You’re a relatively new actor, and you’ve started booking commercials. You’re self-submitting, building experience and making progress, but now you’re ready to take your career to the next level. So, how do you get a commercial agent, and when is the right time to seek representation?
Key Insights
- Actors can book commercial work without an agent, but representation can provide access to additional auditions and help negotiate contracts and compensation.
- Booking a commercial, building a strong reel and developing relationships with casting directors can help actors attract commercial representation.
- Personalized casting submissions and professional relationships can help actors stand out and create opportunities for referrals to commercial agents.
Casting director Robin Carus has spent much of her nearly three-decade career working in commercial casting, alongside her extensive experience in theater. The New York-based casting director offers valuable insight into what actors should know about finding representation, standing out in commercial auditions and building relationships that can lead to new opportunities.
Carus, who can be found on Instagram at @robincarus and on Substack, frequently appears on Rose Rosen‘s podcast, Casting Confidential. She’s also working on a book, Casting Light: Jewish Wisdom for the Actors’ Journey.
Do You Need an Agent to Book Commercials?
You don’t necessarily need an agent to book commercial acting jobs. Actors can find opportunities through self-submissions on casting platforms like Casting Networks. However, having representation can help you access additional auditions, navigate contracts and negotiate compensation.
The rise of self-tapes and virtual auditions has made it easier for actors to pursue opportunities independently, but commercial agents still play an important role in the casting process.
“There’s so much that gets posted to websites like Casting Networks, and an individual actor is able to submit themselves,” Carus observes. “But let’s say there’s a job and you get a million submissions. Generally, you go toward the agents first because you want to be respectful of them and their clients. Also, lots of times one of the commercial agencies has those killer talent submissions where you’re going to pay attention to them.”
While representation isn’t required for every commercial opportunity, an experienced agent can be especially valuable when an actor books a campaign involving complicated usage terms or multiple distribution platforms.
“How long does this commercial run for? Where is it running?” Carus asks. “Because nowadays, a commercial isn’t simply on television. A commercial can run on the internet. I had one commercial campaign that was mostly on Twitter/X, and I think it’s easier to have that person that helps you navigate.”
How Can a Commercial Agent Help Negotiate Pay?
Commercial acting rates depend on several factors, including whether the production is union or non-union, the type of commercial, its distribution and how long the advertiser can use the actor’s performance.
For union commercials, SAG-AFTRA agreements establish applicable minimum compensation and other terms. Non-union commercial rates and usage agreements can vary significantly.
A commercial agent can help actors understand these distinctions, negotiate appropriate compensation and evaluate contractual terms before accepting a job.
“An agent always just seems to know the right things to ask, and ask for,” Carus says. “It’s not that they don’t want to respect the requests of an actor who’s going about this by themselves, but I do think, especially when they’re younger actors, or they’re newer to the business, they don’t know all of the things to ask. Having the agent there as your guard and your protector is a very important element.”
For newer actors, having someone who understands commercial contracts and industry expectations can be an important advantage.
When Should You Get a Commercial Acting Agent?
There’s no single point in an acting career when seeking commercial representation becomes necessary. However, having a strong commercial reel, professional materials and some experience booking work can make an actor more appealing to prospective agents.
A commercial reel gives agents a sense of your on-camera presence, personality and strengths. Actors who don’t yet have professional commercial footage can also use appropriate self-tapes or other strong performance samples to demonstrate their abilities.
Building relationships with casting directors and agencies can also help actors establish themselves before approaching potential representatives.
“It’s very rare that someone newly graduated from their university program is going to say, ‘I’m going to be a commercial actor,'” Carus observes. “That’s not realistic. It takes time, and it’s not necessarily about amassing a body of work, but more that you’re starting to build relationships with casting directors and with agencies that bring you in. You need that extra leg up.”
Some actors may have a particularly marketable commercial look or fit a specific type that advertisers frequently seek. However, booking experience and the ability to demonstrate your value can also make a strong impression.
Carus suggests that one of the best times to approach a commercial agent is immediately after booking a job.
“If you’ve just booked something, a commercial campaign of some kind, it doesn’t make a difference, large, small, where it’s airing, makes no difference,” Carus says. “Something that you can show off to somebody that [says], ‘I am a working actor. I’m working, I’m booking, I will book for you, I will bring you money, I will bring the agency money.’ The moment is hot. That’s when you go for it.”
A recent booking gives actors something concrete to highlight when reaching out to prospective agents. It demonstrates that they’re actively working and gaining experience in the commercial market.
How to Stand Out in Commercial Casting Submissions
Before you can attract commercial representation, you need to build experience and get noticed by casting directors.
With potentially hundreds or thousands of actors submitting for the same commercial opportunity, standing out can feel challenging. According to Carus, one effective strategy is surprisingly simple: Include a personalized note with your submission when the platform or casting instructions allow it.
“It’s actually really easy,” Carus says with a smile. “If you’re one of those large numbers of people that submit, and want notice from me, I always like a note.”
A thoughtful submission note can help casting directors understand why you’re a good fit for a particular role. Rather than sending a generic message, actors can briefly highlight relevant experience, skills or qualities that align with the project.
“When people drop notes in their submission, it makes you pay attention more,” she continues. “It’s not about a hunger, it’s about them self-identifying why they are right for said project. It allows me, in a very strange way, to get to know them a little bit more, because we don’t often have the audition room anymore.
That note allows me to see that they are present, they know what job that they have applied for, and that’s really important. There are still moments where, I’ve called in somebody a few days later, and they’ve said, ‘Wait, what is this for?'”
She laughs, and continues, “And I think, ‘Okay, well, that meant a lot to you.’ But if I get a note, the idea that they’ve self identified, it automatically makes my life 15 times easier.”
For actors submitting themselves to commercial auditions, the takeaway is to make every submission intentional. Read the breakdown carefully, follow the instructions and communicate why you’re right for the role.
How to Build Relationships With Commercial Casting Directors
Developing professional relationships with casting directors can be valuable for actors seeking commercial representation.
Casting directors want to find performers who are right for their projects. When an actor consistently delivers strong auditions, communicates professionally and comes prepared, that can leave a lasting impression.
“Casting directors, as creative beings, I think that we crave that interaction, and when you can get it, however you can get it, in its smallest form, you love it,” Carus acknowledges. “For me, personally, after any audition I’ve had, virtual or otherwise, I always send an email out to everybody thanking them.
Mostly because I don’t have that room anymore where you can do it in person. ‘Thank you so much. It was so nice seeing you.’ So when you when you send that acknowledgement, it goes a long way, because then the actors know that their performance wasn’t lost in the ether somewhere.”
For actors, building relationships doesn’t mean contacting casting directors constantly or asking for favors. It means approaching auditions professionally, respecting communication boundaries and creating positive experiences when opportunities arise.
Over time, those relationships may even lead to recommendations for commercial representation.
“Absolutely,” Carus confirms. “Whether it’s theater, film, commercials, or even voice-overs, I’ve had actors along the way that, once we work together, or sometimes even if we haven’t, and they just happen to know me and feel comfortable enough, they’ll say, ‘Who do you know?’
If I truly believe in the person who is asking for that, I’m always happy to make that recommendation.”
A casting director who knows your work and believes in your abilities may be willing to recommend you to an agent. While referrals aren’t guaranteed, they can provide an additional avenue for actors looking to secure representation.
How to Take the Next Step Toward Commercial Representation
Getting a commercial agent isn’t necessarily about having the longest resume or the most impressive credits. It’s about demonstrating that you’re prepared, professional and ready to book work.
Start by strengthening your commercial audition materials, submitting for appropriate opportunities and building relationships with casting professionals. When you book a commercial or develop a strong body of work, use that momentum to research and approach agencies that represent actors in your market.
Most importantly, remember that commercial representation is one part of building a sustainable acting career. Continue developing your skills and pursuing opportunities, whether you’re represented or submitting independently.
As Carus emphasizes, professional relationships can become some of an actor’s greatest assets. A strong audition today may lead to another opportunity tomorrow, and the connections you build along the way can help open doors to representation.
