By Alison Weissbrot
S4 Capital said Monday its programmatic and analytics agency MightyHive will merge with U.S.-based performance agency Metric Theory, and content agency MediaMonks will merge with integrated agency Decoded.
Terms of the deal were not disclosed, but similar to other S4 mergers, both agencies will be paid half in cash and half in S4 shares, and there will be no earnout, “which create fragmentation and hinder a unitary structure,” the company said in a statement.
Metric Theory, which has clients including GoFundMe, Lyft and Optimizely, employs 130 people with offices across the U.S. The agency will grow MightyHive’s U.S. footprint by 50 per cent and expand the agency
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