NEW YORK: Publicis has added US shop Rosetta to its digital agency roster in a cash-only $575m (€403m, £356m) deal.

Maurice Levy, Publicis ceo, said was drawn to Rosetta's "culture of consulting", which has attracted clients such as Hewlett Packard and Bristol Myers.

The French group has made other US digital agency purchases over recent years, acquiring Razorfish and Digitas.

Rosetta's sales grew by 23.1% during the last year, making it the second largest digital agency in the US. Its annual revenues are anticipated to reach $250m.

In order to maintain its individual approach, Rosetta will remain a standalone agency within Publicis Groupe.

By contrast, Razorfish and Digitas were both merged into the Vivaki unit following their buyouts.

Rosetta  specialises in providing what Levy describes as "strategic insights, strategic advice, helping the client think much broader than just applications and just doing an execution of a plan".

The agency was formed thirteen years ago by a group of individuals from a client rather than an agency background.

Chris Kuenne, chief executive and founder of Rosetta, said the company was born out of a desire to create "the agency a number of us who came from the client side would have wanted when we were clients".

Data sourced from Financial Times; additional content by Warc staff