MediaMonks acquires Caramel Pictures

It is company's first buyout since being acquired by S4 Capital last year.

KitKat: works with Caramel
KitKat: works with Caramel

MediaMonks has acquired Amsterdam-based film studio Caramel Pictures in its first deal since it was bought by Sir Martin Sorrell’s S4 Capital in July last year.

The purchase – for an undisclosed sum – will add to MediaMonks’ content studio capabilities with "award-winning directors, a specialist crew, studio, robotic equipment and over 25 years of craft in high-end digital photography and film for FMCG brands".

Caramel, which was founded in 1977, works with brands including Heineken, KFC, KitKat, Lays and Magnum.

Separately, MediaMonks’ programmatic consultancy MightyHive has formed a partnership with Brazil-based ProgMedia, which was founded two years ago by ex-Google employees Bruno Rebouças and Natália Fernandes. ProgMedia will become MightyHive’s Latin America base.

ProgMedia works with brands including online food delivery service iFood and Serasa Consumidor, the credit research company owned by Experian.

Sorrell, who is executive chairman of S4 Capital, said: "Client interest in our purely digital, first-party data, always-on, 24/7 programmatic model is frenetic. These two further strategic moves in the premium quality, digital content area and programmatic in LatAm deepen and broaden that powerfully attractive offer."