Alex Cooper, host of the “Call Her Daddy” podcast, is expanding her media portfolio with the launch of Unwell Creative Agency, a new division of her Unwell media company. The agency will focus on connecting brands with Gen Z women through content creation, marketing campaigns, and live events.

The Wall Street Journal reports that the agency’s debut is backed by a multiyear creative and media partnership with Google, which includes creating social media advertising and producing Google activations at live events. The partnership’s first output is an ad for Google Pixel and T-Mobile titled “Get Lost,” featuring “Saturday Night Live” alumna Aidy Bryant and “The White Lotus” actor Sabrina Impacciatore alongside Cooper.

Cooper plans to take an active role in the agency’s operations while maintaining flexibility about her personal involvement in campaigns. “I will be involved as much as I’m needed, but Unwell doesn’t always need to be about me,” Cooper said in a statement.

The creative agency joins the influencer’s expanding business portfolio, which includes the Unwell Network media company launched in August 2023, a TV production arm called Unwell Productions, and the Unwell Hydration beverage line.

Cooper’s Unwell Hydration, which launched in January 2025 exclusively at Target stores nationwide, offers three flavors containing electrolytes, B-complex vitamins, and green coffee extract. The beverage line competes with brands such as Logan Paul and KSI’s PRIME and Gatorade.

Creator-Led Agencies on the Rise

Cooper’s entry into the creative business follows a trend of celebrities establishing creative agencies to transform their fame into more sustainable revenue streams. The agency will maintain a small core team while drawing on resources from other Unwell divisions and bringing in new talent as needed. Stephie Coplan, formerly Group Creative Director at Media.Monks, has joined as Executive Creative Director.

The Unwell Creative Agency expands Cooper’s business portfolio, which now employs nearly 100 staff across its various divisions. Cooper’s recent SiriusXM partnership, valued at $125 million over three years according to CNN, grants the audio platform exclusive advertising and distribution rights for “Call Her Daddy” and other Unwell Network podcasts.

Cooper’s podcast, which averages approximately 10 million listeners per episode, has established her as what National Women’s Soccer League Commissioner Jessica Berman describes as a “Gen Z whisperer,” positioning her uniquely in advertising to target younger female consumers.

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