Sir Martin Sorrell's S4 Capital has added Lens10, a leading Australian digital strategy and analytics consultancy, to its content capabilities.
The business will be merged with MightyHive, Sorrell's vehicle of choice for data analytics.
S4, describing itself as a new era digital advertising and marketing services company, calls such transactions mergers rather than acquisitions in that "companies that join us are not selling out, they are buying into the S4 Capital strategy and ethos".
The terms of the Lens10 deal have not been revealed. However, they are typically split 50% cash and 50% in S4 Capital shares. There are no earnouts.
Merging Lens10 into MightyHive strengthens S4's existing data and programmatic business in Australia and joins S4's content practice which was established in 2019 with the Melbourne-based BizTech (now MediaMonks) merger.
Lens10, founded in 2010 by Michelle McGrath, Dean Gingell and Robin Jowett, provides a range of services around data, including digital strategy, technical consulting, analytics audit and measurement strategy, analytics dashboards and data visualisation, data integration and digital optimisation.
Clients of the company, which has 25 data specialists in Melbourne and Sydney, include 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.
Sir Martin says 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," he says.
Pete Kim, founder and CEO of MightyHive, says the mergers support a 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 personalised campaigns,"says Kim.
"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: “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.”
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