S4Capital may still be a nut (it varies) according to boss Sir Martin Sorrell but it’s a nut with a considerable global reach.
Now the owner of MediaMonks and programmatic media company MightyHive is expanding into Australia with a conditional deal to buy Melbourne’s BizTech, described as a marketing and customer experience specialist. BizTech employs over 90 people worldwide and, among other things, is an Adobe expert.
Sorrell says: “We are delighted with the proposed deal which will bring the BizTech team to the S4Capital family. Their highly specialised Adobe expertise and close-knit client relationships make BizTech the perfect partner to accelerate our business in Australia and beyond.”
MediaMonks CEO and S4 director Victor Knaap says: “Bringing BizTech on board will represent many things for MediaMonks. We will be effectively marrying engineering, design, and content for a new era of creativity. But we’re not just broadening our client offer, we’re growing our network that will span from Mexico to Melbourne and welcome a brand new super crew of Adobe experts.”
So what is S4C, so far? Well it isn’t an ad holding company (although that might change if a network came on the market.) The positioning seems to be that of a handmaiden to big corporates, more a (much) smaller version of IBM’s iX than Accenture Interactive.