A concept (an idea) for a commercial is formed in an advertising agency and the entire development of this idea may take as long as one year to complete. The ad agency supplies the Casting Director with a roughly sketched version of the commercial which is known as a storyboard. It includes information about the types of actors needed for the commercial (“the breakdown”). Once the Casting Director receives this information, the talent search is on. That means its audition time!
Rebecca Lord is the Chief Marketing Officer at John Casablancas Modeling and Career Centers, where she leads strategic marketing to grow brand visibility. With over a decade in copywriting, social media, and ROI-driven campaigns – plus 14 years as a freelance copywriter and designer – she specializes in messaging that resonates and delivers results. She’s based in Greater St. Louis.
