Accenture Song Makes a $600 Million Creator Power Play With Whalar Acquisition

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…