Decision to hire Adam Goodes won’t ‘backfire’ on David Jones, expert says

A marketing expert has hit back at suggestions David Jones’ recruitment of Adam Goodes as a brand ambassador will ‘backfire’ on the department store.

A social media storm erupted on Monday when it was revealed the AFL great would feature in a new campaign for the brand.

3AW Drive host Tom Elliott also questioned whether it was a good business decision, given the controversy Goodes had courted recently.

But Dr Con Stavros told 3AW Mornings it was a good appointment and ‘suited’ the brand well.

‘I don’t think it’s going to backfire on them, at all,’ he said.

‘I think they’re well entitled to choose whoever they want to.’

Dr Stavros said you could argue the appointment had already worked.

‘I didn’t know they had a brand ambassador program until yesterday,’ he pointed out.

LISTEN: Dr Con Stavros shares his view on the issue with Neil Mitchell