Accenture Song, the marketing services arm of consulting giant Accenture, has confirmed plans to acquire Whalar, a creator-focused marketing agency that connects brands with social media creators, from its parent company, Whalar Group. The deal marks a major move in the growing creator economy and reflects how large marketing networks are increasingly trying to deepen their capabilities in influencer and creator-led advertising.
Whalar’s co-CEOs, Emma Harman and Jo Cronk, will remain in charge of the agency after the acquisition. Accenture Song said the rest of Whalar Group’s businesses will continue to operate independently, suggesting the transaction is focused specifically on Whalar’s creator marketing expertise rather than a broader takeover of the holding company’s portfolio.
Financial terms were not disclosed. However, Whalar Group cofounder Neil Waller characterized the deal as the largest creator economy transaction in the industry. That claim comes as major advertising and consulting firms race to secure a stronger position in creator marketing, a segment that has become increasingly important as brands shift budgets toward social platforms and personalities with direct audience trust. For comparison, Publicis Groupe acquired influencer agency Influential in 2024 in a deal reportedly valued at $500 million.
Accenture Song said the acquisition is intended to help clients move beyond one-off influencer campaigns and toward long-term creator partnerships. The company believes Whalar’s experience working with creators can be combined with Accenture Song’s data, commerce, and artificial intelligence tools to build more sustained marketing programs. That strategy reflects a broader industry trend: brands are looking for ways to integrate creators into wider customer engagement, retail, and performance marketing efforts rather than treating influencer activity as a standalone tactic.
The acquisition also highlights how creator marketing is evolving from a niche service into a more central part of the advertising ecosystem. As brands look for more measurable results and more scalable content production, agencies with strong creator relationships are becoming strategic assets. By bringing Whalar into its business, Accenture Song is positioning itself to compete more aggressively for clients seeking both creative reach and operational sophistication.
Whalar has built its reputation by helping brands collaborate with creators across digital platforms, while Accenture Song brings consulting, technology, and marketing capabilities under one umbrella. Together, the companies aim to offer a more integrated approach to creator-led growth, blending storytelling, analytics, commerce, and automation.
The deal underscores the increasing value of the creator economy for major marketing firms. It also suggests that acquisitions in this space may continue as large holding companies and consultancies look to secure specialized talent, technology, and client relationships in a fast-changing digital advertising market.
