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Sir Martin Sorrell’s S4 Capital is starting off 2021 with two acquisitions.
New York-based creative agency Decoded Advertising will join S4’s MediaMonks, while Metric Theory, the San Francisco-based performance marketing agency, becomes part of S4’s programmatic firm MightyHive.
“We think that 2021 will be a very strong rebound year for the world economy,” Sorrell told Adweek in an exclusive interview ahead of the public announcement of the deals. Sorrell is particularly bullish on the U.S., market which makes up about 70% of S4’s business “and virtually 100%” of Decoded Advertising’s business.
According to Sorrell, S4 Capital navigated the pandemic with between 16% and 17% growth through September 2020.
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