In a significant move within the entertainment industry, United Agents, a leading literary and talent agency based in London, has announced the formation of a dedicated unscripted division. This new initiative is designed to broaden the agency's reach, focusing on representing personalities from factual and reality television, as well as digital creators and social media influencers. The expansion also aims to offer more comprehensive support to their current roster of clients who are looking to delve into unscripted programming and brand collaborations, reflecting the evolving landscape of modern media.
The newly established division marks a pivotal moment for United Agents, traditionally known for its representation of acclaimed actors and literary figures such as Jessie Buckley, Kate Winslet, Olivia Colman, Ricky Gervais, and Rosamund Pike. By venturing into the unscripted domain, the agency acknowledges the increasing prominence of reality television, documentary series, and online content creation. This strategic shift underscores a commitment to adapting to contemporary entertainment trends and diversifying their talent portfolio.
United Agents emphasized that this specialized unit will more accurately reflect the multi-platform nature of today's entertainment world and the diverse skill sets of modern artists. The division will consolidate the agency's existing unscripted talent pool, which includes a host of familiar faces from various popular programs. Notable projects involving their clients have recently included Steph McGovern's hosting role for the BBC, Susie Dent's "Secret Genius" on Channel 4, and the participation of several agents' clients in the inaugural season of "Celebrity Traitors," where Stephen Libby emerged victorious and Tom Read Wilson secured a runner-up position in "I'm a Celebrity… Get Me Out of Here."
The department will also manage a growing list of digital-first talent, including prominent figures like Ashley James, Nigel Ng, Donal Skehan, Francesca Rowan-Plowden, Lucy Watson, and Harry Trevaldwyn. Additionally, an expanding roster of creators such as Max Fosh, Henry Rowley, Hayley Morris, Gaz Oakley, The Squid Vids, and Sam Morris will benefit from this dedicated representation.
Leading this new venture is Matt Nicholls, a veteran at United Agents since 2010, bringing nearly a decade of television production experience. The agency has also brought in Holly Hirsch as its first external hire for the division. Hirsch, formerly of Mirador, specializes in digitally-native talent, adept at bridging the gap between online audiences and live comedy or scripted acting. Her expertise is expected to be instrumental in nurturing a new generation of multi-platform entertainers.
Matt Nicholls expressed his enthusiasm for the division, stating that it represents a natural progression for United Agents. He highlighted the agency's long-standing history of representing talent successful in unscripted and entertainment formats, and views the new division as an opportunity to formalize and expand upon this work with renewed focus and ambition. Nicholls looks forward to collaborating with Holly Hirsch to champion talent that is reshaping the entertainment landscape, working closely with broadcasters, streaming services, and production companies to develop innovative projects and cultivate emerging creators and presenters.
This strategic launch positions United Agents at the forefront of evolving entertainment trends, ready to embrace the dynamic world of unscripted content and digital media. By formalizing and expanding their efforts in this area, the agency is set to provide enhanced opportunities and support for a diverse range of talent, from traditional television personalities to the latest generation of online influencers and content creators.
