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Martin Sorrell’s S4 Capital snaps up content production firm WhiteBalance
Photo Credit: MediaMonks India's Team

S4 Capital, the digital advertising and marketing services company founded by former WPP Plc CEO Martin Sorrell, has acquired Delhi-based content creation and production house WhiteBalance.

The company refused to disclose the financial details saying that it was an equal parts cash and equity deal. London-based S4 Capital acquired WhiteBalance through its global content practice arm, MediaMonks.

As part of the transaction, WhiteLabs will merge with MediaMonks and will be known as MediaMonks India, according to a statement. Sorrell said the move would help the company build a leading creative content business in India and strengthen its position in the Asia-Pacific region.

Robert Godinho, chief executive officer at WhiteBalance, said the firm is looking forward to bringing the same professionalism to customising creative solutions for our clients in the APAC region.

MediaMonks will absorb WhiteBalance’s employees, and will also expand the team and the company’s studio facilities, with a view to doubling its countrywide business in the next six months.

WhiteBalance, which was founded in 2010, by Robert Godinho, says its services span across all aspects of film production and formats, including promo material, viral videos, shorts, documentaries, and television content, according to its website.

S4 Capital, meanwhile, was founded last year after Sorrell left WPP following allegations of personal misconduct. The company says its strategy is to build a purely digital advertising and marketing services business by integrating first-party data, digital content, and digital media planning and buying.

It has a presence in 26 countries, with nearly 2,000 people on its staff across the APAC, Americas, Europe and the Middle East, according to its website.

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