Dr Mumbo

When a brand ambassador goes and nobody notices for a year

When you ditch a brand ambassador but no-one notices for almost a year, were they really worth it?

That’s probably the question Malaysia Airlines is asking itself today about tennis bad boy Nick Kyrgios, after reports emerged it had parted ways with the player in the Herald Sun overnight.

Malaysia Airlines started sponsoring Nick Kyrgios in December 2014

Malaysia Airlines ceased sponsoring Nick Kyrgios in December 2015

The Hun’s article revealed how as Kyrgios “lurched from one controversy to another — including allegations of tanking and a sordid sledging incident — the carrier decided against extending its partnership beyond a year”.

What it failed to mention was that partnership ended on November 30 last year, almost 11 months ago.

Which does, to Dr Mumbo’s mind, beg the question of the value of having someone as the face of your brand if no-one even notices when they’re gone.


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