Accenture Song, the consulting giant’s marketing services arm, confirmed it intends to acquire marketing agency Whalar, which connects brands with creators, from its holding company parent Whalar Group.
Whalar’s co-CEOs Emma Harman and Jo Cronk will continue leading the agency, and the other companies within Whalar Group will remain independent.
Accenture Song declined to reveal the terms, but Whalar Group cofounder Neil Waller described the acquisition as the industry’s “largest creator economy transaction.” For context, Publicis Groupe bought influencer agency Influential in 2024 for a reported $500 million.
Accenture Song hopes that combining Whalar’s influencer expertise with its own data, commerce, and AI tools will help its clients evolve from one-off influencer marketing campaigns to broader, ongoing work with creators.
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