Marvellous Mobile has been acquired by Aegis in a deal said to be worth £10m.
Marvellous had been working closely with Isobar, part of Aegis, for around a year on The Sprite Yard, a mobile content platform and interactive community for The Coca-Cola Company. It launched in China earlier this year and will be introduced in the US next month.
The purchase by Aegis is further proof of how seriously digital agencies are starting to take mobile marketing and I dont think it will be long before Omnicom, WPP, Interpublic and Publicis making their acquisitions.
Earlier this year Microsoft bought Screentonic while AOL acquired mobile ad serving platform Third Screen Media.