S4 Capital bolsters data operation with new acquisition

Sir Martin Sorrell’s S4 Capital is beefing up its data capabilities with the acquisition of consultancy 4 Mile Analytics, which it is merging with existing agency Media Monks in response to “strong demand for data analytics and engineering expertise” from its clients.

Founded in 2017 by Nick Fogler in California, 4 Mile Analytics helps clients extract more value from their data. The company works with Fortune 500 brands to enable custom data experiences, using technology from partners such as Google Cloud.

With around 50 data specialists, 4 Mile Analytics generated revenues of about $6.5m (£4.8m) in 2021 and is targeting to double this year.

While at WPP, Sorrell built the data function from scratch and it now represents well over 25% of the agency group’s annual income.

And, virtually since the launch of S4 Capital, he has insisted that businesses specialising in data analytics, media planning and digital media buying were at the top of its shopping list.

Sorrell said: “Understanding and acting on data is at the heart of the S4 Capital content, digital media and technology services offering. Therefore, we are delighted to welcome 4 Mile Analytics, as we expand our capabilities and partnerships, in particular with Google and its Looker and Google Cloud platforms.”

Fogler added: “We couldn’t be more excited to join forces with Media Monks and S4 Capital. We see huge opportunities to bring the offerings of the wider group to our clients and provide even more opportunities for our team.”