Creative Artists Agency (CAA) has hired Sophie Crowther to join its creators team in London, as the talent agency continues to expand its presence in the UK's creator economy sector. Crowther, who has 12 years of experience in the field, joins from Billion Dollar Boy, where she built the company's talent partnerships team and helped launch FiveTwoNine, a creator-focused brand and platform. She will focus on brand partnerships and support new business opportunities for CAA's digital clients.

The appointment is part of a broader push by CAA to grow its Creators business in London and beyond Hollywood, following the recent hiring of digital agents Georgia Katz and Elle Skinner. Before joining Billion Dollar Boy, Crowther led creator projects across the Asia-Pacific region at Monks and served as Head of Talent, APAC, at Brave Bison. CAA Creators Agent Glenn Miller welcomed her appointment, citing her industry expertise, relationships and understanding of the creator economy's direction.