With Whalar acquisition, Accenture steps up its pace in the creator economy. Transaction values were not disclosed, but the deal closes an aggressive acquisition semester for Accenture. 06/08/2026 5:30 PM Accenture, focused on consulting and digital transformation, announced this Monday (08) the acquisition of Whalar, an agency specialized in influencer marketing and content for digital creators. The transaction values were not disclosed. With the purchase, Whalar becomes part of Accenture Song, the group's marketing, creativity, and digital experience arm. The deal adds to a series of acquisitions made by Accenture in recent years as part of its M&A-driven expansion strategy. To give an idea, in the last six months alone, the company completed the purchase of the British firm Faculty, specialized in artificial intelligence, and acquired the Brazilian Verum Partners, a management consultancy for infrastructure and capital projects based in Belo Horizonte. The global offensive in the first half also included the incorporation of Spain's Keepler Data Tech, focused on big data and cloud solutions, as well as the acquisition of predictive AI technology from Singapore's Avanseus. While these acquisitions strengthened competencies linked to artificial intelligence, data, and technological infrastructure, the Whalar purchase takes Accenture to expand its presence in the creator economy, a segment that connects brands, digital platforms, and content creators. Founded in 2016, Whalar claims to have executed over $600 million in campaigns with content creators in more than 40 countries and 15 languages. The company has over 170 employees distributed across the United States, United Kingdom, Ireland, Germany, and Spain. For Accenture Song, the acquisition will allow brands to move beyond traditional one-off campaigns with influencers and develop more permanent engagement strategies with content creators. "Social media has become one of the main drivers of brand discovery and digital commerce," said Ndidi Oteh, CEO of Accenture Song, in a statement. The bet comes at a time of strong expansion in the creator economy. According to estimates from the Interactive Advertising Bureau (IAB), an American advertising business organization, investments in advertising linked to content creators in the United States are expected to reach $43.9 billion in 2026. Startups is part of the routine of over 30,000 decision-makers. Will you stay out?

Accenture has agreed to acquire Whalar, a leading creator and social agency, from Whalar Group. The acquisition will integrate Whalar into Accenture Song, adding scaled creator and influencer engagement capabilities. Whalar has executed over $600 million in creator campaigns across 40 countries, delivering thousands of annual creator activations for major brands. The agency has won multiple industry awards, including Adweek's Creator Agency of the Year and Campaign UK's Agency of the Year. US creator economy advertising spend is projected to reach $43.9 billion in 2026, according to the IAB. Whalar's team of over 170 people across the US, UK, Ireland, Germany and Spain will join Accenture Song, with co-CEOs Emma Harman and Jo Cronk continuing in their roles. Financial terms were not disclosed.