• by Steve McClellan  @mp_mcclellan, August 3, 2021

Martin Sorrell-led S4 Capital has unveiled a major reorganization and rebranding of its two main brands—content creator MediaMonks and digital media agency MightyHive -- that it said was in the works earlier this year.

The two firms are being integrated under a single P&L and being renamed Media.Monks and will be led by the group of co-founders that launched the individual units that have combined over the past several years that now comprise both companies.

The company said the single brand emphasizes a shared heritage in creative content and roots in data and digital, while unifying a team of nearly 6,000 staffers working across 57 hubs in 33 countries.

Parent company S4 Capital remains the financial brand traded on the London Exchange.

“The traditional, analogue holding company model is over 70 years old, dating back to Marion Harper and IPG in the 1950s and cries out for disruptive change,” stated S4 Capital head and former WPP chief Martin Sorrell. “Digital has altered the landscape permanently and brands need a different type of organization to execute and show up for their customers at every moment in the journey––purely digital, with data-driven creative and content, faster, better, cheaper, and with a single P&L.”

The single brand “was not a boardroom decision,” added Media.Monks Co-Founder Wesley ter Haar. “It involved input from a broad range of teams and talent, and many of our founders. For our people, this means they’re all colleagues and can build amazing careers across the globe and keep going and growing. For our clients, it means they keep the same team and the day-to-day they love—but now have even simpler access to an amazingly deep pool of specialist talent. Consolidation is an engine to innovate and this makes it easier to help our clients show up better for theirs."

The new entity is adapting a dynamic logo mark that features MightyHive’s iconic hexagon, which has long been a symbol of strength.

The addition of the dot in the integrated company’s name is designed to represent a point of connection between diverse talent with different experiences and expertise that encourages freedom of expression through a malleable framework.

“Integrating the MightyHive hexagon into Media.Monks is a great representation of our unitary team, but even more so it reflects our operational model,” explained Media.Monks Co-Founder Chris Martin. “We’ve built a structure where our people have clear, ownable space, to represent themselves and the work they do, but without the traditional fights and frictions that are built into more traditional models.”