Dive Brief: 

• Holding firm WPP made its second mobile purchase since August with the acquisition of mobile app developer Bottle Rocket for an undisclosed sum. 
• Part of Bottle Rocket's appeal is big name clients like NPR, National Geographic, ABC News and NBC Universal. 
• Recently, WPP bought a minority stake in Austin-based Mutual Mobile, a mobile product developer, and both acquisitions support WPP's claim that it wanted 45% of revenues to come from new and emerging markets. 

Dive Insight: 

Paying attention to moves from firms like WPP helps paint a picture of the direction the advertising industry is heading. It's no secret that mobile is, and will continue to be, important in the future. Aside from grabbing the attention of big names like NPR and National Geographic, Bottle Rocket pulled in $17 million in revenue last year, so the acquisition is a solid grab for WPP.