S4 Capital's MightyHive merges with Latin American data analytics firm

S4 Capital’s programmatic media practice MightyHive has acquired and will be merging with Latin American data and analytics consultancy Digodat. Merging Digodat into MightyHive builds on the existing S4 Capital analytics capabilities. According to a media statement, the merger will add media buying and consultancy services for current clients of Digodat to access the full roster of MightyHive’s capabilities.

Despite the pressures of COVID-19, S4 Capital said further expansion of its first-party data, digital advertising content, data and analytics, and programmatic capabilities should continue, as long as the strength of its balance sheet is not compromised, adding that Digodat “certainly fits the bill”.  

Digodat was founded in 2015 by Alan Daitch and Mauro Giordano and provides a broad range of services around data including digital analytics audits and implementation, site optimisation, data visualisation and insights, predictive modelling, data engineering, and training. The company employs over 50 data specialists across Argentina, Colombia, Chile, and Mexico, working for clients including Google, Telecom Argentina, Banco Galicia, Cencosud, BBVA, Grupo Falabella, and Intercorp. It is also a certified Google partner in Google Analytics, Google Cloud, and Google Marketing Platform, and a consulting partner for software firm Looker.

S4 Capital executive chairman Sir Martin Sorrell said the agency sees COVID-19 accelerating digital transformation at all levels including consumer, media and enterprise, and that now is not the time to slow down. According to Sorrell, data and analytics are at the heart of the agency’s tech-led new age/new era model and looks forward to working with clients in Latin America as they invest in deeper first-party data-driven content and programmatic capabilities.

“We are therefore delighted to welcome both Alan and Mauro and their colleagues to S4Capital. In my view, Latin America has a particularly rich tech and creative talent pool, as Digodat and our previous mergers with Progmedia and Circus exemplify,” he added.

Meanwhile, Pete Kim, founder and CEO of MightyHive too agreed first-party data is part of the S4Capital ‘holy trinity’ and these mergers support its strategic vision of creating the leading digital-only, new era marketing services firm. He added that marketing analytics expertise is a key part of marketers’ foundational toolkit and critical to execute more agile and personalised campaigns.

Digodat's Daitch and Giordano said marketers need experts to help them adapt to new analytics standards, to remain compliant, and to gain valuable insights required to grow their business. Both added that the firm’s existing analytics practices and consulting offerings will increase the depth and broaden the reach of MightyHive’s analytics services.

Last year in October, S4 Capital acquired London-based digital analytics company ConversionWorks and South Korean data and analytics consultancy Datalicious Korea to merge with MightyHive. 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.

Separately, earlier this month, insurance company FWD appointed MightyHive as it data analytics partner across Singapore, Thailand and Hong Kong. The insurer aims to focus on powering consumer experiences with digital technology for its life insurance, medical insurance, general insurance and employee benefit products. MightyHive’s remit will be to develop its analytics strategy, focusing on holistic insights across offline and online data to improve attribution and audience activation across its digital channels.

Related articles:
Sorrell's S4 says there's 'a fighting chance' to achieve 3-year plan despite COVID-19