Creator Economy leader Accenture has agreed to acquire Whalar, a leading creator and social agency, from Whalar Group. Through this move, the creator economy specialist will join Accenture Song. As a result, the acquisition strengthens creator economy capabilities across customer growth, influencer engagement, and social commerce initiatives. Whalar will become part of Accenture Song’s expanding portfolio. Moreover, the addition brings large-scale creator and influencer engagement expertise to clients worldwide.
The acquisition marks a significant development in the global creator economy. Furthermore, Accenture Song plans to combine real-time insights, social commerce, and AI-powered discovery tools. Consequently, creators can move beyond one-time brand campaigns and become a deeper part of customer experiences. Social platforms now drive cultural relevance and commercial activity. Therefore, brands increasingly use social channels to build awareness, engage audiences, and influence purchasing decisions.
According to the IAB, advertising spending within the U.S. creator economy remains one of media’s fastest-growing sectors. Additionally, spending is expected to reach $43.9 billion by 2026.
Creators continue to shape audience behavior and consumer trust. As a result, they influence how customers discover products and make purchasing decisions.
Accenture Song has helped organizations navigate this shift for years. The company combines strategy, creativity, technology, marketing, and commerce. Moreover, it uses data and AI to help clients grow in a social-first marketplace.
“Accenture Song exists to help the world’s most ambitious companies grow—and today, growth is inseparable from relevance,” said Ndidi Oteh, CEO of Accenture Song. “Social is where brands are discovered, where modern commerce is happening and where consumer habits tell us what products and services are going to win next. Whalar brings a creator capability that strengthens how we drive meaningful impact and growth for clients.”
Whalar Strengthens Accenture Song’s Creator Marketing Expertise
Whalar has built a strong reputation through its creator-focused approach. The agency has managed more than $600 million in creator campaigns worldwide. In addition, it has delivered tens of thousands of collaborations across more than 40 countries and 15 languages.
This extensive experience has helped Whalar develop deep knowledge of creators and market trends. Furthermore, the agency operates large-scale global campaigns and always-on creator programs. Each year, Whalar delivers thousands of creator activations. Consequently, these campaigns generate billions of engagements and measurable business outcomes for major brands.
The agency supports campaigns across all major social platforms. Additionally, its advanced measurement capabilities include media mix modeling and third-party research integration.
“The creator economy demands a new kind of expertise, one that blends authentic creator relationships, deep platform knowledge, and the technology to activate both at enterprise scale,” said Dimitri Maex, global marketing practice lead at Accenture Song. “Bringing Whalar into Accenture Song lets us pair creator authenticity with the intelligence and scale to deliver work that’s not just produced but felt. Because as the agentic economy grows, what wins won’t be the most content—it will be what is most original and the most human.”
Whalar has played an important role in shaping the creator economy. Over time, the company helped transform influencer marketing into a sophisticated, data-driven discipline.
Today, the agency stands among the most awarded companies in social and creator marketing. Moreover, it continues to earn recognition for creative excellence and measurable business performance. Its industry honors include Fast Company’s Most Innovative Companies, Adweek’s Creator Agency of the Year, Campaign UK’s Agency of the Year, Campaign Global’s Social Agency of the Year, and Ad Age’s A-List Social/Influencer Agency of the Year.
“We’re incredibly proud of what the team has built over the past decade,” said Neil Waller and James Street, co-founders & co-CEOs of Whalar Group. “Accenture Song operates at a level of scale and ambition that is truly unique, and we believe there is no better partner to take Whalar agency to its next phase of growth.”
Whalar Group will continue operating independently following the transaction. Its companies, including Sixteenth, Foam, Moby Ventures, The Lighthouse, and The Business of Creativity, will remain unchanged under co-founders Neil Waller and James Street.
Additionally, Whalar Group will enter a three-year strategic partnership with Accenture Song. The partnership will focus on creator economy innovation and provide access to the broader Whalar Group network.
“This is a special moment for our remarkable team and us,” said Whalar co-CEOs Emma Harman and Jo Cronk. “We are immensely proud of what we have built over the past decade in partnership with our clients, partners, and the creator community. Joining Accenture Song allows us to build on our unrivaled foundation and accelerate our ambition for the next chapter in the creator revolution.”
Following the acquisition, Emma Harman and Jo Cronk will continue leading Whalar. They will join Accenture Song alongside more than 170 employees across the United States, United Kingdom, Ireland, Germany, and Spain.
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News Source: Businesswire.com
