Mauboy’s Melbourne Cup Shoe crisis building as a PR ‘how not to’ case study
The stoush over Jessica Mauboy’s sudden withdrawal from singing the national anthem at the Melbourne Cup – reportedly over a pair of shoes – is damaging both the Myer and DJ’s brands fashion PR and sponsorship experts agree.
Mauboy pulled out of the centre stage performance with just minutes to go, blaming her decision on fiery argument between minders and event organisers over her wearing David Jones shoes at the Myer-sponsored event.
The story has grabbed the attention of mainstream media and this morning Mauboy revealed to News Corp publications that she panicked as the argument unfolded around her over the “styling mishap”.
John Burgess of Sponsorship HQ, said there was always a danger that things could go wrong with huge, complex events, particularly where stars with personal sponsorship arrangements were concerned.
“Stars are assets that have tiered sponsorships across categories and something that you have to navigate,” said Burgess.
What is wrong with corporate people today … Can no one do their job anymore. Oh how I would like to say more on this subject. Anyway, staying on topic, both sides of this stupid outcome are to blame.
Firstly, the VRC in signing an artist to sing should have a contract ready to give to the supplier (Mauboy and her management) and within that contract, what is expected of her should be detailed. Forget sorting things at the track. VRC staff should have offered attire options (including shoes) to them to choose which are then delivered to Mauboy or taken to the track for wardrobe change there. Main thing is that Mauboy’s side know what is expected of them and get it done. As for Mauboy’s management, you should know about such things and you should have been in contact with VRC checking the finer points and getting things done. To all people involved, do your bloody job. Absolutely a joke. Obviously you all majored in a second degree at Uni .. Thoughtless, talentless and just plain useless.
Her management is clearly at fault. Her people should have known the Melbourne Cup’s major sponsor is Myer. If there was going to be a clash of sponsors, they shouldn’t have accepted the gig. It’s damaged her reputation.
Spend a day in the shoes of a manager of a star [no pun intended] and then you can make judgement.
There are more moving parts than one can ever imagine and not every scenario can be assumed.
Have been part of plenty, seen plenty and solved plenty – it can be a nightmare.
If the VRC engaged her to perform, the responsibility to lock every detail down for their brand and sponsors clearly sits with them, not Mauboy’s management.
Totally agree with @Steve. Does nobody do detailed work anymore? Doesn’t everyone know the devil is always in the details when working on (especially humongously) large-scale projects, and when dealing with celebrities who 99% of the time, are engaged to endorse brands. This kind of disagreements should have been sorted at least a week out if not more, not 5mins before she’s meant to go onstage. duhh..
Sydney2100, your way of thinking is what is wrong with the system today. To suggest Mauboy’s management has no responsibility whatsoever is just plain crazy. Maybe you work for her??? If the management were any good and on the ball, they would have eliminated the problem before it even existed, thus allowing Mauboy to perform. I’m old school, retired and I have no time for excuse-based, not-my-problem, types who suck on Tim Tams and coffee all day. When I was mentored (yes, someone actually taught me to be brilliant) we were taught to consider any possibility that could arise in managing our job. We were taught to be accountable!!!!!!! No one dropped Elton John’s piano on my watch Sydney! Cheers Michelle.
Steve. Never suggested that management had no responsibility. But as a client who regularly engages talent for TVC’s shoots or appearances the buck stops with me to make sure every detail is sorted. The AJC are huge, have plenty of moving parts and have let a detail slip that may have caused a situation where there are no winners.
What a ridiculous situation! Who the hell cares what shoes she is wearing? Nobody can tell and they don’t care. Seriously, Myer needs to get their heads checked. This is such a micro-matter of futile nothingness. Who care if she wasn’t wearing Myer shoes? Is this what society has become?
Anyone who saw Jessica sing at the grand final will know nobody does it better. Absolutely brilliant! We all missed out here. I’m just glad it was the racing industry – who gives a shit about those animal whippers.
If only those PR people had higher ATARs this never would have happened.
@Pepsi Monster HA!
I’m with Marty.
A bloody storm in a precious tea cup!
Haha @Pepsi Monster! More likely one of those poor slaves on a’fabulous three month no pay but great for your folio’ internships. Unfortunately didn’t come with a damage control lesson. This one won’t make the pool room.
I think some of the criticism should perhaps be directed at the VRC. Perhaps they are too militant in protecting their sponsors. Ironically, as much attention has been now placed on her David Jones shoes in the process.
Mauboy and her management are now claiming it was a panic attack. Has she not heard of the old trouper saying: “The show must go on”? She also later failed to perform a song dedicated to Bart Cummings & his family. It’s not the first time she pulled out of a gig at the last minute too btw. She failed to show for Flemington’s Beautiful Girls Fashion Lunch performance in 2013 (Kate Ceberano was called in the last minute to sing).
I find I always sing better in Jimmy Choos.
Myer and DJs have both got far bigger problems that Jess Mauboys shoes.Like this thing they haven’t figured out called the Internet. Go to Nordstrom or a host of others and you’ll never go back to the brothel that is DJs or Myer.
Little things amuse little people.
Perhaps spend some money on a decent online store as opposed to shoes that no one will see or give two shits about