WPP Digital Picks Up Rockfish Interactive

WPP Digital has acquired Rockfish Interactive, a rapidly expanding digital shop based in Rogers, AR. ClickZ reported on the potential deal in July.

Terms of the deal were not disclosed, though according to a source close to the negotiations, WPP’s initial offer was about $40 million.

Rockfish was founded in 2006 and employs about 150 people. The shop has opened four new offices since 2009, including ones in Dallas and Cincinnati. Its clients include EA Sports, Cisco, Sam’s Club, Walmart, White Cloud and Tyson Foods.

Mark Read, CEO of WPP Digital, praised Rockfish as “a smart company that understands how technology is changing communications and business” in a written release. He also indicated that WPP plans to maintain the Rockfish brand.

The Rockfish deal follows on the heels of Publicis’ acquisition of 51 percent of Big Fuel, a New York-based social media shop that has grown from 30 to 170 employees in the last 18 months.

Earlier this year, WPP bought a stake in F. Biz, a digital agency in Brazil. Prior to that, it wrapped up four of its digital agencies – Schematic, Bridge Worldwide, BLUE, and Quasar -into a single unit known as Possible Worldwide.