Madrid is once again the backdrop for an ambitious television production, as filming for “La Agencia,” the Spanish adaptation of the French mega-hit “Call My Agent!,” is in full swing. With a stellar cast and a production team determined to capture both the glamour and the grit of the entertainment industry, “La Agencia” is poised to become one of Spain’s most talked-about television events of the year.
The series takes place in the offices of Rebecca Talent, one of the most important artistic representative agencies in the country, where the four agents – Gabi (Javier Gutiérrez), Andrea (Manuela Velasco), Matías (Carlos Bardem) and Maribel (Fiorella Faltoyano) – along with their attendees and the artists who parade there every day, generate a unique, competitive and exciting universe, but struggle to combine with their complicated personal and family lives.
Produced by Mediawan company Good Mood – behind TV hits such as “Estoy Vivo,” “4 Estrellas” and “Cristo y Rey” – “La Agencia” is bound for Telecinco in Spain, the main channel of broadcast network Mediaset España. Good Mood founder Daniel Écija, a legendary producer and showrunner behind more than 30 TV series, is heading the Spanish adaptation and will be able to tap into his own rich history in the industry to elevate the series’ authenticity.
Variety recently visited Rebecca Talent’s fictional offices and sat down with Écija and Mediaset España head of acquisitions Ghislain Barrois to discuss their glitzy new adaptation.
A Carefully Crafted Adaptation
Bringing a successful format to a new market is always a challenge. As Écija explains, comedy is one of the most complex genres to adapt, as humor is deeply rooted in local culture. “Each country has its own comedic language,” says Écija. “Comedy thrives on cultural truth, which is why adapting ‘Call My Agent!’ for a Spanish audience required extensive reworking of scripts and characters. We had to make sure the humor resonated with our audience.”
This adaptation was not rushed. The development process took nearly a year and a half, reflecting the meticulous approach taken to ensure a balance between authenticity and broad appeal. The writers and producers wanted the show to be unmistakably Spanish while maintaining the sharp wit and charm that made the original French series a global success.
“‘Call My Agent‘” is one of our most iconic hits and beloved series, and we’re looking forward to seeing the first episodes of ‘La Agencia,’ our new adaptation produced by Good Mood and featuring fantastic Spanish talent,” says Elisabeth d’Arvieu, CEO of Mediawan Pictures. “After the success of our Italian remake, which is now entering its third season, adapting the series for the Spanish audience presents an exciting opportunity to further develop this unique IP.”
A Star-Studded Cast and the Reality of Show Business
One of the highlights of ‘Call My Agent!’ was its ability to seamlessly blend real-life celebrities into its fictionalized world of talent management. “La Agencia” follows this model, featuring a mix of established stars and up-and-coming talent. Renowned actors like Javier Gutiérrez, Marta Hazas and Carlos Bardem will take on key roles, alongside a rotating lineup of well-known Spanish and international guest stars, who will play fictionalized versions of themselves.
According to Barrois, the decision to include high-profile actors was crucial. “The original ‘Call My Agent!’ became a sensation partly because of its all-star cameos. Our version aims to do the same, but with a Spanish twist – showcasing not only the acting talent but also the cultural richness of our entertainment industry.”
Beyond the celebrity factor, the show aims to depict the intricacies of talent management in Spain. “We didn’t just want to do a backstage series,” says Écija. “We wanted to capture the highs and lows of the profession – the crisis management, the personal sacrifices and the often absurd nature of show business.”
Madrid as a Character
As the French version integrated the city of Paris as an integral element of the show, “La Agencia” leverages the vibrant landscape of Madrid to create a visually stunning setting. “Madrid is a protagonist in this series,” says Barrois. “It’s not just about office scenes. We’re shooting in some of the most iconic locations, from Gran Via to museums to red-carpet events. The city’s energy will be felt in every episode.”
By extending the narrative beyond the confines of a talent agency’s office, the series aims to be both a celebration of Madrid’s cultural scene and a reflection of the industry’s inner workings. “We’re not making a closed-set drama,” says Écija. “We’re showcasing Madrid in all its glory.”
Balancing Prestige with Mainstream Appeal
While some European TV dramas aim for a niche, high-art audience, “La Agencia” is designed to have broad mainstream appeal while maintaining the veneer of other high-end programs. “We’re making a premium series, but in the way that iconic music acts also fill stadiums,” Écija remarks. “It has to reach as many people as possible while maintaining high artistic standards.”
This philosophy is reflected in the decision to expand the episode length from the French original’s 45 minutes to approximately 65 minutes per episode. This move caters to the viewing habits of Spanish audiences, who are accustomed to longer episodes. “The storytelling structure had to be adjusted,” Barrois notes. “We couldn’t just translate the French script. The pacing, the humor and the emotional beats needed to fit the Spanish format.”
Marketing and Audience Expectations
With so many series available across multiple platforms, standing out is more challenging than ever. Unlike many recent high-end shows that have used emerging TV festivals to get attention, the “La Agencia” marketing strategy will focus on direct engagement with Spanish viewers. “This show is designed for audiences, not just critics,” says Barrois. “While we’d love for it to be recognized in festivals, our main goal is to create something that people genuinely want to watch week after week.”
The show’s promotional campaign is expected to be on the scale of a major film release, with aggressive marketing across traditional and digital platforms. “We’re treating this launch as a cultural event,” Barrois adds. “From street-level advertising to social media engagement, we want everyone to be talking about ‘La Agencia.’”
The Challenge of Open Television in the Streaming Era
In a time when streaming platforms have made the recent running, producing a major television series for a traditional network presents unique challenges. “Television has changed, but the fundamentals remain the same,” says Écija. “A series succeeds not just because of high production values, but because audiences connect with the characters and stories.”
While streaming platforms allow for niche storytelling, network television must attract a broad audience. “We can’t afford to be too exclusive,” says Barrois. “This is why we’re focusing on universal themes – friendship, ambition, betrayal – set against the unique backdrop of the entertainment industry.”
Can “La Agencia” Go Global?
With a well-known format, a high-profile cast and a compelling narrative, “La Agencia” has the potential to find success beyond Spain. “We believe this series could have a second life on international platforms,” Barrois speculates. “There’s global interest in Spanish-language content, and with the right distribution strategy, “La Agencia” could become a hit beyond our borders.”
Though the show is deeply rooted in Spanish culture, its themes are universally relatable. “At its core, it’s about people trying to balance their personal and professional lives while navigating an unpredictable industry. That’s something audiences anywhere can understand,” says Écija.
As filming continues, excitement for “La Agencia” continues to grow. With a combination of humor, drama and an insider’s look at show business, the series promises to be a must-watch event for Spanish television – and possibly beyond.