Social agency Whalar to join Accenture Song
Accenture has agreed to acquire creator and social agency Whalar, from the wider Whalar Group, for an undisclosed fee. Whalar will become part of Accenture Song – adding scaled creator and influencer engagement to its customer growth capabilities.
The rise of social media in the 21st century has powered a new form of monetisation for cultural content. Also known as the influencer economy, the creator economy is a platform-driven economy in which creators produce content, products, or services and distribute them directly to their audience through social media platforms and emerging technologies. It enables people to earn an income from their creative activity through multiple channels including advertising, sponsorships, product sales, crowdfunding, and subscription-based services, the creator economy.
Grand View Research found the global creator economy market size was valued at $252.3 billion in 2025, and is projected to grow from to $1.3 trillion by 2033, growing at a CAGR of 23.3% from 2026 to 2033. Accenture Song is looking to tap into this potential, by increasing the services it offers to the creator economy – a pivot the acquisition of Whalar is crucial to.
“Accenture Song exists to help the world’s most ambitious companies grow - and today, growth is inseparable from relevance,” said Ndidi Oteh, CEO of Accenture Song. “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 attraction to Accenture Song lies in its understanding of creators. Having helped realise more than $600 million in creator campaigns and tens of thousands of collaborations across over 40 countries and 15 languages, the agency has developed a leading reputation in the evolving market. Operating at scale across global, multi-market campaigns and always-on programs, Whalar delivers thousands of creator activations annually, supported by advanced measurement capabilities, including integration into media mix modelling and third-party research.
“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.”
After Whalar joins Accenture, it will become part of Accenture Song, along with its 170 people across the UK, Ireland, the US, Germany, and Spain.
Meanwhile, the wider 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. The group will also enter a three-year strategic partnership with Accenture Song, focused on driving innovation in the creator economy.
“We’re incredibly proud of what the team has built over the past decade,” added Waller and Street, co-CEOs of Whalar Group. “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.”
