S4 Capital’s creative digital production company MediaMonks has merged with Dutch influencer marketing firm IMA to expand its digital marketing offering. S4 acquired IMA for €10 million and the merger aims to bolster MediaMonks’ ability to reach new customers and expand its digital marketing expertise.Sir Martin Sorrel, executive chairman of S4 Capital, announced it on his LinkedIn this morning, stating that: “This merger is yet another example of our focus on top-line growth. Influencer marketing is an important subset of the digital content marketing industry and is predicted to double in size over the next three years.”IMA was founded in 2010 by Emilie Tabor and Maddie Raedts, with Anneke Schogt joining as CEO in 2016. The firm now has a network of over 35,000 social media influencers that reach billions of consumers worldwide and has worked with the likes of Microsoft, Heineken, and Diesel. All three women are said to be staying at the agency.“I’m confident they will bring not only success but a new way to connect brands to their audiences via our content operations at MediaMonks,” said Sir Martin Sorrel.The two Amsterdam-based companies will unify, and IMA’s 85 digital experts will give MediaMonks access to their talent to help brands reach new consumers through original content across niches and networks. “The influencer space is only just starting to properly mature – and with S4 Capital’s speed and worldwide scale, we can’t wait to fully leverage our network with the talent and new content capabilities throughout the group,” said Emilie Tabor, founder at IMA.
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