22

What 22 does

22 is an Australian talent agency founded in 2003 by Sean Anderson, who established the firm after a career at IMG where he represented Australian celebrities as both a lawyer and manager. The agency represents a curated roster of approximately 32 high-profile Australian celebrities, broadcasters, entertainers, authors, content creators, and digital media influencers. Services span traditional media placement (TV, film, radio, print), digital media campaigns, brand ambassador programmes, book publishing and licensing, keynote speaking and MC work, publicity campaigns, and charity engagements. A dedicated Crisis Management service handles personal events, natural disasters, and similar sensitive matters with discretion and media coordination.

The agency is structured as a relationship-intensive professional services firm rather than a technology platform — there is no proprietary software product, API, or digital marketplace, and the value proposition rests on the team's deal-making expertise, brand relationships, and the commercial attractiveness of its roster. The talent bench includes David Koch (co-host of Sunrise on Seven Network for over 20 years), Jennifer Hawkins (former Miss Universe with 2M+ social followers), Tammy Hembrow (17M+ Instagram followers), Brittany Higgins (advocate and AFR Power List member), Alex Perry (fashion designer and 10-season judge on Australia's Next Top Model), Bec Judd, Pia Muehlenbeck, and Kerri-Anne Kennerley, among others. The agency's distribution of social reach across its roster exceeds 30 million followers in aggregate.

Revenue is generated through commission-based talent representation fees, with the agency proactively sourcing opportunities and negotiating commercial deals on behalf of clients across TV/film, brand ambassador campaigns, digital media, and events. The GTM motion is direct, sales-led engagement with both talent and enterprise brand buyers. Pricing is negotiated individually and is not publicly disclosed. The company is privately held by founder Sean Anderson, has no disclosed external investors, and operates two offices in Australia: headquarters at Surry Hills, NSW, and a second office in Southbank, Victoria.

Name

22

Legal name

22

Website

https://22.com.au

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

22 is a privately held Australian talent agency founded in 2003 by Sean Anderson, representing a curated roster of 30-plus celebrities, broadcasters, content creators, and digital influencers across TV, film, brand partnerships, digital campaigns, speaking, and crisis management, with offices in Sydney and Melbourne.

Ownership category

akta.pro rank

Product category

Talent Management Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410)

akta.pro primary industry

Talent Agency & Representation Services (HSACAHAK)

akta.pro secondary industry

Celebrity & Influencer Talent Booking (HSACAHAE)

Keywords

• Talent representation
• Celebrity management
• Brand ambassador services
• Media talent agency
• Crisis management services

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Talent Representation and Management: 22 earns revenue by representing talent (celebrities, broadcasters, entertainers, authors, content creators, digital media influencers) and negotiating commercial deals on their behalf. Services include TV/film/radio/print roles, digital campaigns, brand ambassadorships, book publishing, speaking engagements, and crisis management.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

22 is an Australian talent agency that represents celebrities, broadcasters, entertainers, authors, content creators, and digital media influencers. The agency negotiates commercial deals on behalf of its talent across TV, film, radio, print, digital media campaigns, brand ambassadorships, book publishing, and speaking engagements. 22 also provides dedicated crisis management services for individuals facing personal events or disasters, handling media arrangements with sensitivity and discretion.

Product overview

22 is a talent agency that operates as a single unified service offering rather than a platform-with-modules architecture. The agency's core offering is talent representation and management for celebrities, broadcasters, entertainers, authors, content creators, and digital media influencers. Services include placement in TV, film, radio, and print roles; digital media campaigns and specialized content creation; brand ambassador campaigns; book publishing and licensing programs; keynote speaking and hosting/MC work; publicity campaigns and media interviews; and charity campaigns. The agency also provides dedicated crisis management services for clients facing personal events or natural disasters. The company was founded by Sean Anderson in 2003 and is headquartered in Surry Hills, NSW, Australia, with an additional office in Southbank, VIC.

Differentiator

Problem solved

Functional benefit

Products and services

• Talent Representation & Management End-to-end talent agency service representing celebrities, broadcasters, entertainers, authors, content creators, and digital media influencers. The agency negotiates roles in TV, film, radio, and print; secures digital media campaigns and specialised content creation deals; arranges brand ambassador campaigns; manages book publishing and licensing programs; books keynote speaking and hosting/MC work; coordinates publicity campaigns and media interviews; and supports charity campaigns. The service is targeted at high-profile Australian media personalities and influencers seeking professional representation.
• Crisis Management Services Crisis management services for individuals experiencing personal events, natural disasters, or similar-type events. 22 handles these situations with a high level of sensitivity and discretion while securing appropriate media arrangements. The service is designed to support talent and other individuals requiring discreet communications management during difficult circumstances.

Named customers10 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• FoxtelcoreGTM or Marketing Partner22 talent Alex Perry has been a judge on Australia's Next Top Model on Foxtel for 10 consecutive seasons. The show is Foxtel's most successful franchise and highest ratings non-sports show, syndicated worldwide.
• SpecsaverscoreGTM or Marketing PartnerAlex Perry partnered with Specsavers to design limited-edition eyewear collections. The initial collection was so successful that Alex has designed a collection every season since, exclusive to Specsavers.
• Bondi SandscoreGTM or Marketing PartnerPia Muehlenbeck is a long-term ambassador for Bondi Sands self-tanning brand.
• Max FactorcoreGTM or Marketing PartnerLiz Kelsh is a longstanding brand ambassador for Max Factor cosmetics.
• Paramount+ AustraliaminorGTM or Marketing Partner22 talent Tammy Hembrow announced as 'House Boss' for Season 3 of Aussie Shore on Paramount+ Australia.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Stable (Australia): Australian influencer and creator management agency representing social media talent for brand campaigns and ambassador roles. Closely comparable to 22's content-creator segment and competing for the same influencer-marketing budgets.
• Marquee Management Australia: Australian talent management firm representing presenters, broadcasters, and media personalities for TV, brand, and event work. Direct boutique competitor to 22 with comparable client mix (TV personalities, lifestyle talent) and Australian-only footprint.
• The RGM Group: Australian talent and influencer management agency representing media personalities, athletes, and digital creators across brand, broadcast, and digital deals. Most direct head-to-head peer for 22 in the Australian market, competing for the same brand-side budgets and talent roster.
• Empire Talent Management: Australian talent management agency representing creators, presenters, and personalities across brand, broadcast, and digital opportunities. Comparable boutique Australian representation business competing for similar talent and brand-side clients.
• Click Management: Australian talent agency representing creators and personalities for brand, content, and commercial partnerships. Comparable boutique Australian representation model focused on digital and lifestyle talent.

Broad incumbents

• WME (William Morris Endeavor): Global talent agency under Endeavor representing actors, broadcasters, creators and thought leaders. Directly comparable representation and brand-partnership services, but operating at global scale with significantly larger resources.
• United Talent Agency (UTA): Major US-headquartered talent and literary agency representing actors, creators, athletes and brands. Comparable in representing both legacy celebrities and digital creators for brand and speaking work, but with significantly broader capabilities and geography than 22.
• Creative Artists Agency (CAA): One of the world's largest talent agencies representing actors, broadcasters, creators and brands. Comparable core service (talent representation, deal negotiation) but with global scale, owned IP and a much broader portfolio than 22's boutique Australian focus.
• IMG (Endeavor): Global talent and representation powerhouse and the former employer of 22's founder. Directly comparable as an end-to-end agency representing celebrities, broadcasters and athletes, but operates at vastly larger scale across sports, fashion, and entertainment globally.

Emerging players

• Aspire (BAMM): Influencer marketing platform and agency that connects brands directly with creators for campaigns. Comparable in servicing creator brand-deal flow but as a tech-enabled intermediary that competes with traditional agencies like 22 on the influencer segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/22mgmt
• Facebookfacebook.com/22mgmt
• LinkedInlinkedin.com/company/22-management

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 22