Accenture is to buying Whalar, a world-class creator and social agency from Whalar Group. Whalar will be part of the Accenture Song team from then on. It will help to provide the creator-led marketing, influencer engagement, social commerce, and customer growth solutions at scale.
This is a great step to show the power and impact of the creator economy on consumer behavior, brand discovery, and purchasing decisions. Social platforms will continue to influence the way audiences engage with brands, and businesses will be searching for integrated strategies that combine creativity, data intelligence, and technology-driven customer experiences. With the addition of Whalar’s creator skills to its portfolio, Accenture Song plans to help brands engage better with their audiences using real-time insights, AI-powered discovery, and scalable creator partnerships. The acquisition is in line with the development of creators who are no longer only participants in one-time campaigns, but also long-term contributors to customer experience and brand growth initiatives.
Expanding Capabilities in the Growing Creator Economy
Using creators to build products and services around them has exploded as one of the biggest and most attractive features of the advertising and marketing industry nowadays. As social media channels progressively become major avenues for commerce and customer interaction, companies are putting in a lot more of their money and efforts into creators-led strategies to create genuine connection, trust and relevance in the market.
Accenture Song is a leader in assisting businesses to navigate this social-first environment by merging strategy technology commerce, marketing and creative services. Adding Whalar makes them even more capable of giving complete creator marketing solutions based on data and AI.
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“Accenture Song exists to help the world’s most ambitious companies grow—and today, growth is inseparable from relevance,” said Ndidi Oteh, CEO of Accenture Song. “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.”
Bringing Deep Creator Expertise to Enterprise Brands
With rich international experience and thorough knowledge of the creator ecosystems, Whalar has evolved into a major player in marketing through creators and influencers. The company has handled over $600 million of creator campaigns and made tens of thousands of collaborations possible in over 40 countries with 15 languages.
It can design big global campaigns as well as continuously running creator schemes, which have proven to be very engaging for the audience as well as profitable for the brands on the major social networking channels. The use of sophisticated measurement mechanisms is the basis of Whalar capabilities, which can be perfectly synchronized with media mix modeling and third-party analytics. This allows brands to have a clearer understanding of the business impact of the creator efforts.
“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.”
A Recognized Leader in Social and Influencer Marketing
Over the past decade, Whalar has played a significant role in shaping the creator marketing industry, helping transform influencer marketing into a strategic, data-driven discipline. The agency has earned recognition for both creative excellence and business performance, receiving accolades from organizations including Fast Company, Adweek, Campaign UK, Campaign Global, and Ad Age.
Its reputation for innovation and measurable outcomes has made it a trusted partner for leading global brands seeking to strengthen their social and creator marketing strategies.
“We’re incredibly proud of what the team has built over the past decade,” said Neil Waller and James Street, co-founders & co-CEOs of 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.”
Whalar Group to Continue Independent Operations
While Whalar will join Accenture Song, Whalar Group will continue operating independently under the leadership of co-founders Neil Waller and James Street. The organization’s remaining businesses—including Sixteenth, Foam, Moby Ventures, The Lighthouse, and The Business of Creativity—will remain unchanged.
Additionally, Whalar Group and Accenture Song will establish a three-year strategic partnership focused on driving innovation within the creator economy and providing broader access to Whalar Group’s ecosystem and expertise.
Leadership Team to Remain in Place
As part of the acquisition, Whalar’s co-CEOs Emma Harman and Jo Cronk will continue leading the agency while joining Accenture Song alongside the company’s team of more than 170 professionals located across the United States, United Kingdom, Ireland, Germany, and Spain.
“This is a special moment for our remarkable team and us,” said Whalar co-CEOs Emma Harman and Jo Cronk. “We are immensely proud of what we have built over the past decade in partnership with our clients, partners, and the creator community. Joining Accenture Song allows us to build on our unrivaled foundation and accelerate our ambition for the next chapter in the creator revolution.”
Accelerating the Future of Creator-Led Customer Experiences
This purchase highlights the growing integration of social media commerce AI, and creator engagement in today’s marketing methods. By merging Accenture Song’s global reach and technological capabilities with Whalar’s deep understanding of creators, the combined entity is ready to assist brands in embracing the future of customer interaction which will be more social-first and creator-driven.
Meanwhile, as companies keep focusing on real connections with their customers and results of their marketing efforts, bringing in influencer-led marketing into the larger customer experience will likely be a big part in the growth of different sectors.