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Martin Sorrell’s S4Capital acquires ConversionWorks and Datalicious Korea, to merge with MightyHive

MightyHive strengthens analytics capabilities, adds talent and expands global footprint

S4Capital plc, the new age, new era digital advertising and marketing services company floated by former WPP Chief Executive Martin Sorrell, announced that its programmatic media practice MightyHive merged with two companies to build on its existing analytics capabilities — ConversionWorks, an award-winning digital analytics, biddable media and data science company in London, and Datalicious Korea, a South Korea-based data and analytics consultancy. Under the terms of the agreement, ConversionWorks and Datalicious Korea will be integrated into and rebranded MightyHive as part of S4Capital.

ConversionWorks is an award-winning digital analytics, biddable media and data science consultancy. With founder and managing director Russell Sutton at the helm, ConversionWorks partners with companies such as Boots, Diageo, Schuh, giffgaff and Wiggle to help them gather first-party data, curate audiences, predict behaviours and target them with focused creative with the goal of driving increased conversions. The company was recognized as Analytics Agency of the Year 2018 by The Drum.


Datalicious Korea is a Google Analytics premium reseller and Google Analytics Certified Partner in South Korea. Founder and CEO of Datalicious Korea, Sun-Young Kim is a recognized expert in analytics, social media return on investment (ROI) measurement and social customer relationship management (CRM), and the author of “Social Analysis.” The company’s current clients include Samsung, Adidas Korea, and Lotte Members.

According to The CMO Survey in August 2019, only 40% of marketers today have the quantitative tools to demonstrate marketing’s impact on company performance, and over the next three years, CMOs expect to grow their investments in marketing analytics by 61%. By combining forces with ConversionWorks and Datalicious Korea, MightyHive has the capability to fill the digital measurement and analytics gap for marketers around the world with its presence in 15 countries and 21 cities.


S4Capital Executive Chairman Sir Martin Sorrell and Chief Growth Officer Scott Spirit said “We are delighted to welcome both Russell and Sun-Young and their colleagues to S4Capital. Data and Analytics are at the heart of our new age/new era model and we look forward to working with our clients in Europe and Asia Pacific as they invest in deeper first party data driven content and programmatic capabilities.”

“First-party data is part of the S4 Capital ‘holy trinity’ and these mergers support our strategic vision of creating the leading digital-only, new era marketing services firm,” said Pete Kim, founder and CEO of MightyHive. “Marketing analytics expertise is a key part of marketers’ foundational toolkit and critical to execute more agile and personalized campaigns. The teams at ConversionWorks and Datalicious Korea and their stellar reputations in the respective regions naturally complement MightyHive’s global consulting services as we continue to expand and prosper worldwide.”

Sutton said, “Marketers need experts to help them adapt to new analytics standards, to remain compliant and to gain valuable insights required to grow their business, specifically in the European market where data privacy regulation and technology changes have further complicated the process. Our existing analytics practices and consulting offerings will increase the depth of MightyHive’s analytics services. The ability to offer MightyHive’s entire suite of media consultancy services is an exciting move for ConversionWorks and our clients.”

Datalicious Korea founder and CEO Sun-Young Kim said, “Asia-Pacific is the world’s fastest-growing economic region and we are thrilled to join the MightyHive operations locally. Datalicious Korea’s home of South Korea is headquarters to many large multinational companies, and we look forward to bringing them MightyHive’s full suite of services in conjunction with our analytics expertise.”


Merging Datalicious Korea and ConversionWorks into MightyHive builds on the existing S4Capital analytics capabilities. It adds media buying and consultancy services for current clients of ConversionWorks and Datalicious Korea to access the full roster of capabilities MightyHive clients around the globe expect and enjoy.

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