He explained: "They have embraced our rather unusual culture and progressive approach to marketing, and together we have designed a partnership which will allow us to retain much of our independence in areas which matter most to us, whilst allowing us to benefit from the advantages of being part of a global advertising network." The agency pulled in revenues of £8m for the year ending 28 February 2014. Quirk will also be helping WPP with its digital offering, which the company hopes will account for 40-45% of its revenue in the next five years – up from 35% now. WPP chief executive Martin Sorrell said: "WPP has been watching Quirk for a while and we feel strongly that now is the right time for us to join forces. As a group, Quirk has demonstrated consistent growth and creativity way above the market in both South Africa and the UK, and we look forward to helping them bring their unique brand of insight and innovation to our global client base."