Martin Sorrell's S4 Capital is continuing to build out his programmatic media practice MightyHive by adding two new companies to its portfolio, ConversionWorks and Datalicious Korea.
Based in London, ConversionWorks partners with companies such as Boots, Diageo, Schuh, giffgaff and Wiggle to help gather first-party data, curate audiences, predict behaviors and target audiences with focused creative.
Datalicious Korea is a South Korea-based data and analytics consultancy specializing on the Google Analytics platform with a roster of clients that include Samsung, Adidas Korea and Lotte Members.
MightyHive selected the acquisitions for their teams’ analytical expertise.
Both companies will be integrated into and rebranded as MightyHive. ConversionWorks founder Russell Sutton will report to MightyHive co-founder and Chief Operating Officer Christopher Martin while Datalicious Korea's Sun-Young Kim will report to Kenny Griffiths, managing director, MightyHive APAC.