Sir Martin Sorell’s S4 Capital has confirmed the speculation that it is in discussion to acquire San Francisco-based advertising firm Mightyhive. According to S4, the acquisition of Mightyhive is part of its plans of forming a new media business incorporating data, co, tent and technology. “The potential transaction, if consummated, is in line with the company's stated strategy of creating a new era, new media solution embracing data, content and technology in an always-on environment for global, multi-national, regional and local clients and for millennial-driven digital brands,” S4 said in a statement. However, S4 said it is unsure when the acquisition will go through and will make another announcement when it does. The company had previously denied the rumors in November when it said it was a common business practice to hold discussions with the owners of several digital marketing services businesses about possible acquisitions. S4 has already acquired MediaMonks and recently poached former GroupM’s global chief growth officer, performance media group Michel de Rijk as its chief executive officer for APAC.
S4 ##C has confirmed it is in advanced talks to buy it . S4 says the potential deal is part of its plans to create a new media business that combines data , entertainment and technology .