![](\"https:\/\/mms.businesswire.com\/media\/20260607110619\/en\/2825721\/5\/Mist.jpg\")
<\/a><\/a>\nSocial has become the primary engine of cultural relevance and commerce, where brands are increasingly built, discovered, and experienced. According to the IAB<\/a>, ad spend in the U.S. creator economy is among the fastest-growing sectors in all of media and expected to reach $43.9 billion in 2026. Creators sit at the center of this shift, shaping how audiences engage, what they trust, and ultimately what they buy. Accenture Song has long helped clients navigate this transformation, bringing together strategy, creativity, technology, marketing, and commerce\u2014powered by data and AI\u2014to drive growth in a social-first world.<\/p> \n\"Accenture Song exists to help the world's most ambitious companies grow\u2014and today, growth is inseparable from relevance,\u201d said Ndidi Oteh, CEO of Accenture Song. \u201cSocial 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.\u201d<\/p> \nWhalar\u2019s strength lies in its deep understanding of creators. Through more than $600 million in creator campaigns and tens of thousands of collaborations across over 40 countries and 15 languages, the agency has developed an unmatched understanding of creators and how the landscape continues to evolve. Operating at scale across global, multi-market campaigns and always-on programs, Whalar delivers thousands of creator activations annually, generating billions of engagements and measurable business impact for leading brands. Its work spans all major platforms and is supported by advanced measurement capabilities, including integration into media mix modeling and third-party research.<\/p> \n\"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,\u201d said Dimitri Maex, global marketing practice lead at Accenture Song. \u201cBringing Whalar into Accenture Song lets us pair creator authenticity with the intelligence and scale to deliver work that\u2019s not just produced but felt. Because as the agentic economy grows, what wins won\u2019t be the most content\u2014it will be what is most original and the most human.\u201d<\/p> \nWhalar has helped build and define the creator economy, evolving the space from early influencer marketing into a sophisticated, data-driven discipline. Today, it stands as the most awarded agency in social and creator marketing, recognized for both its creative excellence and its ability to deliver measurable business outcomes for brands. The agency has earned industry honors including Fast Company\u2019s Most Innovative Companies, Adweek\u2019s Creator Agency of the Year, Campaign UK\u2019s Agency of the Year, Campaign Global\u2019s Social Agency of the Year, and Ad Age\u2019s A-List Social\/Influencer Agency of the Year.<\/p> \n\u201cWe\u2019re incredibly proud of what the team has built over the past decade,\u201d said Neil Waller and James Street, co-founders & co-CEOs of Whalar Group. \u201cAccenture 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.\u201d<\/p> \nWhalar Group will continue to operate as is, with its remaining companies Sixteenth, Foam, Moby Ventures, The Lighthouse, and The Business of Creativity unchanged, under co-founders Neil Waller and James Street. Whalar Group will enter a three-year strategic partnership with Accenture Song focused on driving innovation in the creator economy and granting access to the wider Whalar Group.<\/p> \n\u201cThis is a special moment for our remarkable team and us,\u201d said Whalar co-CEOs Emma Harman and Jo Cronk. \u201cWe 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.\u201d<\/p> \nWhalar\u2019s co-CEOs Emma Harman and Jo Cronk will continue in their roles, joining Accenture Song through the acquisition, along with Whalar\u2019s team of over 170 people across the U.S., U.K., Ireland, Germany, and Spain.<\/p> \nThis acquisition is the latest in a series of strategic acquisitions aimed at scaling Accenture Song\u2019s creator and social capabilities, including Superdigital<\/a> in 2025 and Unlimited<\/a> in 2024.<\/p> \nTerms of the investment were not disclosed. Completion of the acquisition is subject to customary closing conditions.<\/p> \nForward Looking Statements\n \nAbout Accenture\n \nAccenture Song accelerates growth and value for our clients through sustained customer relevance. Our capabilities span ideation to execution: growth, product and experience design; technology and experience platforms; creative, media and marketing strategy; and campaign, commerce transformation content and channel orchestration. With strong client relationships and deep industry expertise, we help our clients operate at the speed of life through the unlimited potential of imagination, technology and intelligence.<\/p> \nCopyright \u00a9 2026 Accenture. All rights reserved. Accenture and its logo are registered trademarks of Accenture.<\/p> \nHelen Kim\n \nRosie Milton-Sch\u00f6nemann\n