The New New Business: The Smith and Western Difference, With Abby Dorian
Abby Dorrian is head of new business and creative partnerships at Smith & Western Sound. Prior to joining Australia’s leading audio branding specialists with music and sound house, Abby repped a roster of directors for MINT in Australia and for the Sweetshop in London. She's also a voiceover artist repped by RMK and has voiced for British Airways, Australian Open, and the FIFA World Cup.
LBB> How did you come to work in Sales in the creative industry?
Abby> New Business is often misinterpreted as sales. I don't consider myself a salesperson. The role feels far from transactional. To me, new business is not just identifying but inspiring and creating the right opportunities; curating the right teams, devising the narrative, and driving the narrative. Storytelling. Problem solving. Consulting. Outreach. Relationship building. Research. Comms. Sales and Marketing. Strategy. Event Management. Enriching customer experience. Creative development. Pitching. Presenting. Presenting data. Scoping talent. PR and more. It really is that hybrid. I’d worked in production and advertising in a range of roles, fell in love with creative people, found I could naturally connect with them, wanted to champion them, collaborate with them and develop with them.
LBB> What do you find most challenging about the role?
Abby> It can be an isolating gig. Having said that, it can also be incredibly sociable. Obviously, there's a bit of rejection, false promises, time wasters, pitch thieves, gatekeepers, stonewalling, creeps (not many), nepotism (lots) - but it's a real buzz to disrupt all that, or at least try to. I guess another challenge is managing that line between professional and personal relationships. It sometimes becomes blurred and can be a delicate line to tread. Yet, at the same time, it’s absolutely one of the best parts of the role; making meaningful connections with people you want and come to work with. Those first meetings are very much like a professional date. It's a two-way street. I'm also screening that person, people or company to see if we creatively match and want to work together.
LBB> What do you love most about the role?
Abby> Connecting the best minds and talent on the planet then watching the collaboration of craft unfold. That and presenting to a room full of people who leave feeling completely energised.
LBB> How did you come to work for Smith & Western?
Abby> I was on maternity leave and had started getting approached by other companies. I was happy with my team in film production but being head-hunted is flattering and sort of opened up Pandora's box.
I was recording a voiceover at Smith & Western - voiceovers have been a side hustle for 20 years. I'd been admiring Smith & Western's music composition work for years and when they expressed an interest in hiring me, it felt like my area. There was a bit of back and forth but ultimately, having been around the entire circuit of sound studios in Sydney, I knew Smith & Western were special and had something unique I could run with.
It feels like audio is having a moment. Smith & Western have done some astounding work in original music over the years, and in my opinion, even more so in sonic branding. In fact, they’re the originals in APAC, they’ve been designing distinctive assets for brands for a decade. They actually provided the inspiration for other studios to jump into the space having witnessed Smith & Western's success at it.
I love that the founders are also on the tools. They’re incredibly passionate about every project that comes through the door and while being rigorous in processes, they own that renegade spirit of a local independent company, meaning they cut through any nonsense and punctuate the work with real heart. Audio branding is definitely having its moment and I feel lucky to represent Australia's leading studio. As a kid at school, I made up a game where we had to get into groups at break-time and create a new jingle or sting to a well-known ad. We’d award the best one a packet of crisps. Geeks. Dark by 4pm on weeknights in England in winter, meant a lot of time sat cross-legged, in front of the telly, watching ads in between Neighbours and Home and Away.
LBB> If you could advise anyone wanting to work in New Business, what would you say to them?
Abby> You're the engine of the business. Find your vehicle. Drive.
