S4 Capital Says MightyHive And Brightblue Merger Brings Data Expertise

(Alliance News) - S4 Capital PLC on Thursday said data analytics and measurement consultancy ...

Alliance News 27 August, 2020 | 11:00AM
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(Alliance News) - S4 Capital PLC on Thursday said data analytics and measurement consultancy Brightblue Consulting will merge with its data and digital media practice MightyHive.

The London-based digital advertising and marketing services company said the merger will add deep probabilistic expertise to its team.

S4 Capital Executive Chair Martin Sorrell explained that data is at the heart of S4's business model and Brightblue will aid in its analysis to drive profitable growth within the company.

Sorrell said: "We believe the measurement and modeling systems in our industry are in dire need of innovation. They are either too slow and traditional and no longer fit for purpose, or too narrowly confined to digital channels. We look forward to disrupting this multi-billion dollar industry with a modern new-era approach which is faster, better, and cheaper."

MightyHive Co-Founder and S4 Capital Executive Director Christopher Martin said: "As we head into a post-cookie world without many existing forms of measurement, Brightblue's predictive modelling solutions better prepare us for a future where marketers will have an ever-increasing demand for advice around effectiveness."

S4 Capital shares were 0.1% at 369.74 pence each on Thursday morning in London.

By Greg Roxburgh; gregroxburgh@alliancenews.com

Copyright 2020 Alliance News Limited. All Rights Reserved.

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Securities Mentioned in Article

Security Name Price Change (%) Morningstar
S4 Capital PLC 403.00 GBX -1.71 -

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