• by Laurie Sullivan  @lauriesullivan, December 1, 2021

S4 Capital plc, the tech-led digital advertising and marketing services company, on Wednesday announced a merger between Maverick Digital and Media.Monks that augments its global Salesforce capabilities, and expands the capabilities of its data, digital media and technology services.

“At S4 Capital we differentiate ourselves by being the most agile, knowledgeable and creative partners to the world’s leading platforms, hardware and software companies and we’re delighted to welcome Belal, Carlos and their colleagues, as we expand our relationship with Salesforce providing services around its various clouds in the key US market and beyond,” stated Sir Martin Sorrell, S4 Capital executive chairman.

Maverick Digital, founded in 2018 by Belal El-Harazin in Chicago, is focused on Salesforce implementation across all its clouds and products. The company leads in Salesforce platform implementations, integration, execution, and managed services.

Salesforce recognizes the company as a Crest Partner with nearly 50 certified professionals including delivery capabilities in India and Canada. It provides multicloud services to enterprise clients including Mercy Health, Madison Square Garden and The Chicago Blackhawks.

This is Media.Monks’ second merger this year related to Salesforce services. The first brought in Asia-Pacific-based Destined in July.

The news also coincides with the announcement that Scott Jamieson, former president at Vigorate Digital Solutions, has joined Media.Monks in the newly created role of global vice president of Salesforce Practice to drive growth.

All Maverick employees will join Media.Monks. When asked for more details around merger vs. acquisition, a spokesperson said the company is built “foundationally different, set to disrupt the agency landscape for a digital-first world.

“Buy-in is an important distinction within our model: when new businesses merge or combine with our own, the structure of the transaction is half cash and half shares — so they don’t sell out, but instead retain ownership and influence over how we build and grow our shared business into something wholly new,” per the spokesperson. This structure alone sets us apart from the way traditional models are built by buying up, and scrapping the identities of, their agencies, or keeping them separate.”