WPP has acquired a majority stake in US-based agency Set Creative for an undisclosed sum, allowing it to expand its global branding and identity credentials.

Set Creative helps brands reach consumers via physical in-store experiences, pop-up stores, trade shows and events, as well as via apps, social media and content.

The agency, which generated revenues of $38m for the year ending 31 December and has a staff of about 120, has a client portfolio that includes BMW, Google, Jordan, Nike, Red Bull and Uniqlo.

WPP said the newly-acquired business’s management would remain in place, with founder Sabina Teshler reporting to Simon Bolton, co-leader of WPP’s branding and identity division, B to D Group.

The agency was founded in 2009 and is headquartered in Portland, Oregon, with offices in New York and Los Angeles. The group recently bought UK firm Flourish and renamed it Set Live.

B to D Group houses agencies including Brand Union, Fitch, Lambie Nairn. Landor and The Partners, and now Set Creative.

Bolton said: “Set creates world class physical and digital brand experiences, making it an ideal partner to Brand Union and Fitch.

“The three agencies provide a complementary set of services, from brand strategy, to retail, design and events, collectively creating a roadmap for agile omni-channel brands.”