S4 to merge Brightblue with MightyHive

S4 will merge Brightblue with its data and digital media business, MightyHive, which recently launched a data practice. The company said the deal will expand MightyHive’s ‘probabilistic attribution expertise’.

Founded in 2012, London-based Brightblue uses econometric measurement techniques and employs around 25 staff. Its clients include Co-op and Royal Mail.

Martin Sorrell, executive chairman, S4 Capital, said: “Brightblue’s skills in making sense of data and using it to drive profitable growth are a timely addition to our client-focused service offering.”

Sorrell added: “We believe the measurement and modelling systems in our industry are in dire need of innovation. They are either too slow and traditional and no longer fit for purpose, or too narrowly confined to digital channels.”

Earlier this year, S4, which bought MightyHive in 2018, announced the acquisitions of Latin American data and analytics consultancy Digodat and Australian analytics firm Lens10.

Christopher Martin, co-founder and chief operating officer at MightyHive and executive director at S4, said: “As we head into a post-cookie world without many existing forms of measurement, Brightblue’s predictive modelling solutions better prepare us for a future where marketers will have an ever-increasing demand for advice around effectiveness.” 

The terms of the deal have not been disclosed.