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Clients and agencies around the globe appear to have different perspectives on the issue of brand ambassadors being dropped or asked to step down for misdemeanours, or tend to interpret and place wrong doing in different degrees. But most marketing communication practitioners in Nigeria strongly believe that clients should drop a brand ambassador whose messy affair is exposed to the public. Out of 30 marketing communication practitioners interviewed on this issue, 26 were categorical that they would not condone or advice clients to stick to such brand ambassador who engaged in a messy affair, while four favoured a long process before taking a decision. For instance, a public relations manager with Coca Cola, Clem Ugorji, observed that to drop a misbehaved brand ambassador is a natural thing to do. According to him, no serious brand would allow the misdemeanour of a brand ambassador to rub off on its image. Also, Soji Odedinan of 141 Worldwide Advertising Agency agreed with Ugorji that the standard relationship globally is to drop the misbehaving brand ambassador, "otherwise, the negative vibrations so generated by the actions or inactions of the ambassador would affect the brand. Some might argue that negative news run faster and might increase awareness for such brand, but I say what suffers eventually is the brand's positive perception rating." Sublime Communications operations manager, Lanre Baiyewu, however, would not advice clients to drop such misbehaving brand ambassador immediately. He based his argument on the fact that such action would generate a lot more media attention> "Rather, I would advice a stop in all communication materials involving the said brand ambassador, and do a release without emphasising the brand position in support of what is right, which the ambassador violated." To Tola Bademosi, managing director of BD Consult, there should be proper investigation into the matter; then have a dialogue with the brand ambassador before taking a decision. But in his reaction, the Head of Corporate Communication of NAHCO, Demola Akinbola said such brand ambassador would be dispensed with if he/she is found guilty of breaching any of the core values of the company which he/she represents. "A brand ambassador should be the face of the brand, he is a role model for other employees, and must live the values and essence of the brand, otherwise the brand equity will be eroded," he noted. Zain's communication manager, Emeka Opara, also agrees that he would advice that the brand ambassador be dropped for misbehaviour; because the negatives that will emit from such messy affair will rub off on the brand. Samuel Adenekan of Nestle Nigeria and Toks Modupe of TPT International, a PR firm, did not agree less, they all said 'yes,' they will favour sacrificing the brand ambassador. In contrast to Nigeria's marketing communication managers' views, who spoke in favour of dropping the misbehaved brand ambassador, mid this year, a popular footballer who represents a top brand was involved in wrong behaviour in UK, but the brand still retains him as ambassador in Nigeria. Last week, Gillette said it would stick by its brand ambassador Thierry Henry, in the wake of his controversial handball goal, which dashed Irish World Cup dreams. According to reports, Henry handled the ball twice before crossing for Gallic teammate William Gallas to head home, eliminating Ireland from the contest and sparking a storm of outrage. But Gillette, which uses Henry in its ads, said it would not end its relationship with the former Arsenal star. Globally, celebrities in different fields are perceived as 'rare personalities with aura of greatness and capabilities to ignite supersonic excitement in fans. By this reason, their popularity are believed to naturally possess the power to influence consumers to swap loyalty to the endorsed brands,' and it could be based on this that Jide Sokoya, who is the publicity secretary of OAAN, maintained he would be careful in advising for the drop of such misbehaving brand ambassador, especially if he is still winning laurels.