Sorrell's S4 Capital Expands with Two Acquisitions

Sir Martin Sorrell's recently formed marcoms business S4 Capital has expanded its digital content and programmatic capabilities with the acquisition of Amsterdam and Miami-based film production studio Caramel Pictures and São Paulo-based programmatic consultancy ProgMedia.

S4 was set up by Sorrell (pictured) in May last year, just six weeks after he left WPP. The company's first acquisition, of Dutch creative digital production company MediaMonks, took place last summer, and the business then merged with programmatic solutions provider MightyHive at the end of the year. In February, S4 opened offices in Mumbai and Bangalore.

MediaMonks has now acquired Caramel Pictures for an undisclosed cash sum, adding directors, a specialist crew, studio, robotic equipment and more than 25 years of expertise in digital photography and film for FMCG brands. The deal also broadens the capabilities of MediaMonks' Content Studio. Meanwhile MightyHive has combined with ProgMedia, which was founded two years ago by former Google employees Bruno Rebouças and Natalia Fernandes. ProgMedia will become MightyHive's base in Latin America, where ProgMedia's 27 employees will continue to provide services to help marketers and agencies in the region. Consideration for ProgMedia will be half cash and half in S4 Capital ordinary shares.

Commenting on the deals, Sorrell said: 'Client interest in our purely digital, first party data, always-on 24/7 programmatic model is frenetic. These two further strategic moves in the premium quality, digital content area and programmatic in Latam deepen and broaden that powerfully attractive offer'.

Web sites: www.s4capital.com , www.caramelpictures.com and www.progmedia.com.br .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.