• by Steve McClellan  @mp_mcclellan, August 31, 2020

S4 Capital, the Martin Sorrell-led ad-marketing firm has acquired Brightblue Consulting, a UK-based data analytics and measurement consultancy. Terms weren’t disclosed but the firm will be folded into S4’s programmatic company MightyHive.

Brightblue was founded in 2012 by Michael Cross.  He was also Chief Data Science Officer at PredictiveHire, which advises companies on employee productivity. Earlier he served as head of market mix modeling at WPP’s Mindshare.

Brightblue helps clients gain greater insights into their digital audiences with the aim of finding efficiencies to optimize their marketing ROI.

The company employs more than two dozen mathematicians and econometricians working for clients including Co-op, Royal Mail, Secret Escapes, Hiscox, NHS, LV, and Habito.

The acquisition follows S4’s July M&A deal for Orca Pacific, which helps clients develop their Amazon ecommerce businesses and which was also aligned with MightyHive.

Earlier this month, another S4 Capital unit, content creator MediaMonks, signed with Creative Artists Agency which will serve as the company’s agent to help it navigate Hollywood deals and content partnerships.