Culture 4 min read By Lauren Baxter
Gersh Signs Business and Culture Creator Jaclyn Johnson
Jaclyn Johnson, founder of the women's media and events platform Create & Cultivate, has signed with Gersh for representation as she expands her work in business, investment, and culture.
Jaclyn Johnson, the entrepreneur and content creator known for founding the women's media and events platform Create & Cultivate, has signed with the talent agency Gersh. The deal positions Johnson for broader representation across business, investment, and culture, areas where she has built a following and a portfolio of ventures.
Johnson launched Create & Cultivate in 2011 as a retreat for 25 female founders in Palm Springs. Over the years, she grew the platform into a global media and events business that connects women in entrepreneurship, branding, and creative industries. The company became known for its conferences, digital content, and community-building work aimed at women building careers and companies.
Her signing with Gersh reflects the growing interest among talent agencies in creators whose influence extends beyond traditional entertainment. Johnson's profile sits at the intersection of business and culture, a space that has become increasingly valuable as brands, media companies, and investors look to reach audiences through trusted voices. Gersh, a legacy talent agency, has been expanding its representation of digital creators and multi-hyphenate figures in recent years.
Johnson's work with Create & Cultivate has made her a recognizable figure in the women's professional and lifestyle space. The platform has hosted events featuring founders, executives, and celebrities, and has partnered with major brands seeking to connect with its audience. Her investment activity and commentary on business and culture have further established her as a voice in the creator economy.
The creator economy has drawn heightened attention from Hollywood and the broader entertainment industry. Disney recently held its first creator-focused event, Created in L.A., at the El Capitan Theatre in Hollywood, bringing together more than 350 creators, innovators, and industry leaders for a two-day gathering. The event was designed to exchange ideas, build relationships, and explore the future of creator-led storytelling and the business behind it. Disney CEO Dana Walden spoke at the kickoff, envisioning partnerships between creators and the company, saying, «Maybe we can tell some stories together.»
That kind of crossover between traditional media companies and independent creators underscores why representation deals like Johnson's matter. Agencies are increasingly looking to sign figures who can move between content, commerce, and live events. For Johnson, Gersh's backing could open doors to new partnerships, production opportunities, and investment ventures.
Johnson's trajectory from a small retreat in Palm Springs to a global platform mirrors the broader growth of the creator and founder economy. What began as a gathering for 25 women has become a business that reaches a much larger audience, with events and digital content that speak to women navigating entrepreneurship and creative work. Her signing with Gersh suggests that her next chapter will continue to blend business, culture, and media.
The deal also highlights how talent agencies are competing to represent creators who have built direct relationships with audiences. Unlike traditional celebrities, creators often arrive with their own platforms, communities, and revenue streams. Gersh's decision to sign Johnson signals confidence in her ability to translate that influence into new areas.
For now, Johnson remains focused on her existing ventures, with Gersh set to help guide her expanding portfolio. The partnership places her alongside a roster of clients in entertainment and digital media, and it positions her for opportunities that cross the lines between business, culture, and storytelling.
