Sorrell's S4 to Buy Analytics Consultancy Lens10

Sir Martin Sorrell's digital ad and marketing services group S4Capital is to acquire Australian digital strategy and analytics consultancy Lens10 for an undisclosed sum.

Founded in 2010 by Michelle McGrath, Dean Gingell and Robin Jowett (pictured, top to bottom), Lens10 provides a broad range of services including digital strategy, analytics audit and measurement strategy, analytics dashboards and data visualisation, integration and digital optimisation. The company employs more than 25 data specialists at its offices in Melbourne and Sydney.

If the deal receives approval from the Foreign Investment Review Board and Australian Competition and Consumer Commission, Lens10 will be merged with S4Capital's data and programmatic media practice MightyHive, which currently has a presence in 24 cities in nineteen countries. The acquisition will follow S4Capital's recent takeover of Latin American data and analytics consultancy Digodat.

Commenting on the latest news, McGrath said: 'Marketers' need for expert advice and services around analytics has never been higher. By teaming up with MightyHive, Lens10's existing bench of advanced analytics experts is now positioned to offer global capabilities, along with media consulting and media buying solutions, to clients'.

Separately, S4Capital has also appointed Miles Young, former Global Chairman and CEO of Ogilvy & Mather, as Non-Executive Director. He joins the Board of Directors tomorrow, after a career which has included almost 35 years at ad agency Ogilvy, part of Sorrell's WPP marcoms network. Young is currently the Warden of New College at Oxford University.

Web sites: www.s4capital.com , www.lens10.com.au and www.mightyhive.com .