Accenture's move to acquire Whalar comes as creator ad infrastructure grows.
Illustration: Axios Visuals
Accenture agreeing to acquire Whalar signals that the creator economy has become a C-suite priority, Whalar Group co-founder and co-CEO Neil Waller told Axios.
Why it matters: Creator marketing has matured from one-off influencer campaigns into critical infrastructure for businesses.
Axios Media Inc., 2026
Brian Yasko, managing director at Accenture and Emma Harmon, co-CEO of Whalar, on the massive creator economy acquisition and…
Accenture Song's acquisition of the creator and social agency Whalar is more evidence that big budgets are shifting to influencer…
Accenture to Acquire Leading Creator and Social Agency Whalar, from Whalar Group
Accenture has acquired creator and influencer agency Whalar in a bid to boost the scale of its marketing arm, Accenture Song.
The Whalar deal is Accenture running the same play it ran on programmatic — only this time it got there earlier.
Whalar Group’s social and creator agency will continue to be led by co-CEOs Jo Cronk and Emma Harman.
Glossy+ Research: Brands are expanding their creator marketing strategies
