What/Who Is Talent?
When working with clients on a campaign, we ask for a ‘spox’ or ‘spokesperson’ to front the campaign. In the past we have had spox who are CEOs, Head of Departments or specialists in a certain area for the company. However, we have to be careful not to “advertise” on radio [as we’re not paying to advertise] and, especially for the BBC and ITV, we often look for 'talent' as an alternative to front a campaign.
Talent in this instance is a celebrity, TV personality or influencer i.e. anyone who is well known in the public eye that we think will be of interest for the media to interview. This option is also often preferred by the media, as they then don't need to worry about the constant plugging of a brand.
The process of talent sourcing happens in a series of steps:
Identifying the right talent for a particular campaign is essential in securing interviews. We need to ensure that the talent fits the brand, the story and the target audience, so that the campaign is relevant and relatable during interviews. Choosing the right talent is something the team brainstorms when initially creating the story for the campaign. Based on our experience, we are well accustomed to knowing who, what and when it will (or will not!) work.
Once we’ve identified a number of options for talent, we present our thoughts to the client and work with them to decide who they believe best fits the brand. At this stage, we will take additional suggestions for talent but will be very honest in regards to whether we think they will work with broadcast media or not. Often someone who might work well with press media might not necessarily be appropriate for broadcast media.
Once we’ve identified the perfect talent for a campaign, we will get in touch with their agent and negotiate a price based on the client's budget. Having built up strong relationships with talent agents over the years, this is something we are extremely comfortable with.
Prior to the actual day of interviews, we work very closely with the client and talent to ensure that everyone is aware of the key messages. We'll usually organise a joint call between us, the client and talent to ensure we are all on the same page. Then, the day before interviews, we'll have a shorter briefing to finalise the objectives to get across during the interviews the next day.
4) Show Time
On the day of interviews, we are in constant communication with the talent, as well as the client, to ensure key messages are conveyed. If for any reason they aren't, we will manage this and find a quick resolution.