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Mumbrella 360 Video: The Encore Score

In the latest series of videos we present highlights from this year’s Mumbrella360 conference.

Co-Owner of The Acid Test Grant Bell, CEO and founder of Pureprofile Paul Chan and M&C Saatchi creative director Ben Welsh discuss Australia’s most definitive benchmark for the public’s perception of celebrities, The Encore Score, moderated by Encore Score curator Brooke Hemphill.

Here, the panel discuss the most successful celebrity-led campaigns and influencers who have declined in popularity over the last year.

This video was produced by 90 seconds for Mumbrella.

Find out more about the Encore Score and how it could be used for your next campaign by clicking here.

Timeline of the conversation:

  • 1:29: Brooke Hemphill to Grant Bell: Can you tell us a little bit about the process of collecting the Encore Score data?
  • 3:03: Brooke Hemphill to Grant Bell: Here is the Top 25. Can you talk us through a couple of people at the top who are doing well?
  • 4:39: Brooke Hemphill to Grant Bell: Here’s the list of the Bottom 25…
  • 6:37: Brooke Hemphill to Grant Bell: You have some findings that you were going to talk us through here…
  • 12:45: Brooke Hemphill to Paul Chan: Can you tell us a bit about what PureProfile does and how they were involved with the Encore Score?
  • 14:00: Brooke Hemphill to Paul Chan: You’ve done come research into celebrities before looking at celebrity ‘cool’. How do you think ‘ccol’ factors into something like the Encore Score?
  • 14:58: Brooke Hemphill to Ben Welsh: When it comes time to casting an ad or a campaign, how does this sort of information factor into the process for you?
  • 17:17: Brooke Hemphill to Ben Welsh: M&C Saatchi recently cast Nicole [Kidman] in an Etihad ad campaign, can you tell us a little bit about the process behind that?
  • 18:49: Brooke Hemphill to Ben Welsh: Toni Collette. You cast her in the Commbank ‘Can’ campaign…
  • 19:56: Brooke Hemphill to Grant Bell: Maybe Grant can tell us a bit about her data?
  • 20:26: Brooke Hemphill to Ben Welsh: Was there a particular demographic you were working towards with that campaign?
  • 20:50: Brooke Hemphill to Ben Welsh: Can you say roughly what sort of ball park figure you’d be looking at if you said you’d want to cast Toni Collette in this ad? For how much money would Toni put her hand out and say ‘Thanks Ben’?
  • 21:28: Brooke Hemphill to Ben Welsh: Do you think casting the right person really does have an effect on ROI?
  • 22:26: Brooke Hemphill to Paul Chan: I know you have looked into the cost of hiring celebrities for perfume campaigns and whether or not there’s a return on investment there. Did you have anything that you wanted to add on that?
  • 23:22: Brooke Hemphill to Ben Welsh: Tell us a little about Josh Thomas for Optus.
  • 26:42: Brooke Hemphill to Grant Bell: We’ve got Paul Murray’s Encore Score here. Tell us about Paul, where he needs to improve?
  • 29:03: Audience: How did you choose the 100 celebrities?
  • 30:06: Audience: What trends did you notice around sporting celebrities and TV and media focused celebrities?
  • 31:42: Audience: Is there scope to include YouTube celebrities or influencers?
  • 32:45: Audience: is it better to be known and hated than unknown and liked?
  • 33:52: Audience: What ad campaigns would you use Kyle Sandilands for?
  • 36:19: Brooke Hemphill to Ben Welsh: You mentioned everyone wants to cast Hugh Jackman, should he even be on the list?
  • 37:00: Brooke Hemphill to Ben Welsh: You’ve turned people into stars, haven’t you?
  • 39:21: Audience: What about stars on the decline? Like McEnroe and Bankwest?
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