WHE Agency
- Acquired
- July 20, 2021, 55%
- Paid
- $275,000 cash and $660,000 stock
- Ownership
- 95% by 2023
- Founder
- Tracy Willis
- Roster
- 55 creators at acquisition, 91 six months later
- Reach
- 50 million followers at acquisition, nearly 75 million six months later
WHE Agency manages family and lifestyle creators and brokers their brand deals with companies like Procter & Gamble, Mattel and Target. Creatd bought 55% in July 2021 for $275,000 in cash and $660,000 in stock. Within a year the roster had grown from 55 creators to more than 90, its reach from 50 million followers to nearly 75 million and then 26 million more, and its founder was running Creatd's whole agency arm.
What WHE does
WHE Agency is a talent management and public relations firm for digital creators, originally those in the family and lifestyle space: YouTube parents, Disney alumni, TikTok mothers. It signs creators, manages their careers and matches them with brands, taking a share of the deals it brokers. When Creatd bought in, WHE represented more than 55 creators, including Jessica Skube of JesssFam, actor David Henrie, Kyra Sivertson of OKbaby and Tiffani Rose Beaston of Beauty & The Beastons, with a combined audience of more than 50 million followers, and had brokered work with Procter & Gamble, Mattel, Audible and HelloFresh.
WHE was co-founded by Tracy Willis and Kenn Henman. Willis had more than fifteen years in public relations and talent representation, including as vice president at Gushcloud Talent Agency, where she oversaw digital creator talent.
Why Creatd bought it
Creatd's agency, Vocal for Brands, made branded content; WHE made influencer deals. Creatd's chief executive said the acquisition would compound revenue for both: Vocal's best creators would gain access to WHE's representatives and brand relationships, and WHE's talent would gain Vocal's distribution and Creatd's capital. Willis said Creatd offered what her family-oriented creators needed most, a creator-first culture and safe, moderated communities. The purchase was also expected to be immediately accretive to earnings.
Creatd signed a memorandum of understanding on June 16, 2021 for 55% of WHE through Creatd Partners, for $275,000 in cash and $660,000 in Creatd stock, and closed on July 20, 2021. Willis became chief executive of WHE, reporting to Creatd's chief executive.
What happened under Creatd
The roster grew fast. In October 2021 WHE signed five creators in under a month, including Missy and Bryan Lanning of Daily Bumps, whose 8.3 million followers had worked with Subway, Hulu, Target and Disney; it was the Lannings' first signing with a full-service management firm. WHE's combined audience passed 67 million. By January 2022 the roster had grown 85% since the acquisition to 91 creators with a combined reach of nearly 75 million, WHE had tripled its internal team, and it had begun signing talent in music, food and cannabis wellness, with specialists added to help creators with NFTs. By May 2022 reach had grown by a further 26 million that year, and WHE had brokered deals with Alfa Romeo, CBS, Amazon, Target, Disney, Warby Parker, CVS, Kay Jewelers, Walmart, Gerber, Masterclass, Procter & Gamble, Nike and the NFL.
The integration with Vocal happened as planned. In May 2022 Creatd repositioned Vocal for Brands as an integrated agency drawing on WHE's influencer network and Vocal's storytelling, and four WHE creators, Caitlin Fladager, Emily Meagher, Sande Stevenson and AshLee Frazier, with a combined 4.2 million followers, joined Vocal. On August 17, 2022 Creatd named Willis chief executive of Creatd Partners, its entire influencer and content marketing arm, with responsibility for talent acquisition across the company and for finding further agency acquisitions. The next day Creatd signed a memorandum of understanding to raise its stake in WHE from 55% to 61% for about $360,000 in stock priced above market. Creatd's Form S-1 records its ownership reaching 95% by 2023.
What Creatd learned
WHE was the acquisition that turned Creatd's agency work from a content studio into a full-service offering, and the pattern it set, buy a majority in a founder-led services business, keep the founder in charge, connect it to Vocal's audience and Creatd's shared operations, is the pattern Creatd used again with PCG Advisory in 2025. It also showed how far a small agency can grow in a year with capital and a larger network behind it.
Where it stands
Creatd's Form S-1 lists WHE Agency among its past acquisitions, with ownership of 95% by 2023, and does not state its current status. This page describes the agency as it was built and operated under Creatd.
Timeline
- June 2021
- MOU for 55% of WHE
- 2023
- Creatd ownership reaches 95% (Form S-1)
Sources: Form S-1 filed September 15, 2026, and Creatd press releases from June 2021 to August 2022, all in News.
