WPP further consolidates digital brands with summation of Rockfish into VML

WPP further consolidates digital brands with summation of Rockfish into VML

WPP has advanced further down the path of streamlining its digital brands with the decision to fold Rockfish Digital into VML with immediate effect, in order to provide a more comprehensive digital offer.

As part of the deal Rockfish chief executive Michael Stitch will join VML’s leadership team alongside president and chief strategy officer Dawn Maire, ensuring continuity of management. Commenting on his impending move Stitch said: “Rockfish has a history of transforming brands through digital innovations and productive disruption. We look forward to realizing this further through our integration with VML. Together, we can create new models and value for brands that reinvent the connected consumer experience.”

Sir Martin Sorrell, founder and chief executive of WPP said: “With Rockfish becoming part of VML, the enlarged VML becomes an even more comprehensive offer covering the entire consumer journey. It aligns two of WPP’s best performing and most accomplished agencies to create a highly relevant offering to lead clients through an increasingly complex and fragmented marketing environment.”

Launched in 2005 Rockfish has grown to span six offices throughout the US, growing a client list that now includes Walmart, Mars and Southwest Airlines and will continue to operate as its own division within VML.

In recent months WPP has amalgamated its Wunderman and Possible brands as part of a drive to reduce overheads within the business.

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