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Brightblue to merge with MightyHive

by | Aug 31, 2020

S4Capital plc, the tech-led, new age, new era digital advertising and marketing services company, announces that Brightblue Consulting, an award-winning UK-based data analytics and measurement consultancy, will merge with MightyHive, S4Capital’s data and digital media practice. The merger builds upon MightyHive’s recently launched data practice, adding deep probabilistic attribution expertise to its experienced and rapidly-growing team.

According to MicroStrategy’s  “2020 Global State of Enterprise Analytics,” 65% of respondents plan to increase their analytics investments in the next year. This merger continues to build on S4Capital and MightyHive’s ability to support that need.

Brightblue was founded in 2012 by Michael Cross after over a decade of consulting around predictive modeling and marketing ROI effectiveness at WPP agencies and beyond. Brightblue was established to help clients grow their sales and profits using a range of mathematical and econometric techniques to allow marketers to gain greater insight into their digital audiences. These approaches help clients find efficiencies; optimise their marketing spend; and drive more profitable growth. The company employs over 25 highly experienced mathematicians and econometricians working for clients including Co-op, Royal Mail, Secret Escapes, Hiscox, NHS, LV, and Habito.

S4Capital Executive Chairman Sir Martin Sorrell said, “We are delighted to welcome Mike and his colleagues to S4Capital. Data, particularly first-party data, is at the heart of S4Capital’s ‘holy trinity’ business model. Brightblue’s skills in making sense of it and using it to drive profitable growth are a timely addition to our client-focused service offering. We believe the measurement and modeling systems in our industry are in dire need of innovation. They are either too slow and traditional and no longer fit for purpose, or too narrowly confined to digital channels. We look forward to disrupting this multi-billion dollar industry with a modern new-era approach which is faster, better, and cheaper.”

“As we head into a post-cookie world without many existing forms of measurement, Brightblue’s predictive modelling solutions better prepare us for a future where marketers will have an ever-increasing demand for advice around effectiveness,” said Christopher S. Martin, Co-Founder and COO of MightyHive, and S4Capital Executive Director.

Michael Cross, CEO and Founder of Brightblue added, “We couldn’t be more excited to be joining MightyHive and S4Capital. Our shared entrepreneurial, results-driven cultures and our joint ambition to disrupt the existing industry models are a perfect match. Our ability to provide unrivalled marketing evaluation in days to our clients aligns very much with the S4Capital faster, better, and cheaper approach, and we very much look forward to the integration and subsequent global reach that MightyHive and S4Capital deliver.”

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