Accenture Song, the marketing and creative services division of Accenture, has agreed to acquire the agency arm of Whalar Group. The deal gives Accenture greater access to influencer marketing capabilities as brands continue increasing spending on creator-led campaigns.
While the Whalar agency will become part of Accenture Song, other parts of Whalar Group will remain independent. This includes the company’s creator communities, talent management operations, technology platforms and creator-focused initiatives. The two companies will also maintain a multi-year strategic partnership following the acquisition.
A major player in creator marketing
Founded in 2016, Whalar has grown into one of the most established agencies in the creator economy, helping brands develop influencer marketing campaigns across YouTube, TikTok, Instagram and other social platforms.
The company has worked with major advertisers while also expanding into creator education, talent management and creator-focused infrastructure. In recent years, Whalar launched projects such as creator campuses, training programs and technology tools designed to support both brands and creators.
The acquisition gives Accenture Song access to those agency relationships at a time when creator marketing is becoming a larger part of mainstream advertising budgets.
Creator marketing continues to mature
The deal follows several years of consolidation across the influencer marketing industry.
Large advertising and communications groups have increasingly acquired creator-focused agencies as brands shift more marketing spending toward social media personalities and digital creators. Recent years have seen major acquisitions involving agencies such as Influential, Captiv8, Obviously and The Goat Agency.
Industry observers described the Accenture-Whalar deal as one of the most significant creator-economy transactions to date because it brings creator marketing further into the services offered by large enterprise consulting firms.
Rather than treating influencer campaigns as separate experimental projects, many brands are increasingly integrating creator partnerships into larger media plans. By bringing Whalar’s agency business into Accenture Song, the deal connects creator marketing with a company that already works with some of the world’s largest brands and enterprises.