Accenture has agreed to purchase creator and social agency Whalar, from the broader Whalar Group, for an undisclosed charge. Whalar will develop into a part of Accenture Song – including scaled creator and influencer engagement to its buyer progress capabilities.
The rise of social media within the twenty first century has powered a brand new type of monetisation for cultural content material. Often known as the influencer economic system, the creator economic system is a platform-driven economic system through which creators produce content material, merchandise, or companies and distribute them straight to their viewers by way of social media platforms and rising applied sciences. It permits individuals to earn an earnings from their artistic exercise by way of a number of channels together with promoting, sponsorships, product gross sales, crowdfunding, and subscription-based companies, the creator economic system.
Grand View Analysis discovered the worldwide creator economic system market dimension was valued at $252.3 billion in 2025, and is projected to develop from to $1.3 trillion by 2033, rising at a CAGR of 23.3% from 2026 to 2033. Accenture Song is wanting to faucet into this potential, by rising the companies it gives to the creator economic system – a pivot the acquisition of Whalar is essential to.
“Accenture Song exists to assist the world’s most bold firms develop – and right this moment, progress is inseparable from relevance,” mentioned Ndidi Oteh, CEO of Accenture Song. “Social is the place manufacturers are found, the place fashionable commerce is occurring and the place shopper habits inform us what services are going to win subsequent. Whalar brings a creator functionality that strengthens how we drive significant affect and progress for shoppers.”
Whalar’s attraction to Accenture Song lies in its understanding of creators. Having helped realise greater than $600 million in creator campaigns and tens of 1000’s of collaborations throughout over 40 nations and 15 languages, the agency has developed a number one popularity within the evolving market. Working at scale throughout international, multi-market campaigns and always-on applications, Whalar delivers 1000’s of creator activations yearly, supported by superior measurement capabilities, together with integration into media combine modelling and third-party analysis.
“This can be a particular second for our exceptional staff and us,” mentioned Whalar co-CEOs Emma Harman and Jo Cronk. “We’re immensely pleased with what we’ve constructed over the previous decade in partnership with our shoppers, companions, and the creator group. Becoming a member of Accenture Song permits us to construct on our unequalled basis and speed up our ambition for the subsequent chapter within the creator revolution.”
After Whalar joins Accenture, it can develop into a part of Accenture Song, together with its 170 individuals throughout the UK, Eire, the US, Germany, and Spain.
In the meantime, the broader Whalar Group will proceed to function as is, with its remaining firms Sixteenth, Foam, Moby Ventures, The Lighthouse, and The Enterprise of Creativity unchanged, beneath co-founders Neil Waller and James Avenue. The group can even enter a three-year strategic partnership with Accenture Song, centered on driving innovation within the creator economic system.
“We’re extremely pleased with what the staff has constructed over the previous decade,” added Waller and Avenue, co-CEOs of Whalar Group. “Accenture Song operates at a degree of scale and ambition that’s actually distinctive, and we imagine there isn’t a higher accomplice to take Whalar agency to its subsequent part of progress.”
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