S4 Capital is to augment its analytics offer with a merger of its programmatic media practice MightyHive with UK based digital analytics specialists ConversionWorks and a South Korea based data and analytics provider called Datalicious Korea.
The three-way tie-up will see both new additions rebranded as MightyHive to take their place within S4 Capitals ever expanding offer.
ConversionWorks has established itself as specialists in digital analytics, biddable media and data science under the leadership of Russell Sutton, working with companies such as Diageo, Schuh and giffgaff to collate first party data, curate audiences and predict behaviours.
For its part, Datalicious Korea is an established Google Analytics partner, led by its founder Sun-Young Kim, which has built a reputation for analytics, social media return on investment and social customer relationship management. Its current clients include Samsung, Adidas and Lotte.
A statement attributed to both S4Capital executive chairman Sir Martin Sorrell and chief growth officer Scott Spirit, said “We are delighted to welcome both Russell and Sun-Young and their colleagues to S4Capital. 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.”
The beefed-up MightyHive first joined S4C in 2018 with the latest mergers allowing it to add media buying and consultancy services for current clients of both ConversionWorks and Datalicious Korea.