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Travers Smith advises S4Capital plc on the agreed merger of its data and programmatic media practice, MightyHive, with Lens10

Overview

Travers Smith LLP has advised S4Capital plc on the agreed merger of its data and programmatic media practice, MightyHive, with Lens10, a leading Australian digital strategy and analytics consultancy business.

Lens10 provides a broad range of services around data including digital strategy, technical consulting, analytics audit and measurement strategy, analytics dashboards and data visualisation, data integration and digital optimisation. The company employs over 25 data specialists across Sydney and Melbourne and has clients across Australia including CottonOn, National Rugby League, Australian Ballet, and ME Bank. It is a certified Google partner in Google Analytics, Google Cloud, and Google Marketing Platform, and is an Adobe Analytics partner.

Merging Lens10 into MightyHive strengthens the existing S4Capital data and programmatic practices in Australia and joins S4Capital's content practice which was established in 2019 with the BizTech (now MediaMonks) merger.

The Travers Smith team was led by partners, Tom Coulter and Aaron Stocks, with support from associate Jacob Massey.

Lens10 was advised by Allens in Australia.

Partner, Aaron Stocks, commented: "We are delighted to sign another transaction for S4Capital, further strengthening its strategic vision of creating the leading digital-only, new era marketing services firm. It is wonderful to celebrate the first day of Tom's deserved accession to our partnership with a deal that demonstrates his ability to deliver rapid results for demanding clients in challenging circumstances.  Only in the deal cauldron of the corporate universe is a star born."

Executive Chairman of S4Capital, Sir Martin Sorrell, also noted: "Tom is a great addition to the Travers Smith partnership. His promotion is evidence of the phenomenal strength of their team."