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S4 Capital PLC on Monday confirmed it has received a merger proposal from MSQ Partners Group Ltd. Responding Sky News report at the weekend, S4 Capital said discussions with its fellow London-based advertising agency about a possible combination were still ‘at a very preliminary stage’. If a deal were to proceed, it would be structured as a buyout of MSQ by S4 Capital, the latter noted. MSQ is majority-owned by New York-based private equity firm One Equity Partners. Sky News on Saturday reported that One Equity was among several companies to contact Martin Sorrell, the founder & chair of S4, about a possible merger, though the other suitors could not be identified. S4’s announcement on Monday was arranged by Sorrell ‘without the prior agreement or approval of MSQ’. It followed s a profit warning from S4 back in June, when the advertising agency predicted full-year revenue decline in the low-single digits. Previous guidance was for revenue to remain largely flat on-year. Sorrell, the former head of WPP PLC, attributed the downgrade in expectations to ‘wider market uncertainty and significant volatility in global economic policy, particularly as a result of the US-imposed tariffs’. Still, June marked S4 Capital’s first final dividend declaration of 1 pence per share, or GBP 6.1 million in total, with guidance for a stronger second-half weighting than the year prior, thanks to revenue contributions from new clients such as General Motors Co, Amazon.com Inc and T-Mobile US Inc. S4 shares were up 9.7% to 23.25 pence on Monday morning in London for a market capitalisation of £142.3 million. The stock has fallen 56% in the past 12 months. Copyright 2025 Alliance News Ltd. All Rights Reserved.
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