EXCLUSIVE: Accenture Song Acquires Whalar in Giant Bet on Influencer Marketing
The deal will bring more than 170 Whalar employees and its co-CEOs into Accenture Song as the companies pursue creator economy growth.
- Accenture Song has acquired marketing agency Whalar from Whalar Group, with the company describing the deal as the industry's "largest creator economy transaction."
- Expanding its creator economy footprint, Accenture Song acquired Superdigital last year and Unlimited in 2024, while Whalar Group will enter a three-year strategic partnership with the consulting giant.
- Whalar co-CEOs Emma Harman and Cronk will join Accenture Song with over 170 employees, bringing experience managing $600 million in campaigns for clients including the NFL, Uber, and IKEA.
- For context, Publicis Groupe's 2024 acquisition of Influential was pegged at around $500 million, providing market perspective on the scale of creator economy deals.
- Accenture Song CEO Ndidi Oteh said, "growth is inseparable from relevance," positioning the acquisition to accelerate ambition in the creator revolution and expand the consulting giant's marketing reach.
15 Articles
15 Articles
Why Accenture buying Whalar is a 'coming-of-age moment' for creator marketing
Accenture Song has reached a deal to acquire Whalar. Pictured: Whalar Co-CEO Emma Harman, Accenture Song CEO Ndidi Oteh, and Whalar Co-CEO Jo Cronk.Heather ShukerA version of this post appears in the CMO Insider newsletter.Sign up for Business Insider's weekly marketing dispatch.My DMs have been buzzing about Accenture Song's planned acquisition of the creator and social agency Whalar. Industry insiders are particularly interested in what it mea…
Accenture's acquisition of Whalar brings a global consulting firm into the creator economy
Accenture is making a big move in the creator economy. The global consulting firm, which reported $18 billion of quarterly revenue during Q2 2026, has announced its acquisition of the creator and social agency Whalar. The deal is for the eponymous agency under the umbrella of Whalar Group, the creator company that reached a $400 million valuation after securing a strategic investment last year. Whalar’s agency, which will be incorporated into th…
Accenture Acquires Whalar to Strengthen Creator Marketing Capabilities
An agreement has been reached where Accenture will purchase Whalar, which is a market leader in creator agencies, from Whalar Group as it looks to improve its creator marketing efforts at Accenture Song. It goes without saying that this deal highlights the importance of employing techniques like influencer marketing and social commerce in today’s digital age. Once this deal is completed, Whalar’s more than 170 employees spread across the United …
Accenture acquires Whalar, Whalar Group's social media and content creation agency, which becomes part of Accenture Song. Accenture acquires Whalar, Whalar Group's social media and content creation agency, was first published in Marketing Insider Review.
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