Accenture Song has acquired Whalar, a prominent creator agency, to bolster its capabilities in the social-first economy. This move, announced in 2026, integrates Whalar’s deep expertise in creator-led marketing with Accenture Song’s global scale. The deal aims to help brands navigate a market where social platforms serve as the primary engine for consumer discovery and commerce.
Why the Creator Economy Is Becoming a Strategic Priority
The creator economy is evolving from simple influencer marketing into a sophisticated, data-driven discipline. According to the IAB, ad spend within this sector is among the fastest-growing areas in media and is projected to reach $43.9 billion in 2026. Brands are shifting their focus to these channels because creators now sit at the center of how audiences build trust and make purchasing decisions.
Whalar has facilitated more than $600 million in creator campaigns across 40 countries and 15 languages, establishing a massive footprint in the creator landscape.
What Whalar Brings to the Accenture Song Ecosystem
Whalar’s acquisition allows Accenture Song to blend authentic creator relationships with enterprise-level technology. According to Dimitri Maex, global marketing practice lead at Accenture Song, the goal is to deliver work that is “not just produced but felt.” The agency’s integration includes advanced measurement capabilities, such as media mix modeling and third-party research, which help brands quantify the business impact of their social strategies.
Whalar’s track record includes recognition as the most awarded agency in social and creator marketing, with honors from Fast Company, Adweek, Campaign UK, Campaign Global, and Ad Age. Under the new structure, Whalar co-CEOs Emma Harman and Jo Cronk will join Accenture Song, along with a team of over 170 staff members based in the U.S., U.K., Ireland, Germany, and Spain.
How This Acquisition Fits Into Broader Expansion
This deal continues a series of strategic moves by Accenture Song to scale its social and creator capabilities. Previous acquisitions include Unlimited in 2024 and Superdigital in 2025. While Whalar Group will continue to operate its other entities—including Sixteenth, Foam, Moby Ventures, The Lighthouse, and The Business of Creativity—under its co-founders Neil Waller and James Street, it will now enter a three-year strategic partnership with Accenture Song.
When scaling creator programs, look for partners who offer integration into existing media mix models. This ensures that social-first initiatives are measured against the same ROI standards as traditional advertising channels.
Frequently Asked Questions
What happens to the existing Whalar Group companies?
Whalar Group will continue to operate its remaining companies—Sixteenth, Foam, Moby Ventures, The Lighthouse, and The Business of Creativity—under the leadership of co-founders Neil Waller and James Street.
How does this impact Accenture Song’s services?
The acquisition strengthens Accenture Song’s ability to combine strategy, creativity, and technology with deep platform knowledge, helping clients drive growth in a social-first world.
What is the scale of the creator economy in 2026?
According to the IAB, ad spend in the U.S. creator economy is expected to reach $43.9 billion in 2026.
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