Global digital marketing agency Accenture Song has agreed to acquire Whalar Group’s content creator and social media agency Whalar for an undisclosed amount.The acquisition will combine Accenture Song’s live insights, social commerce and AI-powered discovery with Whalar’s creator work, aiming to “help creators move from one-off brand activations to becoming a more deeply integrated part of customer experiences,” according to an Accenture Song statement.Whalar co-CEOs Jo Cronk and Emma Harman will continue in their roles, the statement explained, and no restructuring for Whalar’s 170 staffers has been announced. Accenture Song’s acquisition of Whalar is the latest in a flurry of creator economy-focused moves, including its acquisition of U.S.-based influencer agency Superdigital in 2025. The agency also acquired TMW Unlimited and Health Unlimited owner Unlimited in 2024.The acquisition extends an industry trend of holding companies and major media companies acquiring social media and creator agencies. Advertising spend in the U.S. creator economy is expected to reach $43.9 billion in 2026, according to the IAB. Accenture Song was founded in 2022, and reported 8% year-over-year revenue growth to $20 billion in 2025. Whalar Group launched Whalar in 2016, and the social and creator arm has generated over $600 million in creator campaigns in 40 countries with staff spanning the U.S., UK, Ireland, Germany and Spain, according to an agency statement.Accenture Group and Whalar did not immediately respond to PRWeek’s requests for comment.This story first appeared on PRWeek U.S.