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Mighty Hive

SI Partners advises data & analytics consultancy Brightblue on merger with MightyHive


Technology & Data Services


Sell Side


August 2020


Brightblue, an award-winning UK-based data analytics and measurement consultancy to merge with S4Capital‘s data and digital media practice MightyHive, advised by SI Partners.

The merger builds upon MightyHive’s recently-launched data practice, adding deep probabilistic attribution expertise to its experienced and rapidly-growing team. 

 With COVID-19 accelerating existing digital transformation trends, analytics will be more important than ever as marketers seek to fast-track digital maturity plans. This merger addresses an immediate need for marketers in the region and globally, over 65% of whom reported plans to increase analytics investments in the next year (2020 Global State of Enterprise Analytics).

Brightblue was founded in 2012 by Michael Cross after over a decade of consulting around predictive modelling and marketing ROI effectiveness, and is supported by directors Jamie GascoigneDavid WalshRuan van de Venter, and Stephen Hilton. Today, the company helps help clients grow their sales and profits using a range of mathematical and econometric techniques to allow marketers to gain greater insight into their digital audiences. Clients include HSBC, The Co-op, LV,, Three, and Royal Mail.

"At Brightblue Consulting Ltd we appointed SI Partners to act as our advisors in finding a strategic growth partner, culminating in our successful deal with S4Capital. I was hugely impressed with their support throughout the process, especially in three key areas. Firstly, the level of access they enabled for us was first rate, opening the door for introductions with global CEOs and the leading pioneers of our industry. Secondly they facilitated conversations with skill and subtlety, knowing when to let us do the talking, and when to enhance the narrative with their own experience. Finally they were invaluable in guiding us through the closing stages of finalising the deal giving measured advice with a calm and collected manner. In addition, they were personable, friendly and easy to work with".

Jamie Gascoigne, Director, Brightblue

Since its inception, Brightblue’s outstanding work has earned the consultancy a number of prestigious awards, including a Cannes Lion, two honours from The Institute of Practitioners in Advertising (IPA), Financial Times 1000 Fastest Growing Companies in Europe, Start Ups 100 for the UK, Goldman Sachs 10k Small Business Program, and the Mayor’s International Business Program. Additionally, both Brightblue and MightyHive have been named Best Places to Work. Brightblue is also an official effectiveness partner of the Incorporated Society of British Advertisers (ISBA).

S4Capital Executive Chairman Sir Martin Sorrell said, “We are delighted to welcome Mike and his colleagues to S4Capital. Data, particularly first-party data, is at the heart of S4Capital’s ‘holy trinity’ business model. Brightblue’s skills in making sense of it and using it to drive profitable growth are a timely addition to our client-focused service offering. We believe the measurement and modelling systems in our industry are in dire need of innovation. They are either too slow and traditional and no longer fit for purpose, or too narrowly confined to digital channels. We look forward to disrupting this multi-billion dollar industry with a modern new-era approach which is faster, better, and cheaper.” 

“As we head into a post-cookie world without many existing forms of measurement, Brightblue’s predictive modelling solutions better prepare us for a future where marketers will have an ever-increasing demand for advice around effectiveness,” said Christopher S. Martin, Co-Founder and COO of MightyHive, and S4Capital Executive Director.

"We couldn’t be more excited to be joining MightyHive and S4Capital. Our shared entrepreneurial, results-driven cultures and our joint ambition to disrupt the existing industry models are a perfect match. Our ability to provide unrivalled marketing evaluation in days to our clients aligns very much with the S4Capital faster, better, and cheaper approach, and we very much look forward to the integration and subsequent global reach that MightyHive and S4Capital deliver".

Michael Cross, CEO and Founder, Brightblue

As a platform-agnostic, independent consultancy, Brightblue is a trusted advisor for clients looking for understandable, actionable insights from their analytics data. Brightblue and MightyHive both believe in delivering transparent solutions that will drive the greatest ROI for clients, leveraging the most appropriate platforms, media partners, and modelling strategies for each client’s individual needs.

"SI have been fantastic in supporting our search for the best partner to facilitate our future growth. They have been very professional, knowledgeable and worked tirelessly to make sure we find the right home.  The commitment, clarity and ability to seamlessly manage the process has made my team’s job so much easier. They have been excellent and feel very much part of our team".

Michael Cross, Founder & CEO, Brightblue


Continued Momentum in Data and Analytics

Brightblue’s merger with MightyHive enables both companies to help marketers meet the rapidly growing need to move away from reliance on cookies. The econometric marketing mix models that Brightblue champions provide marketers with a view of performance and sales attribution across channels without relying on user-level data. Combining probabilistic models with privacy-safe, customised, deterministic attribution models will give marketers unprecedented visibility and control over their investments.

As companies seek to make the most of their investments and meet new consumer expectations as a result of the COVID-19 pandemic, smart marketers realise that it’s imperative to make data-driven decisions. Together, MightyHive and Brightblue will help companies more effectively analyse, understand, and mobilise their data for the best possible performance, revenue growth, and return on investment.

MightyHive, reinforced by mergers in the UK and South KoreaLatin America, and Australia, and now joined by the stellar Brightblue team, is well-positioned to help marketers deliver the insights clients need to find efficiencies, optimise their marketing spend, and drive more profitable growth. As marketers accelerate digital transformation plans, MightyHive andS4Capital strive to help them quickly and efficiently stand up digital solutions that will leave them stronger and more prepared than their competitors.

In December 2018, MightyHive merged withS4Capital, a new age/new era advertising and marketing services company established by Sir Martin Sorrell.S4Capital’s strategy is to create a purely digital advertising and marketing services offering by integrating leading businesses in three areas: first-party data, digital content, digital media planning and buying.

Read more on this deal from S4 Capital and MightyHive.

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SI have been fantastic in supporting our search for the best partner to facilitate our future growth. They have been very professional, knowledgeable and worked tirelessly to make sure we find the right home.

Michael Cross, Founder & CEO, Brightblue