Sir Martin Sorrell continues with expansion despite coronavirus

Sir Martin Sorrell the marketing supremo has said he will continue with expanding S4 Capital as he has made another acquisition in Latin America.

Sir Martin has said he will continue to expand his company by expanding on data, digital advertising content and analytics arms, “as long as the strength of its balance sheet is not compromised.”

“Now is not the time to slow down, as we see Covid-19 accelerating digital transformation at all levels – consumer, media and enterprise,” Sir Martin said.

His comments come after his new company MightyHive have announced they are to merge with Digodat, who are a Latin American based business which consults on data and analytics.

Sir Martin said, “Data and analytics are at the heart of our tech-led new age/new era model and we look forward to working with our clients in Latin America as they invest in deeper first-party data-driven content and programmatic capabilities.

“In my view, Latin America has a particularly rich tech and creative talent pool, as Digodat and our previous mergers with Progmedia and Circus exemplify.”

Digodat co-founders Alan Daitch and Mauro Giordano 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.

“Our existing analytics practices and consulting offerings will increase the depth and broaden the reach of MightyHive’s analytics services.

“The ability to offer MightyHive’s entire suite of consultancy services is an exciting move for Digodat and our clients.”