S4Capital's Media.Monks merges with marketing firm Cashmere to grow content practice

S4Capital's Media.Monks is merging with marketing agency Cashmere to expand the capabilities of S4's content practice in the US and its global cultural strategy. Cashmere was founded in Los Angeles in 2003 and currently has over 150 team members. The agency has worked with brands including Google, Instagram, Facebook and BMW. Cashmere was also appointed as Taco Bell's first-ever culture agency.

Executive chairman of S4Capital Martin Sorrell (pictured) said Cashmere's ability to translate contemporary culture into compelling content and reach diverse audiences is a rare talent and something S4 wanted to integrate at the heart of its content practice. "It is particularly relevant, given the changes we see taking place around diversity and purpose, not only in the US, but beyond," he added.

Meanwhile, Ted Chung, chairman and co-founder of Cashmere, said that based on first interactions with everyone at Media.Monks, it was impressed with the agency's responsiveness, ambition, and disruptive approach which aligns with its philosophy of evolving the status quo. MARKETING-INTERACTIVE has reached out for the cost of the merger and if there are any key personnel changes.

This comes after S4 merged MediaMonks and MightyHive to form Media.Monks last month. As the operational brand, Media.Monks will underpin S4 Capital’s agility, digital knowledge and efficiency and will be the next step in delivering on its foundational promise to unify content, data and digital media and technology services. Separately, S4 also merged Destined and MightyHive earlier this year, which will significantly expand the capabilities of its data and digital media practice in APAC and augments the group’s global salesforce capabilities.

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Photo courtesy: 123RF

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