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British and Korean Companies Join Sorrell's New Stable

October 28 2019

Sir Martin Sorrell's S4Capital plc has brought in two new businesses via a merger with its existing MightyHive programmatic media practice. ConversionWorks, based in London, and Datalicious Korea will be integrated into and rebranded as part of MightyHive, strengthening its analytics skills and offer.

CEO Pete KimConversionWorks is led by founder and MD Russell Sutton, offers digital analytics, biddable media and data science consultancy and was recognized as Analytics Agency of the Year 2018 by marketing publication The Drum. Datalicious Korea is a Google Analytics premium reseller and Google Analytics Certified Partner, founded by CEO Sun-Young Kim and focusing on analytics, social media ROI measurement and CRM.

The mergers give MightyHive a presence in 15 countries and 21 cities worldwide, with HQ in San Francisco. Its founder and CEO Pete Kim (pictured) comments: 'First-party data is part of the S4Capital 'holy trinity' and these mergers support our strategic vision of creating the leading digital-only, new era marketing services firm... 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'.

Sutton says of the deal: 'Marketers need experts to help them adapt to new analytics standards, to remain compliant and to gain valuable insights required to grow their business, specifically in the European market where data privacy regulation and technology changes have further complicated the process... The ability to offer MightyHive's entire suite of media consultancy services is an exciting move for ConversionWorks and our clients'. Datalicious' Kim comments: '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'.

S4 is Sorrell's digital advertising and marketing services company, established just six weeks after quitting WPP and with MightyHive and digital production company MediaMonks at its core. It aims initially to integrate businesses in three practice areas: first-party data, digital content, digital media planning and buying, and to emphasize 'faster, better, cheaper' executions. The company has an implied market capitalization of over £650 million ($850 million) and over 1,800 people in 23 countries, across the Americas, Europe, the Middle-East and Africa and Asia-Pacific.

Web site: www.s4capital.com .

All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.

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