S4 Capital’s digital content unit to merge with U.S.-based agency By Reuters

© Reuters. S4 Capital’s digital content unit to merge with U.S.-based agency

(Reuters) – Martin Sorrell’s advertising vehicle S4 Capital on Tuesday said its digital content unit, MediaMonks, would merge with U.S.-based marketing agency Firewood as the company pushes further into a lucrative digital space.

The deal, which values Firewood at up to $150 million, will be funded in part through an issue of shares to raise about 100 million pounds ($122.94 million), S4 Capital said in a statement.

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