Exclusive: S4 Expands Again

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Plus, The Office heads to Peacock ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ADWEEK | First Things First

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First Things First

January 4, 2021

By Jameson Fleming

Exclusive: S4 Capital Acquires Two Agencies, Signals More to Come in 2021

Martin Sorrell is starting off 2021 with a bang. His growing S4 Capital has gobbled up two more agencies, Decoded Advertising and Metric Theory. Here's what you need to know:

Decoded Advertising, which has an integrated approach combining creativity, technology and media, will join MediaMonks.Metric Theory is a San Francisco-based performance marketing agency. It will join MightyHive.Both agencies ranked among the fastest growing agencies in the world on our inaugural list in 2019.

Martin Sorrell tells Adweek: S4 has five global clients in the $20 million-plus range—internally, called "whoppers." "With Decoded’s help, I’m sure we’ll get to 20 [whoppers] and get the first 10 in short order."

Adweek Expands Coverage Areas in Commerce, Performance Marketing and Convergent TV

Adweek is growing in 2021 to serve the marketing, advertising and media communities better. That means:

Expanded coverage of commerce marketing, including ecommerce, mar tech, fin tech, point of sale, consumer behavior, purchase decisions and direct-to-consumer brands.Coverage of areas where you need to show results, like direct marketing, email, display, database, phone, mail and the overall customer experience.Covering all facets of Convergent TV, including what we watch, how we watch it, and how advertisers and brands tailor their messaging to target key customers. Our new Convergent TV reporter will be joining us Jan. 11.Newsletters on new topics, revamped in reader-friendly formats.

Read about all our changes here.

Peacock Launch Sponsors Look to Win Over Office Superfans with Home Office Confessions

Good news: 2020 is over. Bad news: That means The Office is no longer on Netflix. Good news: Peacock has all kinds of bonus content related to The Office.

And if you're reading this newsletter, here's what you probably care most about: Peacock has worked with advertisers to create new formats to advertise around the show, including State Farm's trivia questions about The Office when a viewer pauses the program (see right below).

The full scoop on Peacock's plans: We dive into the innovative ways Peacock is making the experience of watching The Office (with ads) better.

The 10 Most Consequential Streaming Moments of 2020

Streaming exploded in 2020 after the pandemic accelerated an arms race years in the making. From Quibi's demise to Disney's plans for streaming domination to leadership shakeups, these are the moments to know from 2020.

Some of the best shows in television never released a new episode in 2020. A couple of these hiatuses were planned, but the majority pushed back new seasons thanks to production delays. Here's the full list of delays among popular shows.

The One Thing Agencies Must Do in 2021

The question on everyone's minds as we kick off 2021 is: when will we return to our offices and what will the future of work and collaboration really look like? In this opinion piece, Guy Hayward, the global CEO at Forsman & Bodenfors, argues employees need to be allowed to set this transition.

His take: Executives must push aside their egos and let employees determine the setting in which the highest quality work can be completed without sacrificing work-life balance.

How Purpose Can Shape Agencies in 2021

Leaning into purpose can be daunting for an agency that previous hasn't. That's why we spoke with five shops that have driven purpose into their cores. Get advice from agencies like Oberland and 22Squared on how they work with a cause.

Promoted Content by VeryWell Family

Brands Targeting Covid-Concerned Parents Really Need to Take the Right Tone

Struck by the Pandemic, These 2 Restaurant Brands Joined Forces to Fight Back

Desperate times call for creative thinking.

Adweek Promos and Events

Outlook 2021: New Speakers Announced!

Rishad Tobaccowala, Author, Advisor, Speaker, Educator, Joanna O'Connell, Vice President, Principal Analyst at Forrester and Ariel Kelman, Executive Vice President and Chief Marketing Officer at Oracle join the lineup for Adweek's Outlook 2021 summit. Join Adweek for the inaugural Outlook summit, January 26-28, to hear from these leaders and many more on the state of the state, predictions for the road ahead, and tools and strategies that will supercharge growth and revenue in uncertain times. Save your virtual seat.