Accenture has agreed to acquire Whalar, a creator and social agency, from Whalar Group. The agency will become part of Accenture Song, the company’s marketing and experience division, as Accenture expands its capabilities in the creator economy.
Accenture Song said Whalar will add scaled creator and influencer engagement capabilities to its customer offering. The companies said the move reflects continued convergence between social platforms, commerce and marketing driven by creators.
“Accenture Song exists to help 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.”
Whalar, part of Whalar Group, operates across creator marketing and social campaigns in more than 40 countries. The company said it has delivered more than $600 million in creator campaigns and runs thousands of activations annually for global brands, spanning multiple platforms and markets.
“The creator economy demands a new kind of expertise, one that seamlessly blends authentic creator relationships, deep platform knowledge, and the creativity and technology to activate both at enterprise scale,” said Rebecca Bezzina, EMEA 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. As the agentic economy grows, connection with audiences in an original and human way is what will help brands win.”
“We’re incredibly proud of what the team has built over the past decade,” added Neil Waller and James Street, co-founders and 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 co-CEOs Emma Harman and Jo Cronk said: “Joining Accenture Song allows us to build on our unrivalled foundation and accelerate our ambition for the next chapter in the creator revolution.”
Under the agreement, Whalar’s co-CEOs and its team of 170 employees will join Accenture Song. Whalar Group said it will continue to operate its remaining businesses independently. The companies also said Whalar Group will enter a three-year partnership with Accenture Song focused on creator economy innovation.
Pictured: Left to right: Whalar co-CEO Emma Harman, Accenture Song CEO Ndidi Oteh, Whalar co-CEO Jo Cronk
