A top reputation firm, Terakeet, undertook an extensive campaign for Goldman Sachs to suppress online links between its general counsel, Kathryn Ruemmler, and Jeffrey Epstein. Internal recordings reveal CEO Mac Cummings personally championed the effort, describing Ruemmler as a future Supreme Court justice.

Over 20 months, Terakeet deployed its costly digital tradecraft—creating positive content to push negative stories down Google search results—aiming for 80% favorable rankings. The firm, which bills clients $5 to $10 million annually, used algorithm-placating tactics similar to those Epstein himself unsuccessfully tried.

Despite these efforts, the association remained prominent in public view. The failed project underscores the limits of even elite reputation management when confronting documented ties to a convicted sex offender, proving Warren Buffett's adage about reputation damage.