Accenture to Acquire Leading Creator and Social Agency Whalar, from Whalar Group
Deal marks major expansion into creator economy for Accenture Song
Accenture (NYSE: ACN) has agreed to acquire Whalar, a leading creator and social agency, from Whalar Group. Whalar will become part of Accenture Song—adding scaled creator and influencer engagement to its customer growth capabilities. This is a pivotal shift in 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.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260607110619/en/ Left to right: Whalar Co-CEO Emma Harman, Accenture Song CEO Ndidi Oteh, Whalar Co-CEO Jo Cronk
Social has become the primary engine of cultural relevance and commerce, where brands are increasingly built, discovered, and experienced. According to the IAB, ad spend in the U.S. creator economy is among the fastest-growing sectors in all of media and expected to reach $43.9 billion in 2026. Creators sit at the center of this shift, shaping how audiences engage, what they trust, and ultimately what they buy. Accenture Song has long helped clients navigate this transformation, bringing together strategy, creativity, technology, marketing, and commerce—powered by data and AI—to drive growth in a social-first world.
