LONDON — Markettiers4DC, the data and insights, broadcast and virtual events and live streaming group, has acquired London-based content and production studio Sassy Create.

Sassy works with brands, broadcasters and entertainment studios on creative development, production design, commercial advertising, branded content creation, live entertainment and streaming, photography, social-first content and global PR and distribution.

The agency’s most recent work includes the live streaming of the Barbie and Oppenheimer European movie premieres, content production to launch Honda’s new electrified SUV range and commercial production of Audible’s sleep podcasts.

The 35-strong agency will retain its name and continue to provide its current offering to existing customers, with additional services delivered by Markettiers4DC Group agencies includeing Markettiers, Through The I, Opinion Matters, 4DC and Censuswide.

Markettiers4DC founder and CEO Howard Kosky said the deal was the first in several planned acquisitions following recent investment from Waterland Private Equity: “The addition of Sassy Create aligns perfectly with our buy and build strategy announced at the beginning of the year to invest in complementary communications businesses to build group expertise, expand capabilities, geographical coverage and to work with the best and most talented people in the industry.

Joint Sassy MDs Michael Semp and Guy Martin will join the leadership team of Kosky, group MD Peter Mitchell, group operations director Danni Leith, Censuswide and Opinion Matters MD Nicky Mark, and Through The I managing director Scott Jackson, with director Steve Kemsley exiting the business.

Kosky said: “We are delighted to be welcoming Sassy Create into the family. We have known the business for many years and been impressed by the quality of the team, its work and depth of client relationships. We see a company at the forefront of technology and brand development through creative content, which will both compliment and strengthen our existing group production, live, virtual and hybrid event capabilities. We are excited to welcome Guy, Michael and the wider team to the markettiers4DC family and can’t wait to be a part of their continued growth.”

Semp added: “We’re excited to be joining such a unique and driven business and can’t wait to explore the obvious synergies across the group. Our focus for the agency has always been one of growth and consistent delivery, so with our unrivalled creative offering now coupled with the depth of talent and resource within the Markettiers4dc network, it’s clear our clients will truly benefit from a data and insight-driven business specialising in content, PR, broadcast, streaming and events.”

Independent private equity firm Waterland was founded in the Netherlands in 1999. It has investments in more than 880 companies in 80 markets and manages €9 billion in funds. Its experience in the marketing and communications industries includes investment in Swiss corporate communications firm Farner Consulting and digital agency group Sideshow.