivance from the off, given that The Night Manager had done respectably well in the States but had not enjoyed the same phenomenal response as it did back home.
“The manner in which it broke, in a part of the world where the paparazzi scalp-hunters are everywhere, struck me as unusual,” he says. “Playing with the media when you are A-listers – Taylor is one, Hiddleston could have been one before this – was shocking. It was from the Kardashian school of generating those 'it was true at the time' rumours. They had those t-shirts made, he had 'I love Taylor' printed on his arm in make-up… If you talk to agents in Hollywood they thought it was a very desperate way to generate interest."