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S4 Capital makes play for digital agency Circus Marketing

Sir Martin Sorrell, chair of S4 Capital

S4 Capital has announced its intention to expand its presence across eight new locations with the merging of integrated digital agency Circus Marketing which will see it add the Americas and a new office in Spain to its reach.

Circus Marketing will strengthen the groups’ content offering within the LatAm region, with the digital agency headquartered in Mexico City and projecting revenues of $38m and a gross profit of $20m for last year, according to the announcement.

The company, which works with Netflix, Facebook, Google, Uber and Spotify among its client-roster, also employs 350 professionals across Mexico, Brazil, Argentina, Colombia, Costa Rica, Los Angeles, the US and Spain and followed last year’s merger with Brazillian-based programmatic firm ProgMedia.

Sir Martin Sorrell, executive chairman of S4 Capital commented: “Bruno Lambertini, Ignacio Liaudat and Luis Alonso and their colleagues at Circus share our vision of focusing on purely digital content, unencumbered by analogue baggage. Circus also embraces our data-driven holy trinity model and embodies faster, better, cheaper or speed, quality and value. They are buying into our unitary model, combining seamlessly with our content and programmatic practices.”

Bruno Lambertini, the founder and chief executive of Circus, added “Our culture is defined by diversity and the varied expertise of our team, and I am confident this merger will enrich our community even more, enabling us to bring our unique point-of-view on creativity to the world. We believe in ‘emotions driven by data’ and by bringing our talents, expertise and networks into the S4 Capital family, we’re building a solid framework for the new era of advertising.”

The deal will see over half paid in cash funded through equity raised from the financing of MediaMonks and Firewood’s merger last October with the remainder coming from ordinary shares.

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