Creative Artists Agency (CAA) is pursuing expansion of its content creator business in the UK through potential agent hires or acquisition of a British agency, according to Deadline.

Brent Weinstein, who joined CAA’s senior leadership team six months ago and oversees digital media, podcasts, games, talent business ventures, and speakers, met with agents representing digital talent in London in late November, Deadline reports. The agency is considering hiring a small number of additional UK agents or acquiring a boutique British agency, with the former option more likely.

“Every financial and non-financial KPI (Key Performance Indicator) is a flashing green light right now, and that’s really rewarding,” Weinstein told Deadline. “Growing the team around Glenn in London is absolutely a priority and one we are heavily focused on for fiscal year ’26.”

CAA currently represents British creators, including Amelia Dimoldenberg and KSI, from its U.S. operations. London-based Glenn Miller leads the agency’s UK work. The roster also includes the “Fin vs History” podcast, Adam Rowe, and Jordan North. CAA recently signed Jolie Sharpe through its Sports Media division after her Daily Mail Sports Instagram interview went viral among soccer fans.

The agency represents British production companies, including Astrid, which produces the Love of Huns podcast, and Tortoise Media, which created the Salt Path investigation.

Recent Hiring Activity

CAA appointed digital media veteran Greg Goodfried as an agent in its Creators division in early December. Goodfried, who co-created the early internet series “LonelyGirl15” and co-founded digital content studio EQAL, joined from DamGood Management, which he launched in 2023. Jamie Guggenheim, previously a manager at DamGood Management, also joined CAA’s Creators division.

Market Context

Agencies specializing in digital talent in London increased staff by 15% last year, double the growth rate for scripted agents and quadruple that of unscripted agents, according to recent research cited by Deadline. Agencies including InterTalent, Curtis Brown, MVE, and YMU represent popular creators in the UK.

CAA plans to relocate its approximately 500 London staff to an eight-story building on Bloomsbury Street in early 2027.