Rudd 'doesn't need to change image' THE man behind the Kevin '07 campaign says the recently returned prime minister doesn't need to "remake" himself. Kevin Rudd has maintained his public popularity despite the fact he's considered dysfunctional and difficult to work with by his party, the parliament and the media, Neil Lawrence said on the ABC's Q and A program on Monday. His public image doesn't need significant alteration, but Mr Rudd needs to present himself as "much more collegiate," Mr Lawrence said. Advertising guru Todd Sampson said Mr Rudd was "a unique product to sell" as he's loved by the public but despised by his own party. "Which basically means he's loved by those that don't know him and hated by those that do," he added. Mr Sampson also said it would be in the Prime Minister's interest to have the election as early as possible. "Like most products the longer people think about a purchase, the less likely they are to make it," he said on Q and A. Spin doctor Sue Cato disagreed with Mr Lawrence and Mr Sampson, saying a lot of people support him. "It's an easy, populist thing to get up that he's hated by everyone in his party but I think it's bunkum," she said. When asked for her view, health minister Tanya Plibersek said she was "troubled" by the way parliament and political leadership was assessed like a sporting competition. Talk of leadership, popularity and polls prompted an audience member to ask when the Liberals would follow Labor's lead and install the popular Malcolm Turnbull as leader. Liberal MP Sophie Mirabella didn't directly answer the question but pointed to Tony Abbott's record of "getting the measure" of both Mr Rudd and former prime minister Julia Gillard. She then said Mr Rudd should call an election so voters could decide who they wanted to govern.