NEWS28 October 2019

S4 Capital’s MightyHive merges with two agencies

Asia Pacific Data analytics M&A News UK

UK – S4 Capital’s programmatic media practice MightyHive has merged with London-based digital analytics and data science firm ConversionWorks and South Korea-based data and analytics consultancy, Datalicious Korea.

ConversionWorks and Datalicious Korea will be integrated into and rebranded MightyHive.

ConversionWorks was founded by Russell Sutton and works with companies such as Boots, Diageo and Schuh to help them gather first-party data, curate audiences, predict behaviours and target them with focused creative.

Datalicious Korea is a Google Analytics premium reseller and Google Analytics Certified Partner in South Korea. It was founded by CEO Sun-Young Kim.  Its clients include Samsung, Adidas Korea and Lotte Members.

S4 Capital executive chairman Sir Martin Sorrell said: “We are delighted to welcome both Russell and Sun-Young and their colleagues to S4 Capital. Data and analytics are at the heart of our model and we look forward to working with our clients in Europe and Asia Pacific as they invest in deeper first party data-driven content and programmatic capabilities.”

Merging Datalicious Korea and ConversionWorks into MightyHive builds on the existing S4 Capital analytics capabilities. It adds media buying and consultancy services for current clients of ConversionWorks and Datalicious Korea to access.