Based in Arkansas, US, Rockfish employs 150 people and provides consulting, technology and digital marketing services to clients including Walmart, Cisco, EA Sports and Procter & Gamble.

Kenny Tomlin, chief executive officer and founder of Rockfish, says the decision to sell to WPP comes as the business looks to grow its team of ‘top-notch’ talent, which can offer its clients ‘innovative’ ideas and services.

He comments: ‘The decision to join WPP’s family of agencies came after a very thorough and thoughtful evaluation of many options, including remaining independent.’

Tomlin adds that as part of the deal he will remain as chief executive officer at the business, which he set up six years ago, with no staff changes expected post transaction.

According to a statement, the buy continues WPP’s strategy of investing in fast growing sectors and markets. Digital, direct and interactive account for 30 per cent of WPP’s revenues, with the company declaring a target of 30-35 per cent in the next three to four years.

The London-based company has operations in 107 companies with reported revenues of £9.3 billion. The deal for Rockfish follows WPP’s acquisition of a 70 per cent stake in F.biz, an independent digital agency in Brazil, in early June.