WPP lines up deal to buy $40m Rockfish Interactive

What fun it must be to own a digital agency with the all the world’s marcoms giants, led by WPP and Publicis, eager to buy you.

WPP, headed by Sir Martin Sorrell, is reported to be lining up a deal to buy 150-strong Rockfish Interactive, a digital all-rounder founded in Rogers, Arkansas, in 2008. Rockfish now has four offices in the US: Rogers, Little Rock, Dallas and (handily for Procter & Gamble) Cincinnati.

The move follows hards on the heels of rival Publicis Groupe’s confirmation that it has bought 51 per cent of Jon Bond’s Big Fuel social media specialist for an undisclosed sum. PG has the option of buying the remainder in 2014, a two-tier deal that may be its way of ensuring that former Kirshenbaum Bond founder Bond hangs around (he bought into Big Fuel less than a year ago).

Rockfish is not quite a tit for tat move. Whereas Big Fuel is now an avowed social media specialist, running a number of Facebook campaigns for global clients, Rockfish is more of an all-rounder, winning numerous awards for website design.

But the trend could hardly be more clear.

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