S4 Capital's MightyHive bolsters data analytics capabilities with merger

Sir Martin Sorrell's S4 Capital has acquired London-based digital analytics company ConversionWorks and South Korean data and analytics consultancy Datalicious Korea. They will be rebranded to merge with MightyHive. Media consultancy MightyHive was bought over by S4 Capital in December 2018, and aims to?strengthen analytics capabilities, add talent and expand global footprint with the new merger of two companies.

With founder and managing director Russell Sutton at the helm, ConversionWorks worked with companies such as Boots, Diageo, Schuh, giffgaff and Wiggle to gather first-party data, curate audiences, predict behaviours and target with focused creative with the goal of driving increased conversions. Meanwhile, Datalicious Korea is a Google Analytics premium reseller and Google Analytics Certified Partner in South Korea. Founder and CEO of Datalicious Korea, Sun-Young Kim is at the helm of the business, which?has clients such as Samsung, Adidas Korea, and Lotte Members.

According to an S4 press release, combining forces with ConversionWorks and Datalicious Korea gives MightyHive the capabilities to fill the digital measurement and analytics gap for marketers around the world with its presence in 15 countries and 21 cities. Merging Datalicious Korea and ConversionWorks into MightyHive builds on the existing S4Capital analytics capabilities, the release read. In addition, the merger will also add media buying and consultancy services for current clients of ConversionWorks and Datalicious Korea to access the full roster of capabilities MightyHive clients around the globe.

S4Capital executive chairman Sir Martin Sorrell and chief growth officer Scott Spirit said data and analytics are at the heart of the agency's new age/new era model and the team looks to work with clients in Europe and Asia Pacific to invest in deeper first party data driven content and programmatic capabilities. Adding on,?Pete Kim, founder and CEO of MightyHive said first-party data is part of the S4Capital "holy trinity" and these mergers support the consultancy's 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," he added.

Meanwhile, ConversionWorks' Sutton said the company's existing analytics practices and consulting offerings will increase the depth of MightyHive?s analytics services and clients will have MightyHive?s entire suite of media consultancy services as well.

Datalicious Korea's Kim said: ?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.?