What to look for in a casting partner

Casting for a film, TV project, or commercial is about much more than finding a “good face.” It’s about choosing talent that can truly bring a story to life. A lot is at stake, and timelines are usually painfully short.

So what should you look for in a casting partner?

1. Understanding the role — not just the look

A good casting director doesn’t just read the brief. They see behind the words and really wrap their head around what the director is trying to say with the story and the characters – and the “look” is usually just a small part of the whole picture.

And one more thing: there must be bravery to suggest out-of-the-box ideas.

2. Start with the right talent pool

As timelines are short, it’s crucial to have quick access to a wide pool of talent – ideally through a casting company with its own in-house register to start from. 

Agency Icon offers a diverse and well-curated roster: actors, commercial talents, real people, kids, and strong character faces. It’s not only about the volume to choose from, but how relevant those people are to your brief.

We scout on a daily basis – street scouting, online scouting, and constantly keeping an eye on new and up-and-coming actors.

3. Reach Matters When the Talent Isn’t Listed

When you need that one person who doesn’t seem to exist in any register – will your casting partner actually go out on the streets to find them? In a small world, everybody knows somebody, but the real question is: does your message reach the person who knows the right person?

That’s where reach matters. Our social media channels have grown to 6 526 followers on Instagram and 17 395 on Facebook, helping us find very specific profiles fast.

4. Is there a team behind the casting director?

Whether it’s a local TV spot, an international campaign, or a streaming production, usage terms matter. Fees, territories, platforms, and duration should always be clearly defined to avoid surprises later.

As we said, the stakes are high. Is there someone who can step in and back up the casting director you’re working with if needed?

At Agency Icon, we’ve built systems so that anyone in our team can pick up where the other left off if life happens or a project suddenly grows. Of course, creativity and taste can’t simply be copied – but that’s exactly why we’ve chosen a team where a strong creative standard is the norm, not an exception.

5. Clear agreements on usage & markets

Whether it’s a local TV spot, an international campaign, or a streaming production, usage terms matter. Fees, territories, platforms, and duration should always be clearly defined to avoid surprises later.

Does your casting partner handle this – or is all the negotiation and back-and-forth contract signing on your desk?

At Agency Icon, we take care of that part, so you can focus on the production, not paperwork.

6. Money talks

When you have two offers on the table, it’s natural to look at the cheaper one first. But what if the “cheaper” option turns out more expensive in the end?

With us, you’re not just buying hours – you’re buying efficiency, clarity, and a much higher chance of getting it right the first time.

7. People's people

Tight schedules are the norm in film and advertising. A reliable casting partner handles auditions, availability, contracts, and last-minute changes calmly and efficiently – so your production can stay focused.

The best casting companies work as part of your team. They anticipate needs, offer solutions, and think long-term – helping you cast smarter, faster, and with more confidence.

In the end, this is a people business. You need people’s people on your side.

Need a casting partner?

Write to us at tallinn@agencyicon.com or helsinki@agencyicon.com and let's make it happen! We're here for you!