Accenture acquires creator agency Whalar
Accenture has agreed to acquire Whalar, a New York-based creator and social agency, from Whalar Group. The transaction, for which financial terms were not disclosed, will add the Whalar team to Song, Accenture’s digital marketing arm.
Whalar, which was founded in 2016, has 170 people across the US, UK, Ireland, Germany, and Spain. The agency has overseen more than $600 million in creator/influencer campaigns and tens of thousands of collaborations across 40 countries. The firm annually delivers thousands of creator activations and works across all major platforms – including TikTok, YouTube, and Instagram – and leverages advanced measurement capabilities.
According to data from IAB, ad spend in the US creator economy is one of the fastest-growing sectors in media, and is projected to reach $43.9 billion in 2026.
“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,” said Ndidi Oteh, CEO of Accenture Song.
Whalar is the most awarded agency in social and creator marketing, being recognized as Adweek’s creator agency of the year, Campaign UK’s agency of the year, Campaign Global’s social agency of the year, and Ad Age’s A-list social/influencer agency of the year.
Under the acquisition, Whalar Group will continue to operate as-is, retaining its remaining companies – including agencies Sixteenth, Foam, and Moby.
“We’re incredibly proud of what the team has built over the past decade,” said Neil Waller and James Street, co-founders and 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.”
In a press release, Accenture said that Song has long supported clients with navigating social and creator marketing, and the Whalar acquisition will add scaled creator and influencer engagement to its customer growth capabilities.
Song has more than 5,000 people globally, while the wider Accenture organization has approximately 786,000 people.
