WPP’s VML Expands With the Addition of Rockfish Digital

By September 6, 2017News

Rockfish will join VML – combining the strengths of highly recognized lead agency VML with the extensive history of innovation and ecommerce at Rockfish.

“VML has always been about making an impact across the entire connected consumer experience – from point of inspiration to engagement to long-term consumer relationship,” said Jon Cook, VML global CEO. “Rockfish plays across all of that, but also brings an unmatched depth and best-in-class experience to digital innovation, ecommerce and modern loyalty solutions. Extending this expertise into VML will allow us the opportunity to offer a truly reimagined relevance to the lead agency model.”

Founded in 2005, Rockfish has offices in New York, Chicago, Dallas, Cincinnati, Northwest Arkansas and Minneapolis. The agency boasts a client list that includes major marketers such as Walmart, Mars, Southwest Airlines and MetroPCS. For years, VML and Rockfish have partnered together across clients including Colgate-Palmolive, Ford and Kimberly-Clark.

“We work closely with VML and Rockfish as part of our integrated WPP model. Both are terrific agencies with complementary skills,” said Mukul Deoras, Colgate-Palmolive CMO. “Bringing them together will provide a comprehensive digital offering worldwide to successfully build our brands in the digital space.”

Rockfish was awarded Innovation Agency of the Year by iMedia in 2016, has been continually recognized by OMMA and Digiday for innovative design, and has been recognized as one of the Best Places to Work in several of its office locations.

Michael Stich, Rockfish CEO, and Dawn Maire, Rockfish president and chief strategy officer, will immediately become part of the VML Executive Leadership Team.

“Rockfish has a history of transforming brands through digital innovations and productive disruption,” Stich said. 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.”

With the addition of Rockfish, VML will grow to more than 3,000 employees in 33 locations across six continents. The two will operate as one unified company – VML, with a newly formed division called Rockfish. The merger takes effect immediately, but the company will use the remainder of 2017 to finalize integration to allow for a seamless start to 2018.

“With Rockfish becoming part of VML, the enlarged VML becomes an even more comprehensive offer covering the entire consumer journey,” said Sir Martin Sorrell, founder and CEO of WPP.  “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.”

VML has always recognized a dynamic culture as an integral part of the company’s DNA. “Just as important as our shared passion and entrepreneurial spirit surrounding our businesses, we share a commitment and focus on creating incredibly strong cultures for our team members across the world,” Cook said. “I could not be more excited for everyone at Rockfish to become a part of our VML family.”


About VML

VML is a lead marketing agency that transforms brands through a connected consumer experience. VML’s clients include Bridgestone, Colgate-Palmolive, Electrolux/Frigidaire, Ford, Kimberly-Clark, New Balance, PepsiCo, Sprint, and Wendy’s.

Founded in 1992 and headquartered in Kansas City, Missouri, VML joined the world’s largest communications services group, WPP, in 2001. VML has more than 2,800 employees with principal offices in 29 locations across six continents.

About Rockfish

Rockfish is a digital innovation agency that drives productive disruption for some of the world’s leading brands. The company builds groundbreaking digital solutions that drive business results through the expert integration of strategy, creative and technology. Founded in 2005, Rockfish has offices in New York, Chicago, Dallas, Cincinnati, Northwest Arkansas and Minneapolis. Rockfish is part of WPP, the world’s largest and most highly regarded communication services group. For more information, visit RockfishDigital.com.


Jamie Dierking
Director of Communications, VML

Kayla Bond
Senior Director, Content Strategy, Rockfish