WPP adds another app developer

WPP has snapped up its second mobile app developer in as many weeks, acquiring US healthcare specialist The Lathe for an undisclosed sum.

New York-based Lathe, which also offers digital design services, has built up a client roster that includes Bayer, Health Brand Group and Roche since it was founded in 2003.

Its 20 staff, who generated revenue of roughly $4m last calendar year, will be incorporated into the FTSE 100 giant's wholly-owned GHG arm.

The Lathe's expertise is in helping healthcare organizations use technology to connect patients, caregivers and professionals.

According to its website, this can, for example, allow pharmaceutical companies to provide doctors and other professionals with diagnostic assistance and support for medication choices before they write a prescription or recommend treatment, or help with the marketing of medical devices.

Last week, WPP acquired fellow US app developer ArcTouch Inc, which has developed smartphone and tablet computer apps for the likes of Audi, CBS, Yahoo and Salesforce.

Digital revenues represent around 36% of WPP's total revenues, with boss Sir Martin Sorrell setting a target of 40-45% for the next five years.