Accenture acquires creator agency Whalar

Whalar will become part of Accenture Song, adding creator marketing capabilities to the consultancy’s existing strategy

Accenture has agreed to acquire creator and social agency Whalar from Whalar Group, strengthening the creator marketing and social commerce capabilities of Accenture Song as brands increasingly invest in creator-led customer engagement.

The acquisition reflects the growing importance of the creator economy, with social platforms becoming central to how consumers discover brands, engage with content and make purchasing decisions. Financial terms of the transaction were not disclosed.

Creator expertise strengthens Accenture Song

Whalar will become part of Accenture Song, adding creator marketing capabilities to the consultancy’s existing strategy, technology, commerce and marketing services.

Founded as a creator-focused agency, Whalar has managed more than $600 million in creator campaigns and delivered collaborations across more than 40 countries and 15 languages. The agency operates large-scale creator programmes and campaigns for global brands, generating billions of engagements annually across major social platforms.

The acquisition is intended to help clients integrate creators more deeply into customer experiences by combining creator relationships with data, AI and social commerce capabilities.

Social becomes central to brand growth

Ndidi Oteh, Chief Executive Officer, Accenture Song: "Accenture Song exists to help the world's most ambitious companies grow—and today, growth is inseparable from relevance. 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."

According to industry forecasts cited by Accenture, spending in the US creator economy is expected to reach $43.9 billion in 2026, making it one of the fastest-growing segments of the media market.

Focus on creator-led customer experiences

Dimitri Maex, Global Marketing Practice Lead, Accenture Song: "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. 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 received multiple industry awards for its work in creator and social marketing, including recognition from Fast Company, Adweek, Campaign and Ad Age.

Leadership and partnership continue

Neil Waller and James Street, Co-Founders and Co-Chief Executive Officers, Whalar Group: "We’re incredibly proud of what the team has built over the past decade. 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."

Following the transaction, Whalar Group will continue to operate its remaining businesses, including Sixteenth, Foam, Moby Ventures, The Lighthouse and The Business of Creativity. The group will also enter a three-year strategic partnership with Accenture Song focused on innovation in the creator economy.

Team joins Accenture Song

Emma Harman and Jo Cronk, Co-Chief Executive Officers, Whalar: "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."

Emma Harman and Jo Cronk will remain in their leadership roles following the acquisition, joining Accenture Song alongside more than 170 employees across the United States, United Kingdom, Ireland, Germany and Spain.

The deal follows Accenture Song’s previous acquisitions of Superdigital in 2025 and Unlimited in 2024 as the company continues to expand its social, creator and digital marketing capabilities.

www.accenture.com

www.whalar.com

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