Digital Gabe
Cutting Edge Commentary On All Things Media

Sir Martin Is Building His New Empire

0 318

Yesterday morning S4 Capital (the shell company for Martin Sorrell’s new media conglomerate), announced it was acquiring the programmatic specialty shop MightyHive for $150M.  This is the second major pickup by S4, who also purchased MeidaMonks for $350M in July.

With the MightyHive acquisition announced, we can really start to visualize Sorrell’s strategy to create a vertically integrated digital marketing services company.  According to Sir Martin, “S4 is now three-fourths to seven-eighths complete, with focus on three areas of business: digital content, first-party data and digital media planning and buying . . . MediaMonks is the first pillar around digital content, MightyHive is the second pillar around digital media planning and buying for programmatic.  Both companies use first-party data, and obviously, we want to develop that further.”  Sounds like the last piece of S4’s puzzle might be to purchase a smaller digital publisher or data aggregator.

What’s fascinating about S4’s M&A plan is that Sorrell is basically running a digital version of the same play he used when founding WPP in the 1980s.  Goes to show you that times may change but winning business strategies never die.

 

Subscribe to the newsletter