In this video, voiceover artist Andrew Carlton shares how getting in favor with advertising agency clients has led to massive success as a voice actor. One client can create a lot of work. They can even retain you as they change everyone else in the production food chain.
Okay, so let’s look at a couple of examples in my career. Toyota is a probably a pretty good example. Toyota is the biggest car company in Australia as far as market share. It has a huge ad budget. So it’s quite a massive company in Australia.
And as with other mega brands like Telstra, they spread their work across a number of ad agencies. So it’s not just one agency that has all the work. They have different aspects of the brand being marketed by different ad agencies. Now their main agency at the time I’m telling you this story is Saatchi & Saatchi, and the one of the biggest multinationals in the world. A small part of their business is with a smaller Australian agency called Mojo. Now both these agencies are owned by the same French mega agency but anyway that’s the story, you know, Mojo (who only have a small piece of the business in Australia) had made this really cool ad. Now I wasn’t the first choice on this campaign, nor the 2nd or 3rd. I was the 4th person to come into this job because the “client” wasn’t happy with the chosen voice at that point and they kept recording it as if that was the voice that was going to air and the client put up a hand and said “Umm, we’re not quite there yet”, which was quite unusual for it to sort of go through that kind of process after the, you know, the casting process.
Now I was lucky they loved me and I got to voice this really cool ad. But far more importantly than that is that the client announced to both agencies that they loved my voice and they wanted me on the campaign, all the campaigns pretty much at that point. And they moved me over to Saatchi’s which was the bigger agency for their next Camry campaign less than a week later. And (let’s see I’m just doing this math in my head) 3 years later Toyota remains my biggest client.
OK another good example is 3 mobile, who were major player in the Australian mobile phone market before they were bought out by Vodafone. Now I came in and voiced an ad while their main voice was away, I think he was in Thailand. The client decided that they preferred my voice and I stayed with that client through 4 different ad agencies and probably 40 producers over like, I think it was 7 years before Vodafone bought them out they stopped advertising. Half of those people that I worked with wouldn’t have hesitated to change the voice if it suited them at that moment. They weren’t sort of loyal to my voice but it was the client that insisted that it’d be me.
So as you can see, developing relationships with clients can be incredibly advantageous.