Jessie Stephens & Froomes lead brand fit in talent index 2025

Jessie Stephens has been identified as the personality best suited to endorse Australian technology brands, while digital creator Froomes is considered the leading fit for telecommunications campaigns, according to Talent Corp's 2025 Australian Talent Index's Top Talent Report.

The report presents detailed findings based on a survey of over 4,000 Australians, conducted by Lewers Research. Respondents evaluated more than 500 personalities, offering their opinions on each across a range of measures, in what is described as the first comprehensive talent measurement system of its kind in Australia.

Top fit for brands

Jessie Stephens, known for her roles as executive, podcaster, and author at Mamamia, was found to be the most suitable for technology brand endorsement. Digital creator and comedian Lucinda Price, known as Froomes, was judged the top personality for telecommunications campaigns and also placed second for technology endorsements.

Stephens, a regular on Mamamia Out Loud and Cancelled podcasts, has built a profile addressing topics such as motherhood, mental health, and current affairs. Her work alongside Mamamia founder Mia Freedman and Holly Wainwright includes sold-out live shows across Australia.

Froomes has a background as a writer and comedian, with experience in digital content production. Starting her career at Pedestrian, she has continued as a producer and presenter, earning a nomination for Best Digital Creator at the 2022 AACTA Awards. Froomes has previously partnered with brands like Tourism NSW, Dan Murphy's, and Nandos.

Results by sector

Television and radio presenter Danny Clayton, who is also known for his work as a DJ and gaming show host, was ranked third for technology brand endorsements and second for telecommunications providers. Clayton has received four ASTRA Award nominations and presents The Wrap Up for Red Bull as well as The Science of Supercars for Apple TV.

The report provides a ranked list of the top personalities for both technology brands and telecommunications provider endorsements. In addition to those already mentioned, the lists include figures such as Grace Gill, Greg Martin, Lucy Zelic, Michael Hing, and Mitch Churi.

Methodology

The Australian Talent Index, underpinning the report, subtracts the proportion of respondents who disliked a personality from those who liked or loved them. This results in a score ranging from -100 to +100, offering an overall measure of a personality's appeal. The report also includes qualitative descriptions, with respondents providing emotive associations and word responses for each personality.

Most popular personalities

Robert Irwin, host of Network 10's I'm A Celebrity Get Me Out of Here!, was named as the most popular broadcast personality in the nation for the second year running. Irwin secured top rankings among both male and female audiences. Comedian, podcaster and TV personality Andy Lee ranked just behind Irwin, for the first time ahead of his long-term collaborator, Hamish Blake.

Mark Noakes, Managing Director of Talent Corp, explained that the index is designed to capture more than just popularity through social media metrics:

"The Talent Index was created to meet the industry's need for robust, data-driven metrics that measure a personality's appeal, that goes far beyond social media likes and engagement."

"Our 2025 Talent Index confirms that audiences respond strongly to personalities who combine authenticity with reach. We also looked at a range of industry categories, including technology brands and telecommunications providers, to delve more deeply into those TV and radio personalities that resonate positively with consumers and were the best fit for brands in these categories."

"Celebrity endorsements from brands are big business and for marketers, the Index is more than a popularity ranking, it's a data-driven tool that highlights which personalities can deliver tangible engagement and with the broadest possible audience in a demographic that you won't be able to find in Chat GPT or Google's Gemini."

Lisa Lewers, Founder and Managing Partner at Lewers, said the index continues to offer valuable information for brands:

"The Talent Index continues to provide an unparalleled view of how talent resonates with Australians, and we are excited to be involved again in 2025."

"For marketers, understanding these insights is critical. It's not just about awareness or visibility; it's about knowing which personalities drive brand perception, engagement, and ultimately, ROI."

The report notes that the role of celebrity endorsements remains highly significant for marketing. Data-driven insights into talent resonance are positioned as key to helping brands maximise campaign impact and engagement with Australian audiences.