Accenture to acquire social and creator agency Whalar

Accenture Song has agreed to acquire creator and social agency Whalar from Whalar Group, marking a major expansion of its creator economy capability.

The deal will see Whalar become part of Accenture Song, adding scaled creator and influencer engagement to its customer growth offering.

Whalar has delivered more than US$600 million in creator campaigns, spanning tens of thousands of collaborations across more than 40 countries and 15 languages.

The acquisition comes amid shifting media consumption habits. A recent TikTok whitepaper showed creator-led marketing across Asia Pacific is projected to generate US$1.2 trillion in commercial contribution by 2030, up 1.4 times from 2025, as authentic content becomes a measurable driver of brand and business performance. 

Whalar’s co-CEOs, Emma Harman and Jo Cronk, will join Accenture Song alongside their team of more than 170 employees across the United States, United Kingdom, Ireland, Germany and Spain.

"Accenture Song exists to help the world's most ambitious companies grow - and today, growth is inseparable from relevance,” Ndidi Oteh, CEO of Accenture Song, said.

“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,” Dimitri Maex, global marketing practice lead at Accenture Song, said.

“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 Group will retain ownership of its remaining portfolio companies, including Sixteenth, Foam, Moby Ventures, The Lighthouse, and The Business of Creativity. These entities will continue to operate independently under co-founders Neil Waller and James Street. Concurrently, Whalar Group and Accenture Song will enter a three-year strategic partnership focused on industry innovation and cross-network collaboration.

“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.”

This transaction follows several recent acquisitions by Accenture Song designed to scale its social and creator capabilities, including Superdigital in 2025 and Unlimited in 2024.

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