LONDON (ShareCast) - (Sharecast News) - Advertising and marketing services company S4 Capital announced on Monday that its programmatic media practice MightyHive was merging with two companies, in a bid to build on its existing analytics capabilities.
The London-listed firm said the two companies were ConversionWorks, a digital analytics, biddable media and data science company based in London, and Datalicious Korea, a South Korea-based data and analytics consultancy.

Under the terms of the agreement, ConversionWorks and Datalicious Korea would be integrated into and rebranded MightyHive as part of S4 Capital.

The S4 board described ConversionWorks as an "award-winning digital analytics, biddable media and data science consultancy", founded by its managing director Russell Sutton.

It said it partners with companies including Boots, Diageo, Schuh, giffgaff and Wiggle to help them gather first-party data, curate audiences, predict behaviours and target them with focussed creative, with the goal of driving increased conversions.

The company was recognised as 'Analytics Agency of the Year' for 2018 by The Drum.

Datalicious Korea, meanwhile, is a Google Analytics premium reseller and Google Analytics Certified Partner in South Korea.

S4 Capital said its founder and chief executive officer, Sun-Young Kim, is a "recognised expert" in analytics, social media return on investment measurement and social customer relationship management, and the author of 'Social Analysis'.

The company's current clients included Samsung, Adidas Korea, and Lotte Members.

S4 Capital noted that according to the CMO Survey in August 2019, just 40% of marketers currently had the quantitative tools to demonstrate their marketing's impact on company performance, and over the next three years, CMOs were expecting to grow their investments in marketing analytics by 61%.

By combining forces with ConversionWorks and Datalicious Korea, MightyHive would have the capability to fill the digital measurement and analytics gap for marketers around the world with its presence in 15 countries and 21 cities, the board added.

"We are delighted to welcome both Russell and Sun-Young and their colleagues to S4 Capital," said executive chairman Sir Martin Sorrell and chief growth officer Scott Spirit in a joint statement.

"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."

Pete Kim, founder and CEO of MightyHive, added that first-party data was part of the S4 Capital "holy trinity", with the mergers supporting its strategic vision of creating the "leading 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.

"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."

As at 1029 GMT, shares in S4 Capital were down 1.05% at 163.77p.

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