Simon & How Associates

Simon & How Associates is a London talent agency that has earned a distinctive reputation for being one of the friendliest, most approachable, and most genuinely supportive agencies in the UK representation landscape, representing actors across theatre, film, television, and commercials with a warmth and personal investment that sets them apart from more corporate operations. The agency's culture of genuine care for their clients' wellbeing and development creates a representation experience that is particularly valued by actors who are new to professional representation or who have been made to feel like afterthoughts at larger, less personal agencies. Simon & How Associates is also widely recognised for their commitment to representing a truly diverse roster that reflects the full breadth of the UK acting community — a commitment that goes beyond tokenistic inclusion to genuine representation of actors across all ethnicities, ages, body types, abilities, and backgrounds. This combination of warmth and diversity makes the agency an important and valued presence in the London representation ecosystem.

Simon & How Associates' clients work in a wide range of productions spanning fringe theatre to major television shows, feature films, and commercial campaigns, demonstrating that the agency's approachable nature does not compromise their ability to secure genuine professional opportunities. The diverse roster is a particular asset in the current production landscape where casting directors are actively seeking talent that authentically represents the diversity of contemporary British society, positioning Simon & How's clients favourably for the growing number of projects that prioritise inclusive casting. The agency's supportive culture extends to their relationships with casting directors, who appreciate working with an agency that communicates professionally and that sends well-prepared, diverse talent for consideration. For actors who bring unique perspectives and non-traditional backgrounds to their craft, Simon & How provides the kind of genuine advocacy that many agencies promise but fewer consistently deliver.

Simon & How Associates welcomes submissions from actors at various career stages, particularly those who bring something unique and distinctive to the table — performers whose individual qualities, cultural backgrounds, or life experiences would add to the agency's commitment to representing the full diversity of the UK acting community. The agency attends drama school showcases regularly and is actively engaged with emerging talent, demonstrating a genuine interest in discovering new voices rather than simply processing submissions from established performers. Submissions should include a Spotlight profile, professional headshots, and any available showreel material, but the agency is understanding of the fact that emerging actors may not yet have extensive materials. The welcoming, approachable submission process makes Simon & How one of the least intimidating agencies to approach, which is a genuine service to actors who are navigating the often anxiety-inducing process of seeking professional representation for the first time.

Represented actors at Simon & How Associates experience the personal, supportive representation that defines the agency's character — agents who know their clients genuinely, who celebrate their successes, who provide emotional support during the inevitable difficult periods, and who advocate for them with the conviction that comes from authentic personal investment. The agency submits through Spotlight and direct casting director relationships, with their diverse roster providing a competitive advantage for the increasing number of productions seeking inclusive casting. The supportive culture does not mean the agency is not professional or effective — the combination of warmth and competence is precisely what makes them distinctive and valued by both clients and casting professionals. Emerging actors particularly benefit from the agency's patience and guidance during the steep learning curve of early professional careers.

Simon & How Associates' roster is one of the most genuinely diverse in the London agency landscape, representing actors across all ethnicities, ages, body types, abilities, genders, and backgrounds in a way that reflects a deep institutional commitment to inclusivity rather than a response to industry trends. The client base includes experienced working actors alongside emerging performers who are building their first professional credits, creating a roster that spans the full range of career stages. The agency attracts actors who value being represented by people who genuinely care about them as individuals rather than treating them purely as revenue-generating assets. The supportive community among represented actors creates an environment of mutual encouragement that helps performers navigate the inherent challenges of the profession.

Commission is taken from booked work only, with no upfront costs, joining fees, or hidden charges — the standard commission-based model that characterises legitimate UK talent agencies. Commission rates follow standard UK industry practices, typically 10-12% on theatrical work and up to 20% for commercial engagements, with terms discussed during the signing process. There are no mandatory expenses for headshots, workshops, or any services connected to representation. The commission-only model ensures the agency's income is directly tied to booking success, and the supportive culture extends to transparent, honest communication about the financial aspects of the representation relationship.

Simon & How Associates is an excellent choice for UK actors who want representation from an agency that genuinely cares about their wellbeing and development, and who value being part of a diverse, inclusive agency community. The agency is particularly well-suited for diverse actors who want representation that authentically advocates for inclusive casting, emerging performers who are new to professional representation and want a supportive introduction to the agency-client relationship, and actors who have felt overlooked or undervalued at previous agencies. If your primary priority is the most prestigious agency name and maximum industry leverage, the top-tier agencies may better serve that goal. For actors who believe that the quality of the human relationship with their agent is fundamental to career satisfaction and professional effectiveness, Simon & How Associates offers something genuinely special in the London representation landscape.

Embrace what makes you unique and distinctive rather than trying to fit a conventional mould — Simon & How values the qualities that set you apart and will advocate for the casting opportunities where those qualities are assets. Be open and communicative with your agents about your career goals, your creative interests, and any challenges you are facing, as the supportive agency culture works best when the relationship is genuinely two-way. Invest in your craft continuously, as the agency's supportive approach is complemented by your own professional development efforts. Take advantage of the diverse agency community by networking with fellow clients and building the mutual support relationships that make the profession more sustainable. Maintain professional materials that reflect your best current work and that showcase the authentic qualities that the agency values and advocates for.