Fabiola Pena, founder and CEO of the first talent agency in Mexico, Talent on the Road, will be at the helm. Pena plans to continue shuttling between Mexico City and LA and is grooming two staffers for the Santa Monica-based office.
Pena founded Talent on the Road in 1998 in a bid to professionalize the casting process in Mexico. Up to 10 talent agencies of varying sizes followed suit.
“It’s important to establish a niche in this big business,” Pena said.”We expect to be packaging TV series for the likes of Univision, Telemundo, MundoFox, Televisa, etc.”
WTH’s content division, run by Mexico City-based Samara Ibrahim, offers a team of inhouse scribes to develop and provide analysis of new content for television, film and the theatre.
WTH launch comes at a time when demand for Latino talent is on the rise in the U.S. as studios and television networks respond to the growing clout of the U.S. Hispanic market. WTH will rep thesps, scribes and helmers from Mexico, Spain, Colombia and Argentina in its initial growth phase. Current client roster includes Vanessa Bauche (“Amores Perros”), Jan Cornet (“The Skin I Live In”), Damian Alcazar (“La Ley de Herodes”), Manolo Cardona (“The Snitch Cartel”) and Paulina Gaitan (ABC’s “The River,” “Sin Nombre”).
For some Latino talent already inked with U.S.-based tenpercenteries, WTH will rep them solely for Latin American productions. This client roster includes Edgar Ramirez (“Zero Dark Thirty”), Leonor Varela (“Dallas”) and Elena Anaya (“The Skin I Live In”).
Official launch presentation of WTH is slated for Tuesday at the Soho House in West Hollywood.