MediaMonks acquires Caramel Pictures while Mightyhive combines with ProgMedia

MediaMonks has made its first acquisition since itself being acquired by Sir Martin Sorrell’s S4 Capital with film studio Caramel Pictures.

The Amsterdam-production company will expand the content studio capabilities of MediaMonks with its roster of directors, specialist crew, robotic equipment, high-end digital photography and film services.

Victor Knaap, chief executive of MediaMonks said: “Agencies and brands are in growing need for high quality content, produced in an efficient way. In a time where the average online video is watched 2 to 6 seconds, high-end product and packaging shots are getting increasingly more important. By joining forces with Caramel, we can now shoot, produce and deliver the best quality content for food and beverage brands – all produced under one roof and fit for every platform and format."

Adding his thoughts was Will van der Vlugt, founder of Caramel, who said: “Since we started Caramel Pictures, we’ve been in constant motion, adapting to the evolving content needs of FMCG and CPG brands. Quality has always been at the forefront of our work and by investing in the latest equipment, top directors and specialized crew – our eye for detail, combined with MediaMonks’ scale will bring our content to another level. We are thrilled to join the MediaMonks family.”

Sir Martin Sorrell, Executive Chairman of S4Capital plc said: "Client interest in our purely digital, first party data, always-on 24/7 programmatic model is frenetic. These two further strategic moves in the premium quality, digital content area and programmatic in Latam deepen and broaden that powerfully attractive offer."

As well as production companies and creative agencies, the business’s clients include brands such as Heineken, KFC, KitKat, Lays, Magnum, and Senseo. In addition, Caramel works with FMCG companies such as the Coca-Cola Company, Danone, Nestlé and Unilever.

MediaMonks was the first business acquired by S4 Capital following its formation last year, and was followed by digital media company Mightyhive in December.

Meanwhile it has been announced that MightyHive has joined with Brazilian programmatic business ProgMedia, founded two years ago by ex-Google employees, Bruno Rebouças and Natalia Fernandes. This will serve as the business’ presence in Latin America, and will bring a clients-base that includes iFood and Serasa Consumidor, the Experian-owned Brazilian credit research firm.

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