USA – Accenture has agreed to acquire Whalar, a creator and social agency from Whalar Group, marking a major expansion of its Accenture Song business into the global creator economy.
Under the deal, Whalar will be integrated into Accenture Song, adding scaled creator and influencer capabilities to its customer growth offering. The move reflects Accenture Song’s continued push to embed creator-led marketing more deeply into client experience and commerce strategies, combining social commerce, real-time insights and AI-driven discovery.
“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.
He added, “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.”
The acquisition comes as social platforms have become central to brand discovery and engagement, with the creator economy among the fastest-growing segments in digital advertising.
Whalar brings established scale in creator marketing, having delivered more than US$600 million in campaigns across over 40 countries and 15 languages and managing thousands of creator activations annually. Its work spans major platforms and is supported by measurement tools including media mix modelling and third-party research.
Founded as a specialist in creator-led marketing, Whalar has evolved into one of the most recognised agencies in the space.
“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.”
Following the acquisition, Whalar Group will continue to operate its remaining businesses, including Sixteenth, Foam, Moby Ventures, The Lighthouse and The Business of Creativity, and will enter a three-year strategic partnership with Accenture Song.
Whalar co-CEOs Emma Harman and Jo Cronk will continue in their roles and join Accenture Song, along with the agency’s more than 170 employees across the U.S., U.K., Ireland, Germany and Spain.
“This is a special moment for our remarkable team and us,” said Emma and Jo. “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 unrivalled foundation and accelerate our ambition for the next chapter in the creator revolution.”
The acquisition follows Accenture Song’s earlier moves to expand its creator capabilities, including Superdigital in 2025 and Unlimited in 2024. Terms were not disclosed, and completion is subject to customary closing conditions.
“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.”
