Have you ever wondered where companies find actors and models for their commercials and print advertising? Maybe you’re interested in expanding your brand’s marketing with hired talent, or you want to break into modeling or voice-over work but don’t know how to book your first gig. Talent agencies serve both of these needs by connecting people.
We invited Steve Myers, president and owner of The Peak Agency, on the Trilix Podcast to discuss how and why companies work with talent agencies and how they can best use hired talent to elevate their brands. Steve co-founded The Peak Agency in 2002 and has grown it into one of the most reputable full-service talent agencies in the Midwest.
If you want to work with hired talent, such as models or actors, or are unsure about it, here’s how doing so can elevate your business’ marketing and creative efforts.
What do talent agencies do?
Talent agencies represent a roster of talent and help them find work with companies looking to hire actors or models for a project. They also help manage the relationships between companies and talent and negotiate on the talent’s behalf.
The Peak Agency typically has a roster of about 1,000 to 1,300 models and actors of all ages who they represent in Iowa and throughout the Midwest.
What are the benefits of hiring talent through an agency?
Options. Because talent agencies actively maintain and cultivate a roster of talent, companies will often have a handful of people suited for the work they’re hiring for to choose from. This includes people of all different ages, ethnicities, backgrounds and looks as well as families.
Familiarity with the industry. Individuals who are represented by a talent agency are familiar with the industry and the expectations on a set. They understand what the day looks like when shooting, the rigors of being on set, what the downtime between shots looks like, how to be prepared and what to wear to a shoot.
Because hired talent knows what to do on a set, the project often runs more smoothly and is completed more efficiently. Companies may spend less money hiring talent since they can get the work done faster due to their experience in the industry.
Elevates brand visuals. In addition to often costing less, working with hired talent can make your brand’s visuals look more professional.
“The overall product looks much better because they know how to move in front of the camera, and they know when they’re given direction, what that direction means. The end product is going to end up looking more like a bigger market type of project, and that’s ultimately what I feel like a lot of people want.”
Steve Myers, president and owner of The Peak Agency
How can hiring talent further your brand’s identity?
Hired talent can act as the face of your brand and be someone consumers can recognize and identify with. Using a relatable or humorous character can make your brand more memorable to its target demographic. This is done through good writing and having an actor who can bring the character to life.
Iowa One Call worked with Trilix and The Peak Agency to create Risky Ronnie, the star of its latest commercials. The lovable, goofy character doesn’t always make the best life decisions — such as falling for get-rich-quick internet scams and walking his pet raccoon through wet cement — but even Ronnie knows to never dig without contacting Iowa One Call first.
Iowa One Call wanted to set itself apart from similar organizations, so creating a character with a memorable, engaging persona was a great way to stand out.
Trilix and Iowa One Call partnered with The Peak Agency to vet and cast the actor who plays Risky Ronnie.
"Similar to how Allstate has the Mayhem video series and Progressive Insurance has Flo, we wanted to build a type of character and storyline that could entertain and really be a recognizable face for Iowa One Call.”
Alex Rich, senior account manager at Trilix
Jake from State Farm is another notable example of a hired actor who became the face of a brand. The original viral commercial in 2011 featured an actual State Farm employee named Jake who was cast after an internal casting call. He later left the company and was replaced by actor Kevin Miles when the campaign was revived in 2020.
State Farm remade the original “Jake from State Farm” commercial with Kevin and featured a cameo from the original Jake to help transition the character. Despite this, people were left wondering for a long time what happened to the original actor.
The situation seems to have worked out for the insurance company, with Jake from State Farm becoming an internet sensation, but using internal staff in commercials and ads can lead to problems other than a lack of acting experience. When they leave the company, it can become a legal issue if your brand is still using their likeness in advertising and marketing. This is one of the reasons Steve encourages companies that are on the fence about working with hired talent to take the leap.
In any industry, working with hired talent through a talent agency, like The Peak Agency, can save you headaches and money while elevating your brand’s visuals and creating a cohesive and professional look for your business. Hired talent can also further your brand’s identity and make it more memorable for consumers.
Wondering how to take the next step creatively? We’re here to help.