Accenture Song has acquired Superdigital, a Florida-based social-first and influencer agency with clients including Microsoft, Welch’s, and Nerf. Founded in 2013, Superdigital specializes in TikTok-driven content, community building, and creator-led campaigns, with activations ranging from Welch’s pop-ups to Microsoft’s AI influencer work. The deal reflects a broader wave of M&A as consultancies and holding companies buy into the creator economy. With social and influencer marketing outpacing other formats, the move positions Accenture to win young, digital-first audiences and scale creator-driven growth.

This report features eMarketer’s December 2018 update to our B2B US digital ad spending forecast. It also explores the trends that are driving (and preventing) increased spend in 2019 and beyond.

Podcast ads are a rising format for B2Bs, and some are finding success by using podcasts as a driver of direct buyers.