Accenture has agreed to acquire creator and social agency Whalar, which will become part of Accenture Song. Financial terms weren’t disclosed. 

The company said that the acquisition would help creators move from “one-off brand activations to becoming a more deeply integrated part of customer experiences.” 

Whalar’s co-CEOs Emma Harman and Jo Cronk will continue in their roles, joining Accenture Song through the acquisition, along with Whalar’s team of over 170 people across the U.S., U.K., Ireland, Germany, and Spain. 

Accenture acquired that agency from the Whalar Group which will continue to operate as a separate entity with its remaining companies Sixteenth, Foam, Moby Ventures, The Lighthouse, and The Business of Creativity under co-founders Neil Waller and James Street.  

Whalar Group will enter a three-year strategic partnership with Accenture Song “focused on driving innovation in the creator economy and granting access to the wider Whalar Group,” the companies stated in a release.  

This acquisition is the latest in a series of deals Accenture has made to broaden Song’s creator and social capabilities, including Superdigital in 2025 and Unlimited in 2024.  

The deal is subject to what Accenture called “customary closing conditions.” It didn’t provide an estimated date for completing the transaction.  

Pictured above left to right: Harman, Accenture Song CEO Ndidi Oteh and Cronk.