United Talent Agency (UTA) expanded its U.K. Creators division with the addition of agent Beth Heard.

Variety reports that the move aims to bolster UTA’s roster of digital-first and audio talent in the region.

Heard, formerly head of talent at London’s Sixteenth agency, brings a diverse roster of digital creators to UTA — her expertise in nurturing emerging talent, particularly in niche areas like BookTube and true crime content. 

Heard’s client list included content creators such as Jack Edwards and Eleanor Neale. She also brings six years of senior communications experience in the health, beauty, and wellness sectors.

UTA’s existing U.K. digital talent portfolio features notable names like Madeline Argy, RedHanded, Jampot Productions, and Yung Filly. The agency’s global creator client base includes Instagram influencer Emma Chamberlain and TikTok’s D’Amelio family.

“Her extensive experience and deep understanding of the digital-first landscape will be a tremendous asset as we continue to expand UTA’s presence globally,” Shelby Schenkman, a fellow London UTA Creators agent, stated in the report.

Variety added in their report that this hire also reflects a broader trend of U.S.-based agencies expanding their European operations. UTA’s recent acquisitions of ROOF and Curtis Brown Group and new London offices indicate a long-term strategy to establish a strong presence in the UK market.