By Issy Wedlake, Founder of AnthemGlobal
In my 18 years in the talent industry, as a director of celebrity partnerships for global brands and agencies, it’s fair to say I’ve experienced my fair share of frustrations. Hardly a surprise, you might say, if I’m dealing with casting, talent strategy, contract negotiation, IP clearance and PR. The frustrations are rarely due to the companies themselves, which know their stuff and often exactly what they need, from Samsung, Vodafone and Nationwide to PG Tips, Zalando, P&G and Sainsbury’s, alongside their incredible agencies. Nor are they due to the brilliant talent; I’ve worked on campaigns with the likes of Kate Beckinsale, Gary Oldman, Dominic West, Dame Judi Dench, Tom Felton, Jessica Alba, James Corden, Holly Willoughby and Joanna Lumley, who are all delightful and worthy of the highly prized ‘talent’ tag.
No, the most consuming part was the casting itself, which can be slow, fragmented and lengthy. I kept asking myself: why couldn’t the process be centralised and streamlined, in a way that benefitted talent seekers and talent representatives equally? An idea percolated and, when I discussed it with my network of industry contacts, it seemed a no-brainer. ‘It’ being an exclusive casting marketplace for the creative industry: a platform that connects brands and agencies with an elite network of celebrities, creators, voiceover artists, athletes and key talent.
So I launched Anthem Global, aiming to cast talent in the best way possible by using the power of technology while also retaining the magic of human connection. Both points carry equal weight for me; the former is vital in terms of making the process more efficient, and easier, but the latter can, and should, never be replaced. Ours is a people business.
I asked some of the agents already using Anthem – one from an international agency, one from a British media company, one representing diverse talent, one in sport – for their key takeaways about the platform. One was keen to emphasise that it’s free for agents (which they hadn’t realised and is absolutely true!) and that they’re finding it very easy to use. Another appreciates the quality of the campaigns; having an exclusive, vetted, trustworthy community is vital to our success, and it’s what I know our users need. I’m maximising my extensive network from two decades in the industry to involve all the right people.
And the ‘right people’ must include agents and managers. I really value representatives, and their role is vital. A partnership’s success often depends on involving the right people at the start of the process. I’ve seen the immense frustration caused, not to mention time and money wasted, when a brand spends months deliberating internally and at last signs off on the ‘perfect person’. At that point they engage a third party or agent only to find that the talent they want has exclusivity with another brand, or can’t commit to another partnership, or isn’t on board for ethical reasons. Back to square one. By using Anthem Global, brands can contact reps at the get-go; they know their talent so well and are able to advise if their client would be interested.
And it of course works both ways. Anthem Global is a place where agents and managers can find new opportunities for their talent, especially at a time where it’s increasingly hard to get in front of ever-busier producers. Briefs are often sent out to the same small pool of people as producers don’t have time to go out to everyone individually and often don’t even know who to contact in a team; Anthem solves both problems.
Our number of briefs, from sectors as diverse as food and finance, are doubling month on month and we’ve seen all kinds of talent, accents and nationalities cast thanks to this boosted visibility. We’re seeing fantastic talent from the big, established agencies and also fresh faces from boutique agencies, run by agents with decades of experience – it’s levelled the playing field.
I do feel that the right platform will dominate future of casting and brand partnerships. Some of those popping up are tech-driven but there is so much more to casting than data; relationships still really matter, as do experience and quality – so be careful what you sign up to. I’ve heard plenty of anecdotes about clients and agencies going to people who imply they rep talent but don’t, which gets incredibly complex and costly.
A perfect partnership involves so much more than stats and possible reach; there’s also the need for human expertise related to the talent (what do they have coming out at the same time? Any past associations that would conflict? Etc) and to the deals, which are done off platform. Thank you to the many talent reps and seekers who have believed in Anthem from the start; let’s embrace technology while keeping the heart and soul of our industry alive. We’re just getting started and believe that Anthem Global is the future of casting.
For more information or to be considered for the platform, please email:
BIO: Issy Wedlake has worked in the entertainment industry for nearly two decades, securing celebrities, creators, voices and IP for brands and agencies. With extensive experience in casting and brand partnerships, and excellent interpersonal skills, Issy has cemented her position in the industry, working alongside some of its biggest names. In 2024 Issy decided to create a modern, tech-enabled tool, underpinned by real human understanding, to support our fantastic industry; that led to the launch of Anthem Global.Â
