Travers Smith LLP has advised S4 Capital plc on the conditional merger of its data and digital media practice, built around S4 Capital's creative digital content production company MightyHive, with the Raccoon Group, the leading digital performance agency in Brazil.
Founded in 2013 by two ex-Googlers, André Palis and Marco Túlio Kehdi, Raccoon specialises in three types of services: Digital Paid Media (search, social and commerce media), Inbound Marketing (search engine optimisation and conversion rate optimisation) and IT/Business Intelligence (data analytics). With a broad client base including Natura, Nubank, Carrefour, Gympass, iFood, Leroy Merlin, Yduqs, Unilever and Google, it comprises over 450 digital media specialists, engineers, mathematicians, statisticians and programmers.
Through the merger, S4 Capital will significantly expand the capabilities of its data and digital media practice in Latin America.
The Travers Smith team was led by Corporate Partners Tom Coulter and Aaron Stocks, with support from Corporate Associate Joe Knox. Pinheiro Neto advised on the Brazilian law aspects of the merger.
Corporate Partner, Tom Coulter noted: "We are delighted to have advised on another merger for S4 Capital with the Raccoon Group, which will further expand its data and digital media practice in Latin America and implement even faster its strategy of creating a new age/new era advertising and marketing services model."
