Overview
- The deal, announced June 8–9, moves Whalar’s agency, co-CEOs Emma Harman and Jo Cronk, and about 170 employees into Accenture Song under Accenture’s marketing arm.
- Whalar Group will remain independent and enter a three-year strategic partnership to give Accenture Song access to Whalar Group’s wider clients and creator assets.
- Neither company disclosed financial terms, and Whalar Group described the transaction as the industry’s "largest creator economy transaction" when speaking to trade outlets.
- Whalar says it has managed more than $600 million in creator campaigns for brands such as IKEA, the NFL and Uber and claims billions of engagements across thousands of creator activations.
- The acquisition continues Accenture Song’s buy-and-build push in the creator economy after purchases of Unlimited and Superdigital and could shift more large-brand marketing budgets into data‑driven creator campaigns.