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Travers Smith advises S4 Capital on the merger of its Data and Digital Media practice with Metric Theory


Travers Smith LLP has advised S4 Capital plc on the merger of its Data and Digital Media practice, built around data and digital media consultancy MightyHive, with Metric Theory, an integrated performance marketing agency providing services across search, social media and commerce media.


Metric Theory was founded in 2012 by four ex-colleagues Ken Baker, Jeff Buenrostro, Jeremy Brown and Adam Edwards. Using data-driven strategies to provide highly measurable and effective results for B2C and B2B clients such as Gofundme, Zenefits, Very Great, Maisonette and Hill House Home, Metric Theory has over 130 people across San Francisco, Denver, New York and Orange County.

Merging Metric Theory into MightyHive enables S4 Capital to combine its existing capabilities with Metric Theory's best-in-class performance media competencies to create a broad-based digital media offering.

The Travers Smith team was led by Corporate Partners Aaron Stocks and Tom Coulter, with support from Corporate Associate Joe Knox.

Loeb & Loeb LLP advised on the US law aspects of the merger.

Corporate Partner, Tom Coulter noted: "We are delighted to have advised on another merger for S4 Capital, continuing its momentum into 2021 and further expanding its data and digital media practice in line with client demand."

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