Martin Sorrell's S4 Capital is acquiring two companies and merging them into subsidiary MightyHive to enhance its data analytics capabilities.
They are ConversionWorks, an award-winning digital analytics, biddable media and data science company in London, and Datalicious, a South Korea-based data and analytics consultancy.
The terms of the acqusitions haven't been revealed.
Revenue at S4 Capital has been surging since Sir Martin established it last year after leaving WPP, which he founded 30 years ago. He wants the digital advertising and marketing services company to double in size by 2021.
Data analytical services to marketers are a key part of the growth plans.
"Data and Analytics are at the heart of our new age/new era 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," says Sir Martin.
Pete Kim, founder and CEO of MightyHive, says the mergers support the strategic vision of creating a digital-only, new era marketing services firm.
“Marketing analytics expertise is a key part of marketers’ foundational toolkit and critical to execute more agile and personalised campaigns," he says.
"The teams at ConversionWorks and Datalicious Korea and their stellar reputations in the respective regions naturally complement MightyHive’s global consulting services as we continue to expand and prosper worldwide.”
ConversionWorks founder and managing director Russell Sutton says marketers need experts to help them adapt to new analytics standards, to remain compliant and to gain valuable insights required to grow their business.
Datalicious Korea founder and CEO Sun-Young Kim says: "Asia-Pacific is the world’s fastest-growing economic region and we are thrilled to join the MightyHive operations locally. Datalicious Korea’s home of South Korea is headquarters to many large multinational companies, and we look forward to bringing them MightyHive’s full suite of services in conjunction with our analytics expertise.”
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