The news: Accenture Song has acquired Superdigital, a US-based social-first and influencer agency founded in 2013, in a move aimed at strengthening its capabilities in creator-led and short-form content marketing. The Florida-based agency has 40 employees and a client roster that includes Microsoft, Welch’s, and Nerf.

The shop is credited with expertise in social strategy, community building, and native content production, specializing in platforms like TikTok. Recent activations include a Welch’s bodega pop-up with a hidden speakeasy designed to spur consumer sharing, and an influencer-heavy Microsoft campaign highlighting PCs with Copilot+ AI.

Sean Lackey, Americas marketing lead at Accenture Song, said the deal cements social as a full-funnel channel spanning brand, engagement, and commerce. He added that Superdigital enhances Song’s existing social strengths, forming a stronger “nucleus” for integrated work across Droga5, CRM, content, data, and media. AI underpins this integration, from audience targeting and briefing to production and measurement.

The big picture: Holding companies and consultancies are aggressively buying social and influencer-led agencies. Publicis acquired Influential, Captiv8, and BR Media Group within 10 months, while creator economy M&A is on pace for a record year with 52 deals logged in the first half of 2025, Marketing Dive notes.

Accenture Song has been actively expanding its portfolio through deals, acquiring firms such as Droga5, Work & Co, Unlimited, Soko, among others; in 2024 alone, Song completed nine acquisitions across creative, design, and data.

Why it matters:

• Social and influencer channels are moving up the funnel. Among US brand and agency marketers surveyed this May, 23% plan to prioritize influencer campaigns for the remainder of 2025, per InMarket. That puts these channels ahead of formats like podcasts, radio, and even linear TV.