Accenture is making a high conviction bet on the creator economy, agreeing to acquire Whalar, a leading creator and social agency, from Whalar Group, with the agency set to sit inside Accenture Song as its scaled creator engine. The deal, whose terms were not disclosed, is being framed as a pivotal moment in how brands, platforms and creators will work together in an AI and social first marketing era.
Why Accenture wants Whalar now
Under the agreement, Whalar will join Accenture Song, bolstering the unit’s customer growth capabilities with deep creator and influencer expertise across strategy, execution and measurement. Accenture Song plans to connect real time insights, social commerce and AI driven discovery so creators shift from one off activations to becoming an integrated part of customer experiences across the funnel.
“Accenture Song exists to help the world’s most ambitious companies grow and today, growth is inseparable from relevance,” Ndidi…
Oteh, CEO of Accenture Song, said in the announcement, pointing to social as the place where brands are discovered and modern commerce happens. By bringing Whalar inside, Accenture Song wants to combine creator authenticity with its scale in data, AI, technology and commerce to help clients win in a social first world.
The $43.9 billion creator economy backdrop The acquisition lands as the creator economy becomes one of the fastest growing pockets of media investment. According to the IAB’s 2025 Creator Economy Ad Spend & Strategy Report, U.S.
creator ad spend is projected to reach $37 billion in 2025, growing 26% year over year and almost 4x faster than the wider media market, with spend expected to keep climbing towards about $43.9 billion in 2026.
Creators now sit at the center of how audiences discover products, build trust and make purchase decisions, which is why large advertisers are shifting budget from traditional channels into influencer, creator led and social commerce formats…
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