Accenture Song has made a big move into the influencer marketing sector with plans to acquire creator and social agencies, Whalar.
Accenture said the acquisition, for an undisclosed amount, will add scaled creator and influencer engagement to its customer growth capabilities.
It is the latest in a series of strategic acquisitions aimed at scaling Accenture Song’s creator and social capabilities, and follows the acquisitions of Superdigital in 2025 and Unlimited in 2024.
Although it does not have a huge presence in Australia, Whalar is one of the larger agencies in the burgeoning creator and social media space.
Whalar’s co-CEOs Emma Harman and Jo Cronk will continue in their roles, joining Accenture Song through the acquisition, along with Whalar’s team of over 170 people across the US, UK, Ireland, Germany and Spain.
“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.
“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.”
Whalar has handled more than $600 million worth in creator campaigns and tens of thousands of collaborations across over 40 countries and 15 languages.
“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,” said Dimitri Maex, global marketing practice lead at Accenture Song.
“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 continue to operate as is, with its remaining companies Sixteenth, Foam, Moby Ventures, The Lighthouse, and The Business of Creativity unchanged, under co-founders Neil Waller and James Street.
Whalar Group will enter a three-year strategic partnership with Accenture Song focused on driving innovation in the creator economy and granting access to the wider 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,” said Neil Waller and James Street, co-founders and co-CEOs of Whalar Group.
