MightyHive adds analytics bolt-ons, including Datalicious Korea

S4 Capital has acquired two bolt-ons operating in the field of analytics, including Datalicious Korea.

Martin Sorrell’s digital marketing venture S4 Capital has added two new analytics companies, to be merged with digital media consultancy MightyHive. Based out of London, ConversionWorks is described as a digital analytics, biddable media and data science consultancy, while the second new acquisition, Datalicious Korea, is a South Korean firm specialised in data and analytics in the marketing domain.

“One of the most substantial developments of the past couple decades has been Asia’s integration into global trade, talent, and innovation. In the coming decades, Asia’s economies will go from participating in these flows to determining their shape and direction,” the firm stated, mimicking (almost verbatim) a recent McKinsey report. McKinsey, incidentally, has its own digital marketing wing.

But as ad-land’s push-back against encroaching consultancies such as Deloitte and Accenture continues, MightyHive – which was picked up by S4 Capital for $150 million at the end of last year and now operates in 15 countries, including through branches in Singapore, Tokyo, Jakarta, and Hong Kong – stated that it was excited to accelerate its analytics capabilities with the addition of the two ‘respected’ firms.

“Their stellar reputations in the respective regions naturally complement MightyHive’s global consulting services as we continue to expand and prosper worldwide,” said MightlyHive CEO and co-founder Peter Kim, who added;  “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.”

To be rebranded under the MightyHive banner, Datalicious Korea was established in Seoul in 2016 by local market ‘analytics, social media ROI measurement, and social CRM’ expert Sun-Young Kim, who will continue on as MightyHive’s Korean country head. “The Asia-Pacific is the world’s fastest-growing economic region and we are thrilled to join the MightyHive operations locally,” she stated.

“Almost 50 percent of MightyHive’s offices are in Asia, and it’s fitting that our first acquisition in the APAC region is in the critical market of South Korea,” the marketing consultancy added in a press release, before getting straight to the pitch; “Some of the largest, most innovative marketers in the world – Samsung, LG, and Hyundai – live here, and need help with their digital transformation efforts.”