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The Science of Greta Gerwig’s CAA Poach

The A-list Barbie and Narnia director recently left UTA—and her agent of nearly two decades—and provided a rare window into CAA’s playbook in the process.

Greta Gerwig
Once Noah Baumbach jumps, the dynamic between Gerwig and Jeremy Barber, her agent of 18 years, changes, and it’s only a matter of time before the bigger fish joins. Photo: Gareth Cattermole/Getty Images for BFI
Matthew Belloni
April 10, 2026

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Why would one of the hottest directors in town fire the agent that helped get her there? Back in September, when CAA’s Bryan Lourd signed Noah Baumbach after two decades at UTA, I noted “the ultimate prize is likely Baumbach’s partner in life and sometimes work, Greta Gerwig.” Cut to Tuesday, when CAA announced that yes, the A-list Barbie and Narnia director is now a client. No surprise: Gerwig has been a Lourd project for years now, and CAA often goes through the spouses.