Datalicious Korea among S4 Capital’s latest acquisitions – will be rebranded MightyHive 

The South Korea operations of Datalicious, a Sydney-based data and analytics consultancy is one of the latest additions to S4 Capital. The other recent acquisition by S4 Capital is the London-based ConversionWorks. Datalicious Korea and ConversionWorks will be integrated into and rebranded as MightyHive. 

Datalicious Korea founder Sun-Young Kim has previously worked for LG and Goldenplanet. She started the Korea operations of Datalicious in 2016 and is reckoned to be an expert in analytics, social media ROI measurement, having written a book called Social Analysis. Datalicious Korea’s clients include Samsung, Adidas Korea, and Lotte Members. She has been designated country head of South Korea at MightyHive.

ConversionWorks was founded by Russell Sutton in 2013; he previously worked for Webexpectations, a web design agency. ConversionWorks’ list of clients includes Boots, Diageo, Schuh, giffgaff and Wiggle. 

In a statement on the mergers, S4 Capital said: “Only 40% of marketers today have the quantitative tools to demonstrate marketing’s impact on company performance. 

Over the next three years, CMOs expect to grow their investments in marketing analytics by 61%. By combining forces with ConversionWorks and Datalicious Korea, MightyHive has the capability to fill the digital measurement and analytics gap for marketers around the world with its presence in 15 countries and 21 cities.” 

Speaking about the acquisitions, S4 Capital executive chairman Sir Martin Sorrell and chief growth officer Scott Spirit said: “We are delighted to welcome both Russell and Sun-Young and their colleagues to S4Capital. Data and analytics are at the heart of our new age/new era model and we look forward to working with our clients in Europe and Asia Pacific as they invest in deeper first party data driven content and programmatic capabilities.”

MightyHive founder and CEO Pete Kim added: “First-party data is part of the S4Capital ‘holy trinity’ and these mergers support our strategic vision of creating the leading digital-only, new era marketing services firm.

“Marketing analytics expertise is a key part of marketers’ foundational toolkit and critical to execute more agile and personalized campaigns. The teams at ConversionWorks and Datalicious Korea and their stellar reputations in the respective regions naturally complement MightyHive’s global consulting services as we continue to expand and prosper worldwide.”


Kim said, “Asia-Pacific is the world’s fastest-growing economic region and we are thrilled to join the MightyHive operations locally. Datalicious Korea’s home of South Korea is headquarters to many large multinational companies, and we look forward to bringing them MightyHive’s full suite of services in conjunction with our analytics expertise.”

Sutton said: “Marketers need experts to help them adapt to new analytics standards, to remain compliant and to gain valuable insights required to grow their business, specifically in the European market where data privacy regulation and technology changes have further complicated the process. Our existing analytics practices and consulting offerings will increase the depth of MightyHive’s analytics services. The ability to offer MightyHive’s entire suite of media consultancy services is an exciting move for ConversionWorks and our clients.” 

The merger adds media buying and consultancy services for current clients of ConversionWorks and Datalicious Korea as well as allowing them access the full roster of MightyHive’s capabilities.


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