When I was a kid, I probably spent half my time running around the house with a red cape on. Why? It gave me permission to be a better and more helpful person because I had superpowers! Keeping that thinking into adulthood has come in very handy – and more often than you think. Consider the story of the account or prospective account who is, well, clueless about creative direction. Maybe the reason is as simple as “I’ve never done video ads on YouTube.” Or, the hesitation could come from something more complicated, like, “Our revenues are coming from several distinct demographic groups and we aren’t sure about creative that encourages consumers to coalesce around a unifying creative theme.” Either way, you may have some surprising resources at your disposal that could expand your team’s creative potential without assuming additional costs or risks.
These days, voiceover artists tend to fall into two camps: legacy talent and the modern newcomer. Both have important unique advantages, and also some limitations. Legacy performers are very experienced; no aspect of the production process rattles or shakes them, even at the highest echelons of brand advertising. But, that experience probably means they sound quite polished and professional. And these days, the last thing a brand wants to be accused of is trying too hard to sell their concept to an increasingly skeptical marketplace.
Now, some good news! The answer to the account-creative dilemma can be found at top and trusted talent agencies all across the country. Just call or email them and ask for legacy and modern talent who are willing to collaborate in the creative process by way of extemporaneous audition reads anchored to a core copy concept.
In any business endeavor, leverage is often the key to success. There is no better way to get additional creative minds noodling on an idea than finding trusted talent who are allowed to take reasonable risks with a copy outline as part of the routine audition process!
Legacy performers are very experienced; no aspect of the production process rattles or shakes them, even at the very highest echelons of brand advertising.
The whole thing is really quite simple. You call or email your talent agent and ask who they would recommend that would be capable of performing an ad-lib or extemporaneous audition using copy anchored to one or two core brand concepts. You will be amazed at how many new ideas you’ll receive in your inbox, and it doesn’t cost you any more than the time it takes to listen to a few talent auditions.
This path to expanded synergy and creativity enables your shop to come up with an almost exponential increase in the potential creative proposals.
A few years ago, ad agencies typically hired boutique radio creative shops to take care of this level of creative expansion. Today, however, with the advent of cloud technology and high quality digital audio home studios, you can eliminate the large costs associated with hiring freelance creative boutiques by bypassing them and going straight to the voice talent via their agents.
With parent-company corporate offices slashing budgets left and right to create economic and operational efficiencies, this path to expanded synergy and creativity enables your shop to come up with an almost exponential increase in the potential creative proposals for your undecided account or prospective account.
This strategy is a voiceover approach to giving your creative team super powers. To re-mash the old saying, “One good ad lib from a trusted talent is worth 2 late-night hours in the brainstorming pit!”