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Tony Abbott second most-hated personality as politicians enter Encore Score for first time

Brooke Hemphill, Grant Bell, Paul Chan and Ben Welch

Brooke Hemphill, Grant Bell, Paul Chan and Ben Welsh

Prime Minister Tony Abbott is the second-most hated personality in Australia according to the Encore Score, the results of which were revealed at today’s Mumbrella360.

It was the first year politicians were entered into the Encore Score mix, with Joe Hockey, Clive Palmer and Pauline Hanson also ranking in the bottom ten.

Speaking at today’s Mumbrella360 conference Grant Bell, co-owner of The Acid Test, said: “This year we had more celebrities, 1,173. This year we’ve included more sports people, some politicians and some celebrity chefs.

“Politicians didn’t do very well at all, the only positive ones were Julie Bishop and Tanya Plibersek.”

The Prime Minister was only kept off the bottom of the table by disgraced entertainer Rolf Harris, but both men pushed out KiisFM DJ Kyle Sandilands who has held the most-hated position for 2012 and 2013 Encore Score reports. Hugh Jackman held onto his position as Australia’s favourite personality.

The spree of gambling ads fronted by bookie Tom Waterhouse, now head of William Hill in Australia, also did him no favours as he came in the bottom ten on the list.

Launched in 2012, the Encore Score is a survey of the public designed to gauge the popularity of Australian personalities. Using a list of more than 1,000 local and international names that have graced Australian screens, radio, magazines and billboards, the Encore Score asks 3,000 everyday people which of these names are their most or least favourite.

M&C Saatchi executive creative director Ben Welsh said casting the right people definitely has an affect on ROI.

“If they’re the right person and the right fit with the brand, and a lot of people aren’t the right fit,” he said.

Welsh said the casting of Nicole Kidman in the recent Etihad campaign “was absolutely the right choice”.

“She comes across as being a nice person,” he added.

On the casting of Josh Thomas as the face of Optus’ Live More Yes campaign, he said: “The client didn’t actually know who he was.

“He wasn’t the first thought, but when we considered the target audience which was very much Australian millennials who are much more switched on and have a greater hunger for doing things and their own personal success, Josh Thomas had just done a big deal in the US for his show there.

“He resonated massively, he’s worked phenomenally well.”

Welsh admitted Thomas was “polarising”, but said he was the right choice because he was unexpected.

“He kind of embodied the live more yes idea.”

Celebrities, brand managers, agents and advertisers are now able to purchase the data for the first time by visiting The Encore Score website.

Australia’s top 10 favourite celebrities:
  • Hugh Jackman
  • Cate Blanchett
  • Eric Bana
  • Olivia Newton John
  • Anh Do
  • Hamish Blake
  • Rebecca Gibney
  • Amanda Keller
  • Nicole Kidman
  • Simon Baker
Australia’s least favourite celebrities (lowest first):
  • Rolf Harris
  • Tony Abbott
  • Kyle Sandilands
  • Joe Hockey
  • Clive Palmer
  • Pauline Hanson
  • Ben Cousins
  • Tom Waterhouse
  • Brynne Edelsten
  • Lara Bingle
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