Sir Martin Sorrell’s S4 Capital PLC (LON:SFOR) is to buy Australia-based marketing tech firm Biztech as part of the UK digital ad agency’s global expansion plan.
S4 Capital’s Dutch content division, Media Monks, will buy the business for an undisclosed sum.
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BizTech, founded in 2008, generates annual revenue of about A$15mln, employs more than 90 people and operates in Melbourne, Sydney, Toronto, Moscow and Astana.
It offers marketing transformation and customer experience services to clients, with a particular focus on Adobe’s online marketing software.
S4 Capital said the acquisition would strengthen MediaMonks' marketing cloud expertise and its existing relationship with Adobe. The deal will also allow Media Monks to establish a foothold in Australia and Canada, S4 Capital added.
S4 Capital will pay for the merger with a 50-50 split between cash and equity, using existing cash resources.
Sorrell said BizTech was the “perfect partner” to accelerate the business in Australia and beyond.
Sorrell set up S4 Capital last year after stepping down as the boss of WPP PLC (LON:WPP) following allegations of misconduct.
S4 Capital paid £266mln for Media Monks last year before buying Mightyhive for £117mln a few months later.