Whalar Group has acquired The Business of Creativity, the media company co-founded by advertising veteran Sir John Hegarty, in a part-cash, part-share transaction. The deal, worth $20 million, marks Whalar’s seventh acquisition as it continues to build its creator economy business that is now worth $400 million.

The Business of Creativity, founded in 2022 by Hegarty, Ben Lee, and Immy Groome, offers expert-led digital courses, C-suite creative consulting, and global events focused on creativity as a business driver. The entire founding team will remain with the company following the acquisition.

“This is an incredible full-circle moment for us,” Neil Waller and James Street, co-CEOs and co-founders of Whalar Group, said in a press release. “Sir John has not only served as our Chairman for nearly a decade, but he was one of our earliest angel investors who also helped give Whalar Group its mission of Liberating The Creative Voice.”

The acquisition comes as businesses navigate the intersection of artificial intelligence and human creativity. According to the companies, the partnership responds to a growing need for human creative capabilities that AI can simulate but not originate.

“Creativity is oxygen for business growth. But lately, businesses have been holding their breath,” stated Hegarty. “This partnership puts The Business of Creativity in the perfect position to deliver on our mission: to make the world more creative.”

Expansion Plans

Following the acquisition, The Business of Creativity plans to accelerate growth with new course releases and expand its media and events presence globally, with particular focus on U.S. expansion. 

The company’s courses include “Creativity for Growth” led by Hegarty, “Advertising Principles Explained” by Orlando Wood, and “Beyond Your Limits” by Greg Hoffman.

The acquisition integrates with Whalar Group’s existing operations, including its creator agency, The Lighthouse physical campus for creators in Venice, California, talent management firm Sixteenth, Foam data analytics platform, Moby Ventures, and Umi Games.

Industry Context

Whalar Group has raised capital at a $400 million valuation from investors including Salesforce CEO Marc Benioff, producer Neal H. Moritz, and Shopify. Since 2016, the company has distributed over $300 million to content creators.

The acquisition follows Whalar’s purchase of UK talent management firm Sixteenth in October 2024, and occurs during a period of increased M&A activity in the creator economy sector, with Publicis Groupe recently acquiring Captiv8 to strengthen its influencer marketing capabilities.

Whalar Group now comprises a team of over 300 people worldwide, operating what it describes as “a first-of-its-kind Creator ecosystem” that connects brands with creator-led communities.