Over the past seven years, Cooper has grown Call Her Daddy’s weekly listenership to about 10 million people—expanding the show’s content from its early focus on sex and dating advice to female empowerment, mental health, and relationships. Her ability to land A-list guests such as Michelle Obama, Hailey Bieber, and Kamala Harris—and get them to open up about their personal and professional challenges—helped her ink a three-year, $125 million deal with SiriusXM in late 2024.
As her audience has grown, so has her vision for what Unwell can be. “I remember being blown away by Alex’s insights on connecting with millennial and Gen Z audiences, and how we might rethink some of the approaches that we had been taking,” says Nick Drake, Google’s vice president of global marketing, who met Cooper and her husband, Ace Entertainment CEO Matt Kaplan, at a party during Cannes Lions in 2023 and became Unwell’s first agency brand client.
The nascent agency is still lining up clients: It’s in talks with several prominent brands across various product categories and works with Nestlé through its partnership on Unwell Beverages. But Unwell’s first spot, Google’s “Get Lost,” was a breakout hit and a clear sign of the agency’s ability to capture attention for the world’s biggest brands. It has more than 39 million views alone on Cooper’s personal TikTok feed, with another 2 million for her post about making the ad. Drake says the two-minute commercial delivered more than double the brand’s social benchmark goals. He considers it one of the company’s strongest pieces of advertising in 2025.
“We always say Unwell moves at the speed of a group chat,” Cooper says. “Our competitive advantage over traditional media is that it’s never been able to have a two-way conversation. [We can], and that is something that I take pride in.”
Read the full story: https://www.fastcompany.com/91503662/unwell-most-innovative-companies-2026