S4 Capital acquires Metric Theory and Decoded
S4 Capital plc, the new age digital advertising and marketing services company, has announced two combinations, which significantly expand the capabilities of both its Content practice, built around creative digital content production company MediaMonks, and its Data and Digital Media practice, built around data and digital media consultancy MightyHive.
Although unaffected by Brexit, given that much of the uncertainty has now, at last, been removed from the Brexit process, the Company will now implement even faster its strategy of creating a new age advertising and marketing services model and deploy its digital capabilities even more effectively, not only in Europe, but in the Americas, Asia-Pacific, Africa and the Middle-East.
Integrated agency Decoded Advertising will combine with MediaMonks, and Metric Theory will combine with MightyHive to continue building the unitary new age advertising and marketing services model.
Both Decoded and Metric Theory have been featured in the Adweek 100: Fastest Growing Agencies list, alongside MediaMonks, Firewood and Circus.
Founded in 2014 by Matt Rednor, Decoded Advertising is a truly integrated, creative, technology and media agency creating breakthrough campaigns that make brands perform. Challenging convention, it took some of the best talent from strategy, creative, media, design and the direct to consumer world and put together a new team and way of working to bridge the gap between meaningful storytelling, data-led optimizations and commerce.
With almost 200 people in New York and Los Angeles, Decoded services global clients such as TMobile, Intuit, Visa, WW International and SC Johnson. S said,
Sir Martin Sorrell, 4Capital Executive Chairman, S4 Capital: “Both combinations continue our momentum, broadening our digital, strategic, creative, data & digital media capabilities in line with our objectives for 2021. Matt and his colleagues at Decoded share our vision of using data to develop and produce effective creative work and distribute campaigns through digital media. They have created an award-winning, highly successful agency, which will be a significant addition to the family.
Matt Rednor, Founder and CEO, Decoded: “Our data and digital media practice is founded on providing clients with transparency and measurable results, two values at the heart of the business Ken and his colleagues have built at Metric Theory. We are glad to welcome them to S 4Capital and look forward to continuing to build the new age/new era model and disrupt the status quo.”, said, “Since day one it’s been our goal to explore every strategic, creative and media lever at our disposal to build better brands and deliver better performance results. In S 4Capital, we’ve found a group of like-minded collaborators that immediately expand our ability to disrupt the industry with a more modern approach to creativity.”
Wesley ter Haar, Founder, MediaMonks and Executive Director, S 4Capital: “The past two years have seen us increasingly working for clients across our data, creative and digital media practices and the expertise and experience Matt and his colleagues bring us will heighten our ability to deliver a truly unified offer.”
Metric Theory, founded in 2012 by four ex-colleagues Ken Baker, Jeff Buenrostro, Jeremy Brown and Adam Edwards, is an integrated performance marketing agency providing services across search, social media and commerce media.
Using data-driven strategies to provide highly measurable and effective results for B2C and B2B clients such as Gofundme, Zenefits, Very Great, Maisonette and Hill House Home, Metric Theory has over 130 people across San Francisco, Denver, New York and Orange County.
Ken Baker, CEO and Co-Founder, Metric Theory: “We’re excited to bring our brand of numbers-obsessed, growth-obsessed, full-funnel performance marketing to MightyHive and S4Capital. It’s clear that their mission and values are the same as ours, and that we’ll be far better at delivering them together.”
Christopher S. Martin, Co-Founder, MightyHive and S 4Capital Executive Director: “As we look to expand our data and digital media practice in line with client demand, welcoming Ken and his colleagues to the family allows us to combine our existing capabilities with their best-in-class performance media competencies to create a broad-based digital media offering.”
Beyond their clients and capabilities, Decoded and Metric Theory will add just under 350 professionals to S 4Capital’s current talent base of 3,400 and a projected combined Gross Profit of approximately $70 million in 2020, which represents 50% growth over 2019. The consideration for both Decoded and Metric Theory will be paid, as is usual, half in cash and half by the issue of S4Capital Ordinary Shares, with minimum customary lockups and no earn-outs, which create fragmentation and hinder a unitary structure.