NEWS26 April 2019

S4 Capital makes two acquisitions

Europe FMCG Latin America M&A Media News North America Technology UK

UK – S4 Capital, the digital advertising company established by Martin Sorrell, has acquired film studio Caramel Pictures and programmatic business ProgMedia.

Sorrell at Festival of Marketing_crop

Dutch digital agency MediaMonks, which was acquired by S4 last year, has purchased Amsterdam-based Caramel for an undisclosed sum.

Caramel produces digital photography and film for FMCG companies and brands, focusing on food and liquids. The acquisition will boost MediaMonks’ content production capabilities, adding a specialist crew, studio and robotic equipment.

In another transaction, S4’s programmatic company MightyHive will combine with São Paulo-based programmatic consultancy ProgMedia. Founded by former Google employees, the company will become MightyHive’s base in the Latin America region, bringing 27 staff.

The acquisitions are in line with S4’s aims to expand its first-party data, digital content and programmatic services.

Martin Sorrell, executive chairman of S4 Capital (pictured), said client interest in the company’s model had been "frenetic". He added: "These two further strategic moves in the premium quality, digital content area and programmatic in Latam deepen and broaden that powerfully attractive offer."