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We believe in talent.

Play Media is a boutique media company established to generate, develop and produce great stories with great talent.

About Us

Trina Allen-Abt


Scratching an entrepreneurial itch and seeking to establish a unique, talent-focused culture, Trina co-founded PLAY Management in 2006, one of Canada’s most successful full-service talent agencies. In addition to representing clients in film, television and literary arenas, she has spearheaded many of the agency’s growth initiatives, including the expansion of PLAY Management and PLAY Management Media in Canada and the U.S., thereby deepening the talent pool, creating greater visibility for talent, and generating new opportunities. With 20 years of talent management and representation experience, Trina is also adept at developing concepts and ideas, and is leading the agency’s entry into producing its own creative content and bringing those productions to market.

While many agencies are transactional in nature, Trina believes true representation consists of identifying talent across all demographics, developing it, understanding the individual’s life story, and finding the right roles for the right person. She is also adept in contract negotiation and has cultivated strong relationships with many of the most successful agencies, production companies, studios and streaming platforms in the U.S. and abroad.

Trina earned her Bachelor of Science degree in Biology from the University of Western Ontario, outside of Toronto, and she was introduced to the world of talent management by a friend who was an aspiring actor. She calls that one of her “Aha!” moments and immediately knew working in the talent industry was to be one of her true passions in life.

Vickie Petronio-King


For over 20 years, Vickie Petronio-King has established herself as one of Canada’s preeminent talent managers, while creating PLAY Management into one of the largest and most successful management companies in Canada. Managing well established actors and directors from Canada and the US, she has built her career on leveraging the unique talents and strengths of each client and complimenting them with her passion, knowledge and insight into what “works”.

Vickie and her team take a total management approach to understanding the needs, goals  and vision of each client, while working to guide each project and choice along that path. Proven, successful partnerships with agencies such as WME, UTA, CAA, ICM, Gersh, A3 and many others, form just part of the extensive network that Vickie has developed. Her relationships with producers and studios have also allowed her to champion her clients own projects and guide them though the development process.

The list of leading roles and projects Vickie and her clients have worked on over the years is extensive and varied but whether it’s choosing to work on projects because of the director, the actors attached, the script or simply the challenge of the role itself,  the decision is always in alignment with the goals of the client and the aspiration of continually moving their career forward.

Lena Lees-Heidt


With over 20 years of experience in the industry, Lena has had the pleasure of working with some of the countries most recognizable talent. Lena has exceptional relationships on both sides of the border with broadcasters, networks, studios, and the top agencies and management companies. She takes great pride and enjoyment in her work, whether it be developing young talent, or working with established, award-winning performers. She is recognized for her attention to detail, strategic approach, nurturing personality, and is always proud to be a contributing factor in her client’s accomplishments.

Lena sat on the board for Women in Film and Television (Vancouver) in 2014 and 2015, was on the advisory committee for the inaugural “Women in Focus” series for The Whistler Film Festival, and has proudly been a mentor for the past 2 years with the Greater Vancouver Board of Trade’s “Leaders of Tomorrow” program.

Lena thrives on collaboration and looks forward to expanding the company’s focus and brand in  the coming years with her colleagues and clients alike.

Andrew McCann Smith

Managing Director & Director of Content

Andrew McCann Smith is a seasoned creative producer known for spearheading and delivering bold, critically acclaimed television, feature films, comic books, and documentaries. In 2013, Andrew co-founded First Love Films which produced exceptional multi-genre content for American and Canadian broadcasters including AMC/Shudder, CBC, Verizon, and CW. First Love’s work played on some of the world’s most prestigious screens including at Sundance, TIFF, and Locarno, and took home dozens of top awards including Grand Prix at Claremont Ferrand, Locarno’s Jury Prize, and a Canadian Screen Award. Most recently, Andrew produced digital series Warigami (CW/CBC), elevated horror film The Dark(Amazon Prime/ Dark Sky), and documentary series Cursed Films (AMC/Shudder). In 2018, First Love Films merged into Sienna Films, where Andrew was a production executive on celebrated shows including Cardinal (Bell, Hulu) and Trickster (CBC). Andrew is focused on incubating talent, developing and exploiting IP, and telling stories in new and innovative ways for international audiences.

Contact Us

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