Sorrell's S4 Kicks Off 2021 With 2 U.S. Acquisitions

S4 Capital today announced the acquisition of two U.S.-based firms and what it said would be an accelerated M&A pace this year to expand its holdings across the globe.

The latest acquisitions include Decoded Advertising which will combine with content company MediaMonks and Metric Theory which will merge with S4’s programmatic operation MightyHive. Exact terms weren’t disclosed but S4 said the deals combine cash and stock.

Founded seven years ago by Matt Rednor, Decoded specializes in data-driven content and campaigns and has nearly 200 staffers in New York and Los Angeles and has clients such as T-Mobile, Visa, SC Johnson and Intuit.

Performance marketing agency Metric Theory was founded nine years ago with co-founder Ken Baker leading the company as CEO. It provides services across search, social media and commerce. The firm has a staff 130 across New York, Denver, San Francisco and Orange County, CA.

S4 said more deals will be announced shortly.

The company reiterated that it expects to report double-digit organic revenue and gross profit growth for 2020. Full-year results are scheduled to be released on March 18.





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