Accenture is deepening its push into the creator economy with the acquisition of Whalar, a move it says will strengthen Accenture Song’s ability to help brands grow in a social-first world.

The deal, which comes as social continues to shape cultural relevance and commerce, will fold Whalar into Accenture Song while Whalar Group retains its other businesses.

Social has become the primary engine of cultural relevance and commerce, and Accenture says creators now sit at the center of that shift. In the company’s view, brands are increasingly built, discovered and experienced through social platforms, making creator-led marketing a core growth driver.

“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.”

Whalar brings scale and experience to the deal. The agency says it has delivered more than $600 million in creator campaigns and tens of thousands of collaborations across more than 40 countries and 15 languages, building a reputation for managing both large global campaigns and always-on creator programs.

“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 has played a major role in shaping the creator economy’s evolution from early influencer marketing into a more sophisticated, data-led discipline. The agency has won multiple industry honors, including recognition from Fast Company, Adweek, Campaign UK, Campaign Global and Ad Age.

“We’re incredibly proud of what the team has built over the past decade,” said 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 Group will continue operating independently with its remaining businesses, including Sixteenth, Foam, Moby Ventures, The Lighthouse and The Business of Creativity. The group will also enter a three-year strategic partnership with Accenture Song focused on innovation in the creator economy and broader access to the Whalar Group ecosystem.

“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.”

Harman, Cronk and Whalar’s team of more than 170 people across the U.S., U.K., Ireland, Germany and Spain will join Accenture Song through the acquisition.

The move follows Accenture’s recent acquisitions of Superdigital in 2025 and Unlimited in 2024, as the company continues to expand Song’s creator and social capabilities. Terms of the deal were not disclosed, and completion remains subject to customary closing conditions.