S4 ’s acquisition of MediaMonks created the template for all subsequent deals , which CEO Martin Sorrell refers to as mergers . S4’s organic revenues were up 42% in the first-half and have accelerated since. The transactions follow a two - pronged approach paying founders half of the consideration cash and half in S4 equity , reflecting a “ buy - in ” philosophy , he says . Breaking with tradition in the media advertising and marketing industry , many of the deals include earn - out agreements , significantly reducing the risk of another mass exodus down the road . Each of the new agencies are merged into one of two areas : content production or programmatic and online ads .
S4 ’s acquisition of MediaMonks created the template for all subsequent deals , which CEO Martin Sorrell refers to as mergers . The transactions follow a two - pronged approach paying founders half of the consideration cash and half in S4 equity , reflecting a “ buy - in ” philosophy , he says . Breaking with tradition in the media advertising and marketing industry , many of the deals include earn - out agreements , significantly reducing the risk of another mass exodus down the road . Each of the new agencies are merged into one of two areas : content production or programmatic and online ads .