In a deal reached Thursday night, independent digital agency Rockfish has decided to join WPP.
"The decision to join WPP's family of agencies came after a very thorough and thoughtful
evaluation of many options, including remaining independent," Kenny Tomlin, Rockfish founder and CEO, explained in a blog post on Friday.
"What I thought would be a difficult decision was
actually very easy as I learned more about WPP, their enthusiasm for Rockfish and most importantly their commitment to our future," Tomlin added.
As part of the agreement, Tomlin said he will
remain as CEO of the shop, "and there will be no staff changes related to the acquisition." On the contrary, Tomlin said he expected the deal to accelerate growth, which would likely include expanding
the agency's staff.
Known as Rockfish Brand Ventures until a name change earlier this year, Rockfish has recently earned accolades for its interactive work, including being named one of OMMA
magazine's agencies of the year for 2010.
Pursuing a slightly deferent expansion path, Rockfish recently took a stake in Tap.Me, creators of a new mobile advertising platform that integrates
branding and advertising into games. Announced in May, Rockfish did not disclose the terms of the investment, but said it was joined by existing Tap-Me investors, including Bullet Time Ventures, the
i2A Fund and Hyde Park Angels.