Whalar Co-CEO Emma Harman, Accenture Song CEO Ndidi Oteh, Whalar Co-CEO Jo Cronk.
Accenture has acquired creator and social agency Whalar, from Whalar Group.
Whalar will become part of Accenture Song, adding scaled creator and influencer engagement to its customer growth capabilities.
"Accenture Song exists to help the world's most ambitious companies grow, and today, growth is inseparable from relevance,” said Accenture Song CEO Ndidi Oteh.
“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’s 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 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 Accenture Song global marketing practice lead Dimitri Maex.
“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 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.
“We’re incredibly proud of what the team has built over the past decade,” said Whalar Group co-founders Neil Waller and James Street.
“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 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’s co-CEOs Emma Harman and Jo Cronk will continue in their roles, joining Accenture Song through the acquisition, along with Whalar’s team of more than 170 people across the U.S., U.K., Ireland, Germany, and Spain.
This acquisition is the latest in a series of strategic acquisitions aimed at scaling Accenture Song’s creator and social capabilities, including Superdigital in 2025 and Unlimited in 2024.
“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.”
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