VOICE OVER INDUSTRY
Why Brands Are Choosing Regional Accents Over RP
Received Pronunciation dominated British advertising for decades. Today, it is virtually extinct. Brands across every sector are actively seeking regional voices – and with good reason. Regional accents build trust, drive engagement, and connect audiences to authentic stories.
The Death of RP in Advertising
For much of the twentieth century, RP was the default for UK advertisers. It signalled authority, aspiration, and trust. That era has ended. Brands chasing the RP sound now come across as distant, out of touch, and dated.
Research from the University of Manchester and major advertising agencies shows that audiences associate regional accents with authenticity, competence, and relatability. An RP accent reads as corporate and impersonal – a liability when brands need to build emotional connection.
Key Insight
Audiences Trust Regional Voices More
YouGov and Ipsos MORI research confirms that consumers feel more connected to ads featuring regional accents. Trust levels increase by 18-24% when a brand speaks in a voice that reflects local communities.
Why Regional Accents Work
Three core reasons why regional accents outperform RP in modern advertising.
- Authenticity. When a brand uses a voice that matches the region it serves, the message lands harder. A Scottish accent for a Scottish whisky brand feels genuine. RP sounds hollow by comparison.
- Relatability. Hearing a familiar regional accent activates areas of the brain associated with trust and social bonding. Audiences lower their defences. The message gets through.
- Distinctiveness. A Brummie voice stands out. A Yorkshire voice is memorable. The IPA found that audiences recall ads with distinctive regional accents at 34% higher rates than those using neutral accents.
Research Fact
Memory and Recall
The IPA found that adverts using regional accents achieved 34% higher unaided recall compared to RP and neutral accents. Audiences remember what they hear – particularly when it feels authentic.
Where Specific Regional Accents Excel
Not all regions suit all briefs. Strategic selection matters.
Brummie
Warm & Approachable
Consumer goods, retail, hospitality, financial services. Associations with hard work and no-nonsense pragmatism. Brummie voice artists →
Scottish
Trust & Gravitas
Financial services, healthcare, premium goods, expertise-led sectors. Makes audiences believe what is being said. Scottish voice artists →
Yorkshire
Honest & Traditional
Heritage brands, food and drink, automotive. Signals longevity and reliability. Yorkshire voice artists →
Irish
Charm & Storytelling
Tourism, luxury goods, creative industries. Engages audiences on an emotional level. Irish voice artists →
Welsh
Musical & Distinctive
Welsh audiences, cultural organisations, tourism. Increasingly sought after for genuine cultural representation. Welsh voice artists →
The Principle
Match Accent to Brand
A premium car brand might pair Yorkshire with heritage messaging. A fintech startup might use Scottish to build confidence. A consumer brand might go Brummie for relatability.
Why This Matters for Your Brand
The shift away from RP reflects something deeper: audiences want to hear from brands that feel real. Consumers are suspicious of corporate blandness. A faceless RP voiceover feels like a relic.
For brands targeting specific regions, the case is even stronger. A brand operating in the Midlands that uses RP is implicitly saying “we are not really from here.” A Brummie voiceover says “we are your neighbours.” That difference drives engagement, conversion, and loyalty.
Brand Impact
Authenticity Drives Conversion
Brands using regionally targeted voiceovers see average engagement increases of 22-28% and conversion lifts of 15-19% across retail, financial services, and hospitality.
How to Brief for Regional Accent Work
If you are considering a regional accent for your next campaign, here is what to include in your brief.
- Target audience geography. Where do your customers come from? National, regional or local? This shapes accent selection.
- Brand personality. Approachable? Authoritative? Warm? Sophisticated? Match accent to personality.
- Core messaging. Rational (expertise, reliability) or emotional (warmth, connection)? Certain accents pair better with different message types.
- Tone and delivery. Conversational or formal? Fast or measured? Energetic or calm? These details matter as much as accent choice.
- Context and examples. If you want a Brummie voice, describe whether you mean warm and friendly or pragmatic and no-nonsense. Share previous ads or voiceovers you admire.
We cast across all major UK regional accents. Send us a brief and we will come back with a focused shortlist. Learn more about our voice over project services.
Briefing Best Practice
The Details Matter
A vague brief – “We want a regional accent” – will not cut it. The best results come from specific, considered briefs that define audience, brand personality, and messaging context.
The shift toward regional accents is not a trend – it is the new standard. We cast across every major UK accent and region. Send us your brief and we will have a shortlist with you the same day.
