Consulting and professional services giant Accenture has acquired creator and influencer agency Whalar, seeking to boost the scale of its marketing arm, Accenture Song.
The deal will see Whalar co-CEOs Emma Harman and Jo Cronk join Accenture Song and continue to lead Whalar in their current roles. Whalar’s now-former parent company, Whalar Group, will enter a three-year strategic partnership with Accenture Song under which it will provide access to its wider array of clients.
The two companies did not disclose financial terms, but Whalar Group described it to AdWeek as the “largest creator economy transaction.” Publicis Groupe’s 2024 acquisition of Influential was pegged at around $500 million.
“Accenture Song exists to help the world’s most ambitious companies grow — and today, growth is inseparable from relevance,” Accenture Song CEO Ndidi Oteh said in a statement. “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.”
Harman and Cronk in a statement called the acquisition a “special moment for our remarkable team and us.” The agency’s more than 170 employees will also join Accenture Song.
