Casting Agency vs Talent Agency in London: Who Does What

• A casting agency finds people to fill a job. A talent agency represents people for a career. The first works for the production, the second works for the performer.
• Casting agencies are usually paid by the production or client. Talent agents are paid commission on the work they get you.
• If you are hiring, a casting agency suits large or fast-turnaround numbers, such as crowds and background. A talent agency suits named parts, leads and anyone you want to book directly with a fee and usage agreed up front.
• If you are a performer, a talent agent is the one who builds your career. Casting agencies can add work, but they do not manage you.
• Briefs that need actors and models are easiest to run through one conversation with both agencies.

Search "casting agency London" and the results mix extras suppliers, casting directors' offices, talent agents and job boards, all describing themselves in similar words. The labels matter because they decide who is working for you. A casting agency works for the job. A talent agency works for the performer. Pick the wrong one and you either wait for a reply that never comes, or you sign something you did not need.

Allied Artists is a talent agency, based in Covent Garden. Our sister company, The Diversity Agency, is a London model agency and works on the same representation model for models. Between the two we see the difference from both sides of the desk every week: who does what, who pays whom, and who you should call first.

What a casting agency does

A casting agency supplies people for a project. A production, advertiser or event company gives it a brief, and it finds the right faces from a database it has built up. The relationship is with the job, not with the individual. Once the shoot wraps, the work is over until the next brief.

In the UK, the term most often describes agencies that supply supporting artists and background performers for film, television and commercials. They hold large registers, they can fill a crowd scene at short notice, and they match people on look, age, location and availability. The people on their books are paid for each day they work, and the production usually carries the agency's cost.

The same phrase also covers casting directors and for companies that cast commercials and brand content. They run the audition or selection process for a client. They do not manage a performer's career, negotiate for them over the long term, or advise on training, headshots or which roles to turn down.

What this means in practice

• Their client is the production. Their job is to deliver the right people on the day.
• You are registered, not represented. You may be offered work, but nobody is planning your next move.
• Pay is set by the job. The agency passes on the offer and you accept or decline it.
• There is no commitment to submit you for any particular role, and no expectation that they will.

What a talent agency does

A talent agency represents a small roster of performers and builds each person's career. The agent reads casting breakdowns, decides who fits, submits them, chases the result, negotiates the fee and usage, and handles the contract. The relationship is with the performer, and it runs for years.

At Allied that means we sign actors we believe in, keep their Spotlight profiles and showreels current, send the right people to the right casting directors, and push for fair terms when a part is offered. An agent earns commission from the work they secure, so the incentive is to get you well-paid work rather than as much work as possible. We explain how that works in our guide to what an acting agent costs.

What this means in practice

• Their client is the performer, and the production is the other party to the deal.
• You are represented, which means someone argues your case in the room you are not in.
• Fees and usage are negotiated, not just passed on.
• A good agent says no on your behalf, including to jobs that pay but damage how you are seen.

Casting agency vs talent agency: the comparison

	Casting agency	Talent agency
Works for	The production or client	The performer
Relationship	Per job	Long term
Who pays them	Usually the production or client	Commission on the performer's fee
Typical roles	Background, crowds, supporting artists, bulk casting	Named parts, leads, commercials, voice work, campaigns
Negotiates fee and usage	Rarely	Yes
Career advice	No	Yes
How you join	Register online, often open to all	Apply with a showreel; the agent chooses

Where the casting director fits

There is a third role, and it causes most of the confusion. A casting director is hired by a production to choose the cast. They read submissions from agents, ask for self-tapes, run recalls and put a shortlist in front of the director and producers. They do not represent actors and they do not charge them.

The usual chain for a screen job runs like this: the production hires a casting director, the casting director sends a breakdown to talent agents, the agents submit their performers, and the performers record self-tapes. Casting agencies run alongside that chain for the background and supporting artist roles that need volume. For a closer look at the audition side, read our guide to acting auditions in the UK.

If you are hiring: who should you call first?

The answer depends on what you need on the day.

• Crowds and background. Call a casting agency. You are buying numbers and speed, and the individual identities matter less. Our guide to hiring extras and supporting artists in London covers what to put in that brief.
• Named speaking roles, leads and anyone with a significant face-time on screen. Call a talent agency. You get a shortlist with showreels, Spotlight links and verified availability, plus a fee and usage agreed in writing. Start with how to hire an actor in London.
• A commercial. Usually a mix. A talent agency for the hero roles, because usage and buyouts need careful handling, and a casting agency or real people casting for background. See how to cast actors for a commercial.
• Models. Call a model agency. Models are booked from boards and digitals rather than through Spotlight, and the usage fee often matters more than the day rate.
• Corporate and training films. A talent agency, for natural performers who can carry a script. Our note on actors for corporate videos explains why.

Whichever you choose, ask the same three questions up front: who is the client, how is the agency paid, and who holds the usage terms. The answers tell you fast which type of company you are talking to.

If you are a performer: who should you approach?

If you want a career, you want a talent agent. If you want occasional paid days while you build up credits, a casting agency can help, and you can do both at once.

• Starting out. Registering with casting agencies for supporting artist work is a common way to learn how a set runs. Our guides to becoming an acting extra and extras casting calls in the UK walk through it.
• Ready for representation. Build a Spotlight profile, a current headshot and a showreel, then follow our steps in how to get an acting agent.
• Already working. Read artist management vs acting agent to see where a manager fits next to an agent.

Actors, models and mixed briefs

Many briefs need both. A campaign might want an actor to carry the film, models for the stills, and a few real people for the background. That used to mean three separate conversations. Allied is the acting arm of The Diversity Agency, so a brief for actors and models can go to both teams in one email, and the answers come back together.

Models on a campaign are shortlisted from the agency's boards. If you want to see how that looks, The Diversity Agency's Faces by TDA shows fashion and commercial models, and Hands by TDA covers hand and product work. Performers who do both acting and modelling have their own set of rules, which we cover in acting and modelling: can you do both?

Warning signs on either side

• Large upfront payments. A genuine agent earns commission from your work. Be cautious about anyone who asks for a big payment to be "put forward" or "added to the system".
• Guaranteed work. Nobody can guarantee roles. An agency that does is selling something else.
• Vague answers about who the client is. If a company cannot tell you whether it works for the production or for you, you cannot judge its motives.
• Pressure to sign today. Representation agreements should be read, not rushed. Ask for the terms in writing.
• No named people. A real agency or casting company has real contacts, a real address and a track record you can check.

Our guide to open casting calls in the UK covers scams in more detail.

A simple way to decide

Ask yourself whether you are buying a result for one job or building something over time. If it is one job and the number of people matters most, a casting agency fits. If it is a person, a face or a career, a talent agency fits. Most productions use both. Most performers need both at different stages.

If you are a producer or brand, you can brief Allied in a few lines. Share the project, the role, dates, usage and budget, and we will come back with suggestions. If you are a performer, send us your showreel and Spotlight link through the contact page. We read every submission.

Quick answers

What is the difference between a casting agency and a talent agency?

A casting agency supplies people for a job and is usually paid by the production or client. A talent agency represents performers for their careers, negotiates their fees and takes commission on the work it secures.

Should I join a casting agency or get a talent agent?

If you want a career, a talent agent is the right target. Casting agencies can give you occasional paid days, and many performers register with one while they work towards representation. You can do both.

Do I pay a casting agency to join?

A genuine agency earns its money from the production or from commission on your work. Be cautious about any company that asks for a large upfront payment to put you forward.

Who should a brand call to cast a commercial?

Usually both. A talent agency suits the named and speaking roles, where fees and usage need negotiating. A casting agency or real people casting suits background and crowd scenes.

Is a casting director the same as a casting agency?

No. A casting director is hired by a production to choose its cast. They read submissions from agents, run auditions and recalls, and do not represent or charge performers.