Accenture Song, the consulting company's tech-powered marketing division, has agreed to acquire creator agency Whalar in what is being called the industry's largest creator economy transaction.
ReadingCreator economy is now a line item inside consulting P&Ls, not a standalone media category. The deal confirms what the market already knew: influencer spend is being consolidated into performance guarantees that only platforms at scale can backstop.
WatchPublicis and Omnicom will each announce a creator acquisition within four quarters. The race to own the infrastructure, not the talent.