Monday 26 July 2021 7:45 am

S4 Capital snaps up Salesforce specialist Destined

S4 Capital has snapped up a marketing firm specialising in Salesforce as Sir Martin Sorrell’s ad firm targets further expansion in the aftermath of the pandemic.

The London-listed company said it will merge with Australia-based Destined with its data division Mightyhive in a bid to bolster its presence in Asia Pacific.

Destined, which is a Salesforce platinum partner, has provided cloud services for clients including Spotify, Panasonic, Wingate and George Weston Foods. It was founded in 2014 by Andrew France.

“At S4 Capital we differentiate ourselves by being the most agile, knowledgeable and creative partners to the world’s leading platforms, hardware and software companies and I’m delighted to welcome Andrew and his colleagues as we expand our relationship with Salesforce providing services around their various clouds in Asia Pacific and beyond,” said boss Sorrell.

S4 has carried out a string of acquisitions since its inception following Sorrell’s acrimonious departure from WPP in 2018.

Earlier this month the ad firm unveiled a £321m debt refinancing, which it said would help fund further takeover bids.

The outspoken ad chief has struck a bullish tone on the UK’s recovery from Covid, saying the global economy was enjoying a “post-pandemic” rebound.