S4 Capital PLC on Tuesday announced the acquisition of Australian digital strategy and analytics consultancy Lens10, merging it with its MightyHive business, and said it has appointed the former boss of Oglivy as a director.
Founded in 2010, Lens10 provides data services such as technical consulting, digital strategy, and data integration. It has more than 25 data specialists employed in Melbourne and Sydney, and its clients include the Australian Ballet and National rugby League. Lens10 is a certified partner in Alphabet Inc’s Google Analytics, Google Cloud and Google Marketing Platform.
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Digital advertising and marketing services firm S4 bought US programmatic media practice MightyHive, which will merge with new acquisition Lens10, in December 2018 for an enterprise value of USD150 million.
S4 gave no financial details for the Lens10 acquisition.
Lens10’s founders are Michelle McGrath, Dean Gingell and Robin Jowett.
S4 Executive Chair 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.”
The deal marks the second S4 acquisition during the Covid-19 lockdown period. Back in May, it bought Digodat, a data and analytics consultancy in Latin America, merging it also into MightyHive.
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At present, S4 has no debt.
In addition Tuesday, S4 said it has appointed Miles Young, former global chair and chief executive of advertising agency Ogilvy, as non-executive director. His appointment is effective as of Wednesday this week.
Sorrel said: “We’re delighted to be reunited with Miles. Obviously, I was disappointed when he chose to step down from WPP in 2016, as CEO of Ogilvy, albeit to take the prestigious role as Warden of New College, Oxford. But now at S4 Capital, he has an opportunity to re-apply his deep understanding, in particular, of outstanding creative work and talent, new technologies and Asia Pacific, honed over almost 35 years at Ogilvy and WPP. His contacts with, and knowledge of, clients and people are amongst the best in the advertising and marketing services industry. He will be of great value in achieving our objective of conversion at scale. The board of S4Capital is convinced he will add significant value.”
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