‘It’s a CEO conversation,’ Accenture and Whalar on their playbook for the creator economy

Last month, Accenture Song acquired creator and social agency Whalar along with its scaled creator engagement tools and growth capabilities. Without providing details, Whalar told Adweek it was the “largest creator economy transaction,” which puts it at least at the $500 million mark, based on Publicis’ 2024 acquisition of Influential . Whatever the cost of the acquisition, it marks another major shift and investment in the creator economy. Accenture didn’t buy Whalar for its creator relationships, it bought the operational layer that makes those relationships more tangible and sellable — the sourcing, vetting and campaign execution that…

This is a curated summary. The full story was reported by Digiday.