In New York City, a select group of pet talent agencies plays a pivotal role in connecting animals with opportunities in advertising, film, television, and digital media. Among the longest-standing of these agencies is All Creatures Great & Small, founded in the 1950s by Ruth Long, an original zoologist for the "Captain Kangaroo" show. Today, her daughter Cat Long runs the agency, which represents a wide range of animals and has adapted to the changing media landscape where internet and social media projects now account for approximately 75% of its business.
Long’s agency manages a diverse array of animals, from common domestic pets such as dogs and cats to reptiles, birds, insects, and horses. The agency maintains a roster of specialists to ensure the animals’ safety and humane treatment on set. “You don’t send an animal that isn’t acclimated to do this type of work,” Long said, emphasizing the importance of understanding each animal’s personality and species-specific needs.
Despite widespread interest from pet owners, Long noted that performance readiness is crucial. Prospective animal actors must be able to handle the stresses of travel, unfamiliar environments, and extended periods of focus. Agility training is often necessary, particularly for pets aiming to work in print, television, film, or theater, a process that can require significant investment from owners.
Supporting this perspective, Trudy Wisner, a six-generation bearded collie breeder and trainer from Brooklyn, highlighted the rigorous preparation involved. Her 11-year-old bearded collie, Rugby, began obedience and agility training as early as eight weeks old and now regularly appears in commercials and TV shows, including the children’s program “Gabby’s Dollhouse.” Wisner stressed the rewarding nature of training dogs to perform complex actions on set, which helps maximize their capabilities and marketability.
While pet owners naturally have intimate knowledge of their animals, professional handlers from agencies like All Creatures Great & Small accompany animals on shoots to ensure smooth performances and welfare standards. Sessions can last four to eight hours, with pay typically comprising a session fee rather than ongoing royalties or residuals, as animal talent is not unionized in the industry. However, animals securing starring or recurring roles can command higher fees.
A notable example is Bing, a harlequin Great Dane cast as Apollo in the 2024 film “The Friend,” starring Naomi Watts and Bill Murray. Located after a two-year nationwide search, Bing impressed with his socialization and training, according to William Berloni, the Connecticut-based trainer and agent who found him. Berloni emphasized Bing’s unique ability to respond to handlers beyond his owner, which was vital during filming.
To strengthen Bing’s on-screen chemistry with Watts, Berloni arranged for the actor to participate in training sessions at her home prior to shooting. This collaboration helped forge a genuine connection that translated into a convincing performance in the film, showcasing the growing sophistication of animal training and handling in the entertainment industry.