Sorrell’s MightyHive media operation adds to analytics offer and moves into Korea with two more “mergers”

Sir Martin Sorrell’s S4Capital has bought two “analytics” companies to merge with its digital media operation MightyHive: ConversionWorks, a digital analytics, biddable media and data science company in London, and Datalicious Korea, a South Korea-based data and analytics consultancy. ConversionWorks and Datalicious Korea will be integrated into and rebranded MightyHive as part of S4Capital.

ConversionWorks is a digital analytics, biddable media and data science consultancy. Led by founder and MD Russell Sutton, ConversionWorks works with the likes of Boots, Diageo, Schuh, giffgaff and Wiggle to gather first-party data, curate audiences, predict behaviour and produce focused creative with the goal of driving increased conversions.

Datalicious Korea is a Google Analytics premium reseller and Google Analytics Certified Partner in South Korea. Founder and CEO Sun-Young Kim is the author of ‘Social Analysis.’ The company’s current clients include Samsung, Adidas Korea, and Lotte Members.

S4Capital executive chairman Sorrell and chief growth officer Scott Spirit (who seems to be taking a higher profile in S4 doings) say: “We are delighted to welcome both Russell and Sun-Young and their colleagues to S4Capital. Data and analytics are at the heart of our new age/new era model and we look forward to working with our clients in Europe and Asia Pacific as they invest in deeper first party data-driven content and programmatic capabilities.”

MightyHive founder and CEO Pete Kim says: “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.

“Marketing analytics expertise is a key part of marketers’ foundational toolkit and critical to execute more agile and personalized 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.”

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