S4 Capital absorbs analytics companies in South Korea, UK

S4Capital has announced that its programmatic media practice MightyHive will absorb ConversionWorks, a digital analytics, biddable media and data-science company in London, and Datalicious Korea, a data and analytics consultancy.

ConversionWorks is led by founder and managing director Russell Sutton and counts Boots, Diageo, Schuh, Giffgaff and Wiggle as clients. The company helps clients gather first-party data, curate audiences, predict behaviours and target users with focused creative, according to the company.

Datalicious Korea is a Google Analytics premium reseller and Google Analytics Certified Partner led by founder and CEO Sun-Young Kim. Current clients include Samsung, Adidas Korea, and Lotte Members.

“We are delighted to welcome both Russell and Sun-Young and their colleagues to S4 Capital," Sir Martin Sorrell, S4 Capital's executive chairman, and Scott Spirit, its chief growth officer, said in a release. "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 said first-party data and marketing analytics expertise are critical to allow marketers 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,” he added.

Sutton commented:

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. Our existing analytics practices and consulting offerings will increase the depth of MightyHive’s analytics services. The ability to offer MightyHive’s entire suite of media consultancy services is an exciting move for ConversionWorks and our clients.

Kim commented:

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.