HE'S like the Fonz, only not as cool.

07:52 HE'S like the Fonz , only not as cool. 0 Comments

Celebrity agent Max Markson (left) is in damage control after calling model Didier Cohen a "self-confessed cocaine addict." Picture: Channel Nine / Supplied

Struggling to say he was w-w-w-rong over his drug slur against Didier Cohen on The Celebrity Apprentice Australia, super spruiker Max Markson was forced to say he was sorry, over and over and over again yesterday.

Rounded on by the show's million-plus viewers, Markson did some serious grovelling to the American model he tried to shame to save his place in the series.

It didn't work, with both Cohen and Markson "fired'' from the show this week.

But the fallout continues for the PR man, who tried the charm offensive to save face.