In this video, voiceover artist Andrew Carlton introduces the concept of the advertising agency client and how having a strong relationship with a client can mean years and 100’s of thousands of dollars of work for a voice actor.
OK let’s look at The Client.
Firstly let’s get clear on some advertising jargon. In business in general, where a customer is someone who buys your product or service, a “client” is someone whom you must develop a relationship with in order garner and harness the business and have them choose you to provide the service. So a bank manager would refer to, you know, the people that come in and just bank with him and go to the teller service probably call them customers but somebody who, he deals with and lends the money and has strong relationship with he will call client.
In advertising when you hear the term “The client,” what they are referring to is the company who has engaged the ad agency to create a campaign to sell a product or service to the market. So for example, at the time of this recording DDB (which is a multinational advertising agency) have the McDonalds account. They do all the advertising for McDonalds globally. So McDonalds is “their client.” And anyone whom they deal with in the marketing department within McDonalds would be referred to as “The Client.”
Ok so in recent years, a new player in the chain has emerged as an influence in the casting process. There has been a cultural shift in the ad industry over the past couple of decades. Where ad agencies were once completely trusted to make the vast majority of creative decisions on a project, their clients (the companies hiring them) are now turning to micro manage more and more and have more of a say in the creative process. Even as far as the voice who represents their brand on a particular campaign. No although it’s really difficult to network with this group from the outer circle, once you are chosen to voice a campaign, a strong thumbs up from the client could mean that you stay with that brand over multiple campaigns. So the implications can be huge in an industry that’s otherwise quite fickle when it comes to choosing or keeping a voice with a brand.