UTA Elevates Patrick Herold And Rachel Viola To Co-Heads Of Its Theater Practice
deadline.comEXCLUSIVE: Following a Tony season in which it collected 28 nominations and a number of notable wins, UTA has upped Patrick Herold and Rachel Viola to co-heads of its theater practice.
Based in the agency’s New York office, the pair will oversee day-to-day operations of the department and report to Jay Gassner, partner and co-head of talent; and Allan Haldeman, partner and co-head of TV lit.
Herold joined UTA in 2022 after nearly 20 years at ICM, where he was a partner and head of theater. His previous roles in the industry have included owning literary agency Helen Merrill Ltd.
and holding the posts of associate general manager of Lincoln Center Theater, director of development at New York Theatre Workshop and trustee of Dramatists Play Service.
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