Sir Martin’s S4Capital has announced that its data and programmatic media practice MightyHive intends to merge with Lens10, a leading Australian digital strategy and analytics consultancy, pending Foreign Investment Review Board and the ACCC.
Revisit last week’s Cannes UnCanned episode with Sir Martin Sorrell here.
This is S4Capital’s second merger during the covid-19 lockdown period, as the Company seeks to continue to expand its functional capabilities and geographical coverage, without compromising its balance sheet, which remains strong with no net debt.
Lens10, founded in 2010 by Michelle McGrath , Dean Gingell and Robin Jowett, provides a broad range of services around data. These include digital strategy, technical consulting, analytics audit and measurement strategy, analytics dashboards and data visualisation, data integration and digital optimisation. The company employs over 25 data specialists in Melbourne and Sydney working for clients including CottonOn, National Rugby League, Australian Ballet, and ME Bank. Lens10 is a certified Google partner in Google Analytics, Google Cloud and Google Marketing Platform and is an Adobe Analytics partner.
In the MicroStrategy report “2020 Global State of Enterprise Analytics,” over 90 per cent of respondents reported that data and analytics is somewhat or very important to business growth strategy and digital transformation. Some 65 per cent reported plans to increase analytics investments in the next year. MightyHive has the capability to fill the digital measurement and analytics gap for marketers around the world with its presence in 24 cities in 19 countries.
S4Capital Executive Chairman Sir Martin Sorrell said, “We are delighted to welcome Michelle, Dean, Robin and their colleagues to S4Capital. Covid-19 has clearly accelerated the existing digital transformation trends affecting consumers, media owners and enterprises. As a result, data analytics will be even more important as marketers seek to fast-track digital transformation plans and we have certainly seen that in the explosive demand from our clients for these services.”
“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,” said Pete Kim, founder and CEO of MightyHive. “Marketing analytics expertise is a key part of marketers’ foundational toolkit and critical to execute more agile and personalized campaigns. Recent Google and Apple decisions around third party cookies have also enhanced the importance of first party data. The team at Lens10 and their stellar reputations across Australia naturally complement MightyHive’s global consulting services as we continue to expand and prosper worldwide.”
Michelle McGrath, CEO and Co-Founder of Lens10 said, “Marketers’ need for expert advice and services around analytics has never been higher. By teaming up with MightyHive, Lens10’s existing bench of advanced analytics experts is now positioned to offer global capabilities, along with media consulting and media buying solutions, to clients.”
Merging Lens10 into MightyHive strengthens the existing S4Capital Data and Programmatic practices in Australia and joins S4Capital’s Content practice which was established in 2019 with the BizTech (now MediaMonks) merger.
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