Martin Sorrell
Martin Sorrell

S4 Capital chief Martin Sorrell has acquired Mexico City-based Circus Marketing digital content shop to expand his push into Latin America.

Circus, which will be merged into MediaMonks, has 350 staffers in Mexico, Brazil, Argentina, Columbia, Chile, US (Los Angeles) and Spain.

The 15-year-old firm counts Facebook, Google, Uber, Spotify and Netflix among its clients and will kick in a projected $38M in revenues and $20M in profit.

Bruno Lambertini, Circus founder/CEO, said the deal would enable his firm to showcase its “unique point-of-view” and creativity to the world.

We believe in ‘emotions driven by data’ and by bringing our talents, expertise and networks into the S4Capital family, we’re building a solid framework for the new era of advertising,” he said in a statement.

Sorrell, former WPP chief, likes Circus because it embraces his "data-driven holy trinity model and embodies faster, better, cheaper or speed, quality and value."

The Circus deal is S4’s eleventh acquisition over the past 18 months.

On the Latin American front, S4 in 2019 merged its MightyHive programmatic unit with Brazil-based ProgMedia.