How to Choose an Illustration Agency

One of the biggest misconceptions we see is that signing with any agency is the goal. If anything, this could be a huge pitfall.

The goal is finding the right agency for you – one that understands your work and your voice, they know where to place it, and can genuinely champion your voice.

Not every agency will be the right fit for you – and that’s genuinely a good thing. If you do receive a rejection, try not to take it to heart. It usually means the opportunity wasn’t right for you, and if you had gotten signed to the wrong agency, it likely would not have worked out or resulted in jobs. Keep going! The goal isn’t just to get signed, it’s to find the place where your work is understood, supported, and can really flourish. 

This takes time.

Look at the Roster

An agency’s roster is a window into their taste, direction, and positioning in the industry.

Ask yourself:

• Does your work feel coherent alongside these artists?
• Are there artists doing something very similar to you?
• Or is there space for your voice to bring something new?

You’re not just trying to get in, you’re trying to see if you belong there. Remember, if you are looking through a roster and see multiple artists who styles are too similar, your work might not stand out, you want to ensure your work fits the agency’s voice, whilst stil being a standalone style that will attract the clients eye.

Understand Their Focus

Different agencies serve different spaces, and being aware of that can completely change your approach. For example:

Advocate Art works widely across children’s publishing and collaborates with a broad range of publishers and clients, as well as having a huge focus on licensing and greeting cards.

Illo Agency focuses on representing diverse illustrators, particularly those telling stories rooted in unique lived experiences.

Agencies are just different. None are inherently better than others, just some may align more naturally with your work than the other.

Think Beyond Style

It’s not just about how your work looks, it’s about:

• The kinds of stories you tell
• The audiences you connect with
• The industries you want to work in

An agency isn’t just representing your portfolio,  they’re representing your direction.

Do Your Research!

A little bit of homework goes a long way!

• Follow their artists.
• Look at recent projects.
• See who they’re working with.

This gives you real insight into the level they’re operating at, the type of clients they attract and where your work could realistically sit.

How to Choose the Right Illustration Agency: What to Compare
Not every agency is the right fit for every illustrator. Before you submit, weigh each one against these seven factors:

• Style match — Does the agency already represent work in your style and market, such as children’s books, editorial, greeting cards or advertising? An agency that doesn’t sell your kind of work can’t sell you.
• Client roster — Who are their clients? Strong, recognisable clients in your target market mean the agency has the right relationships.
• Commission structure — What percentage do they take, and what do you get for it? Understand the split before you commit.
• Roster size & competition — How many illustrators do they represent in your niche? Too many artists with your exact style means you may be competing in-house for the same briefs.
• Promotion & marketing — How actively do they promote their artists through social media, directories, trade shows or mailers? Representation only helps if they put your work in front of buyers.
• Communication & support — Do they offer feedback, portfolio guidance or mentorship, or do they simply list you and wait?
• Contract terms — Is the agreement exclusive or non-exclusive? What territories does it cover? What are the exit terms? Know what you’re signing.

Once you know what you’re looking for and you’ve found an agency that fits, the next step is getting your work in front of them. You can submit your work for representation to ITSme.

A Final Thought

The best partnerships don’t happen by chance, they often happen through alignment.

When the right artist meets the right agency, things click: Conversations are easier, opportunities make sense and the work feels like it’s moving in the right direction.

If you find somewhere that you feel you truly click, but you don’t get the result you want, remember to check back in in the future, likely when you have new work in your portfolio. Sometimes this can feel uncomfortable, but it’s an important step. We love to hear back from people and review your new projects. The industry is moving and evolving so quickly – it’s impossible not to get excited by new work!

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