Advertising tycoon Sir Martin Sorrell's new company is expanding into Asia after making two acquisitions in London and Korea.
MightyHive , part of Sorrell's S4 Capital group , said that it was merging with London-based ConversionWorks - which works with Boots, Diageo, and Giffgaff - and Datalicious Korea, a Google Analytics company.
Datalicious Korea founder and chief executive Sun-Young Kim said: "Asia-Pacific is the world's fastest-growing economic region and we are thrilled to join the MightyHive operations locally.
"Datalicious Korea's home of South Korea is headquarters to many large multinational companies, and we look forward to bringing them MightyHive's full suite of services in conjunction with our analytics expertise."
Sorrell and chief growth officer Scott Spirit said: "We are delighted to welcome both Russell (Sutton, managing director of ConversionWorks) and Sun-Young and their colleagues to S4Capital. Data and analytics are at the heart of our new age/new era model and we look forward to working with our clients in Europe and Asia Pacific as they invest in deeper first-party, data-driven content and programmatic capabilities."
