Waring McKenna
Waring McKenna is a London-based personal management agency founded in 1994 that represents actors in film, television, and theatre and develops original content via its Pine Tree Productions subsidiary.
- Company typePrivate
- Founded1994
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Waring McKenna does
Waring McKenna is a London-based personal management agency founded in 1994 by Daphne Waring that represents actors across film, television, and theatre. The agency operates from a single headquarters in Covent Garden with a seven-person team of directors, agents, an associate agent, and support staff, and is a member of BAFTA through its founder. Waring McKenna's core service is career management and booking representation for actors, monetized through percentage-based commissions on contracts secured through agency representation. The agency differentiates via established relationships with casting directors, directors, and producers in both the UK and US entertainment industries, supported by channel partnerships with agents and managers in Los Angeles and New York that enable cross-Atlantic placements.
Beyond representation, the firm operates the Waring McKenna Group, which develops and produces original content. The wholly-owned Pine Tree Productions subsidiary, established by client Tom Hopper, develops television and film projects featuring represented talent. The agency is also actively developing a feature adaptation of client Sebastian De Souza's novel KID and a comedy-drama feature titled Mel and Meggie, signaling a vertical-integration strategy aimed at capturing economics beyond standard commission. Waring McKenna accepts new submissions via post and email and runs an internship programme to feed its talent pipeline, while relying primarily on its website and Instagram presence for marketing.
Waring McKenna firmographics
Firmographics- Name
- Waring McKenna
- Legal name
- Waring McKenna Ltd.
- Website
- https://waringmckenna.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Waring McKenna is a London-based personal management agency founded in 1994 that represents actors in film, television, and theatre and develops original content via its Pine Tree Productions subsidiary.
- Ownership category
- akta.pro rank
Where Waring McKenna is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Waring McKenna business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Talent Representation and Commission: The agency earns commissions from representing actors and securing their bookings in film, television, and theatre productions. Revenue is generated through percentage-based commissions on actor contracts secured through agency representation.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Waring McKenna product offering
Product offeringCore offering
Waring McKenna is a London-based personal management agency that represents actors for work across film, television, and theatre. Agents proactively engage casting directors, directors, and producers in the UK and US markets to secure bookings for their clients, earning commissions on contracts. The Waring McKenna Group also develops and produces original content through projects such as Pine Tree Productions and feature film adaptations featuring represented talent.
Product overview
Waring McKenna is a London-based talent management agency representing actors. The agency provides personal management and career development services for performers, with connections to film, television, and theatre productions. The Waring McKenna Group also develops and produces original content, including Pine Tree Productions (led by actor Tom Hopper), feature film adaptations, and comedy-drama projects.
Differentiator
Problem solved
Functional benefit
Products and services
- Actor Personal Management and Representation Personal management service for individual actors and performers, providing career development, project booking, and representation across film, television, and theatre. Agents proactively engage casting directors, directors, and producers in the UK and US to secure roles for clients, earning commissions on contracts booked.
- Original Content Development and Production
Companies that use Waring McKenna
Customer profileNamed customers15 records
Segments1 record
Ideal customer profiles1 record
Waring McKenna technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Waring McKenna partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Pine Tree ProductionscoreProduction house established by Tom Hopper, one of Waring McKenna's clients, focused on developing projects for television and film. Represents a vertical integration strategy where the agency develops original content featuring their represented talent.
- Sebastian De Souza - KID AdaptationcoreDevelopment of feature film adaptation based on Sebastian De Souza's novel 'KID'. The agency represents both the author/actor and is involved in content development.
- Mel and Meggie Comedy-DramaminorDevelopment of comedy-drama feature film 'Mel and Meggie'. Original content development by Waring McKenna Group to create projects featuring their represented talent.
- Los Angeles and New York Agents/ManagerscorePartnership with agents and managers in Los Angeles and New York to provide access to US entertainment markets for UK-based talent.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
Waring McKenna competitors and assessment
Company assessmentDirect peers
- United Agents: Large UK talent agency formed from merger of leading agencies. Represents actors across screen and stage with similar commission economics and London base.
- Curtis Brown Group: Major UK literary and talent agency representing actors, writers, and directors. Shares the commission-based actor representation model and UK-headquartered boutique-agency positioning.
- Julian Belfrage Associates: London-based actor representation agency with comparable commission model and client roster of British film/TV actors.
- ARG Talent: UK talent management agency representing actors and creatives. Comparable boutique scale and commission-based representation model.
- Conway van Gelder Grant: Boutique London talent agency representing actors for stage and screen. Highly comparable in size, business model, and London-based actor representation focus.
- Hamilton Hodell: Established London talent agency representing actors for film, television, and theatre. Closely comparable in business model and target clientele.
- Independent Talent Group: One of the largest UK talent agencies, representing actors across film, television, and theatre with offices in London and LA. Directly comparable in business model (commission-based actor representation) and significantly larger in scale.
Broad incumbents
- Creative Artists Agency (CAA): Global mega-agency representing actors, directors, writers, and athletes. The dominant scale competitor that boutique UK agencies must contend with for top-tier client retention.
- Brillstein Entertainment Partners: US-based talent management and production company with strong actor representation and a production arm. Comparable in combining management with content production (similar to Pine Tree Productions strategy).
- United Talent Agency (UTA): Major US talent and entertainment agency with growing UK presence through acquisitions. Represents a key competitor for cross-Atlantic actor representation opportunities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
Waring McKenna social profiles
Digital presenceWaring McKenna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Waring McKenna leadership team
Management profileNumber of profiles
Profiles7 records
Waring McKenna subsidiaries and ownership
Company hierarchySubsidiaries1 record
Waring McKenna funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Waring McKenna M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Waring McKenna
What does Waring McKenna do?
Waring McKenna is a London-based personal management agency that represents actors for work across film, television, and theatre. Agents proactively engage casting directors, directors, and producers in the UK and US markets to secure bookings for their clients, earning commissions on contracts. The Waring McKenna Group also develops and produces original content through projects such as Pine Tree Productions and feature film adaptations featuring represented talent.
Is Waring McKenna a public or private company?
Waring McKenna is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Waring McKenna founded?
Waring McKenna was founded in 1994. It employs 11 to 50 people.
Where is Waring McKenna based?
Waring McKenna is headquartered in London, United Kingdom, in the Europe region.
How does Waring McKenna make money?
One revenue line is on record: talent Representation and Commission.
Who are Waring McKenna's main competitors?
Direct peers on record are United Agents, Curtis Brown Group, Julian Belfrage Associates, ARG Talent, Conway van Gelder Grant, Hamilton Hodell and Independent Talent Group. Broad incumbents are Creative Artists Agency (CAA), Brillstein Entertainment Partners and United Talent Agency (UTA).
Does Waring McKenna have an API?
No public API is recorded for Waring McKenna.