S4's MightyHive to absorb Australian digital shop Lens10

S4 Capital's data and programmatic media practice, MightyHive, intends to merge with Lens10, an Australian digital strategy and analytics consultancy, pending Foreign Investment Review Board and Australian Competition and Consumer Commission approval.

S4 has also appointed Miles Young as a non-executive director with effect from July 1. Young spent almost 35 years at Ogilvy, ultimately as its global chairman and CEO. He is currently the Warden of New College at Oxford University.

Lens10 is S4 Capital’s second merger during the COVID-19 lockdown period, as the company seeks to continue to expand its capabilities and geographical coverage, without compromising its balance sheet, which remains strong with no net debt.

Founded in 2010 by Michelle McGrath , Dean Gingell and Robin Jowett, Lens10 provides a broad range of services around data including digital strategy, technical consulting, analytics audit and measurement strategy, analytics dashboards and data visualisation, data integration and digital optimisation. The company employs over 25 data specialists in Melbourne and Sydney working for clients including CottonOn, National Rugby League, Australian Ballet, and ME Bank.

Lens10 is a certified Google partner in Google Analytics, Google Cloud and Google Marketing Platform and is an Adobe Analytics partner.

Merging Lens10 into MightyHive strengthens S4's data and programmatic practices in Australia and will be added to the firm's content practice, which was established in 2019 with the BizTech (now MediaMonks) merger.

S4 Capital executive chairman Sir Martin Sorrell said, “Covid-19 has clearly accelerated the existing digital transformation trends affecting consumers, media owners and enterprises. As a result, data analytics will be even more important as marketers seek to fast-track digital transformation plans and we have certainly seen that in the explosive demand from our clients for these services.”

Data and analytics is clearly a rapidly growing area of interest for agencies and their clients. In the MicroStrategy report “2020 Global State of Enterprise Analytics,” nine in ten respondents stated that data and analytics is somewhat or very important to business growth strategy and digital transformation. Two-thirds reported plans to increase analytics investments in the next year. MightyHive can provide digital measurement and analytics offerings to marketers worldwide, with its presence in 24 cities in 19 countries, S4 stated.

"Recent Google and Apple decisions around third party cookies have also enhanced the importance of first party data," Pete Kim, founder and CEO of MightyHive, added. " The team at Lens10 ... complement MightyHive’s global consulting services as we continue to expand.”

Michelle McGrath, CEO and Co-Founder of Lens10 reiterated marketers’ need for expert advice and services around analytics. "Lens10’s existing bench of advanced analytics experts is now positioned to offer global capabilities, along with media consulting and media buying solutions, to clients," she added.

Miles Young

Young welcomed the chance to work with his old boss at S4, in a new setup which is more attuned to current market conditions. "Its dramatic growth to-date shows that the demand for a new approach in marketing services is high indeed," he said.

"His contacts with, and knowledge of, clients and people are amongst the best in the advertising and marketing services industry," Sorrell said on his appointment. "The Board ... is convinced he will add significant value.”