New York: Accenture, a leading global professional services and technology consulting firm, is acquiring Whalar, a leading creator and social agency, from Whalar Group. Once Accenture completes the acquisition process, Whalar will become part of Accenture Song. The company is looking to integrate creator and influencer engagement with its customer growth capabilities through the process.
The deal would not just accelerate growth capabilities at Accenture but also speed up the evolution of the creator economy on a global scale. By connecting real‑time insights, social commerce and AI-driven discovery, Accenture Song will help creators move from one-off brand activations to becoming a more deeply integrated part of customer experiences, the company said in a release on its website.
Social Media is driving cultural relevance and commerce in today’s age, and brands are increasingly getting built, discovered, and experienced on these platforms. The release said ad spend in the US creator economy is among the fastest-growing sectors in all of media and is expected to reach $43.9 billion this year.
Creators are at the core of the transformation and they are shaping how audiences engage, what they trust, and ultimately what they buy, the release added.
For Accenture Song, the acquisition couldn’t have come at a better time as the company has been working with clients for long to navigate this transformation, combining strategy, creativity, technology, marketing, and commerce — powered by data and AI — to spearhead growth in a social-first world.
“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.”
“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.”
Neil Waller and James Street, co-founders & co-CEOs of Whalar Group, said on the development: “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.”
Whalar has been shaping the creator economy, transforming it from early influencer marketing into a sophisticated, data-driven discipline. It is today one of the most awarded agency in social and creator marketing, and is trusted for creative excellence and its ability to deliver measurable business outcomes for brands.
Whalar has led over $600 million in creator campaigns and has had tens of thousands of collaborations across more than 40 countries and 15 languages.