Gillette is right to stand by Thierry Henry

While the brand understands that an association with such a talent can leave you open to crisis, it also realises that rival brands will queue to associate themselves with him on the basis that you just can’t ignore Thierry Henry.

We should also remember that it is this provocation and interest which makes personalities like Henry worth associating with in the first place. Not just for their talent on a football pitch, but the global interest in their lives.

Back in 1998 David Beckham was that most hated man in England for getting sent off in the World Cup. Today, he is loved by more than those who deride him and is coveted by brands. As part of any successful association with a “talent”, brands need to take the rough with the smooth.

David Atkinson,
Managing partner, Space

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