What? WPP has attained specialist mobile apps developer Bottle Rocket
Why it matters: The investment is part of WPP’s strategy to reinforce its capabilities in digital media and mobile advertising
Bottle Rocket, whose clients are National Geographic and ABC News and NBCUniversal among others, has taken in $17m profits for its 2013 fiscal year. This company produces apps for iPhone, Android and iPad devices and has around 170 people actively working. Although it will become part of WPP portfolio, the company will keep its brand.
WPP Digital’s has already purchased an Austin, Texas-based firm which develops mobile products, earlier this year.
The investment is part of WPP’s strategy to reinforce its capabilities in digital media and mobile advertising. Calvin Carter, Bottle Rocket‘s chief executive, said that the company is evolving from app developer into a firm that helps brands develop mobile and digital strategies. In recent years, the tech retailer has added services including an app platform for video delivery, a gaming platform and a mobile commerce solution.
Calvin Carter claimed : “Bottle Rocket will remain as a separate company under my leadership. What will change is our access to the top minds in the industry. Our company will be stronger, more capable and have wider national and international reach.”