Accenture has agreed to acquire creator and social agency Whalar from Whalar Group, adding large-scale creator and influencer engagement capabilities to Accenture Song’s customer growth offerings. The transaction is intended to strengthen Accenture Song’s ability to help brands connect social commerce, AI-driven discovery and customer experiences in an increasingly creator-led economy. Financial terms were not disclosed.
The acquisition comes as spending in the U.S. creator economy continues to expand rapidly, with the Interactive Advertising Bureau projecting the sector to reach $43.9 billion in 2026. Accenture said the addition of Whalar will help brands integrate creators more deeply into customer experiences rather than relying solely on individual campaigns.
Whalar has executed more than $600 million in creator campaigns and facilitated tens of thousands of collaborations across more than 40 countries and 15 languages. The agency conducts thousands of creator activations annually, generating billions of engagements for brands across major social platforms. Its work is supported by advanced measurement capabilities and integration with media mix modeling and third-party research.
Whalar’s co-CEOs Emma Harman and Jo Cronk, along with more than 170 employees across the United States, United Kingdom, Ireland, Germany and Spain, will join Accenture Song following the acquisition. Whalar will continue serving its clients while helping establish creator engagement as a more integrated component of Accenture Song’s broader offerings.
Whalar Group’s remaining businesses, including Sixteenth, Foam, Moby Ventures, The Lighthouse and The Business of Creativity, will continue operating independently under co-founders and co-CEOs Neil Waller and James Street. Whalar Group and Accenture Song will also enter into a three-year strategic partnership aimed at driving innovation across the creator economy.
The transaction follows Accenture Song’s acquisitions of Superdigital in 2025 and Unlimited in 2024 as the company continues to expand its social and creator marketing capabilities. Completion of the deal remains subject to customary closing conditions.
KEY QUOTES:
“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.”
Ndidi Oteh, CEO, 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.”
Dimitri Maex, Global Marketing Practice Lead, Accenture Song
“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.”
Neil Waller and James Street, Co-Founders and Co-CEOs, Whalar Group
“This is a special moment for our remarkable team and us. 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, Co-CEOs, Whalar
