BDB Group Acquires Creator Authority to Expand B2B Influencer Marketing Capabilities

The acquisition strengthens BDB Group's presence in the US and brings Creator Authority's specialist B2B expertise together with BDB's global capabilities and Companion's creator intelligence. BDB Group sees an opportunity not just to expand into the market, but to help define how it develops.

The move comes as new BDB Group research reveals that B2B creator marketing delivered the strongest reported ROI of any creator strategy marketers invested in over the past year. 

B2B marketing is becoming big business

BDB Group's latest research, surveying 1,000 senior brand and marketing decision-makers across the UK and US, found that one in five marketers invested in B2B creator marketing in 2026, making it the second most popular strategic creator economy investment this year

The shift reflects changing buying behavior. Founders, executives, industry experts and specialist creators are increasingly influencing how audiences discover, evaluate and choose brands.

According to LinkedIn, 59% of B2B buyers consume creator content on LinkedIn - more than any other platform.

For brands, the opportunity is growing: to reach decision-makers through credible industry voices, build trust within professional communities and influence purchasing decisions.

Bringing specialist B2B expertise into BDB Group

Founded by Brendan Gahan and Cassie Jackson, Creator Authority specializes in B2B creator and influencer marketing, working with enterprise brands including Amazon, Adobe, AT&T, IBM and Mastercard.

As a LinkedIn Marketing Partner, the agency brings specialist platform expertise, established creator relationships and experience developing campaigns for professional audiences.

The acquisition also strengthens BDB Group's presence on the US West Coast, bringing the business closer to the enterprise, technology and B2B brands shaping the market. 

Together, the Group brings specialist B2B strategy, global creative capabilities and creator intelligence into one connected offering. We're building the infrastructure for what B2B creator marketing becomes next.

Ed East, BDB Group Founder and CEO said: “B2B is one of the most significant growth opportunities in creator marketing. Creator Authority has built an incredible business by recognizing this opportunity early and understanding what makes B2B creator marketing effective. Combining that specialist expertise and market credibility with BDB Group’s global scale and proprietary technology gives us a powerful opportunity to build the leading B2B creator tech platform.

“Beyond expanding our capabilities through the acquisition, it also allows us to further expand our physical footprint in the U.S. We’ve been rapidly growing our U.S. workforce and strengthening our leadership team over the years as we double down on the U.S. market. Creator Authority helps us deepen our presence, specifically on the West Coast, alongside our established NYC office.”

Brendan Gahan, Co-founder of Creator Authority and SVP B2B, said: “Over the past two decades, creators have transformed consumer advertising. We launched Creator Authority because we believed B2B was next. Now the market is quickly catching up, and joining BDB Group gives us the global reach and infrastructure to meet that demand at scale. We’re looking forward to creating something neither business could build as quickly or as comprehensively on its own.”

The acquisition was led for BDB Group by Thomas Walters, Chief Innovation Officer and co-founder of BDB Group. Creator Authority was advised on the sale by James Creech of Quartermast Partners.

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