• by Joe Mandese  @mp_joemandese, June 16, 2011

WPP's JWT New York is getting into Madison Avenue's start-up game, announcing a sponsorship of the summer program of TechStars New York, which kicks off July 11.

The agency said the sponsorship is part of its ongoing efforts "aimed at anticipating and actively participating in driving changes that will fundamentally define the future of consumer, business and brand behavior."

"The start-up scene is something we can all learn from. People are collaborating, making things, trying out new stuff. There is an energy that reminds me of the early digital days," states James Cooper, Chief Creative Innovation Officer at JWT New York. "The flip side is that we can help these exciting companies with their brands, help them foster relationships with clients and give them some real world experience."

Cooper will manage the relationship on behalf of JWT, along with Ann Mack, Director of Trendspotting.

TechStars currently runs accelerator programs in Boulder, Colo., Seattle, Boston, and expanded to New York earlier this year. Its inaugural New York program, managed by David Tisch, included startups Immersive Labs, which builds ad technology for digital signs that enables marketers to deliver tailored messages to customers in real time; OnSwipe, a platform that makes it easy for publishers to make their content and advertising a beautiful experience on touch-enabled devices via the browser; and CrowdTwist, which allows brands to engage and activate their fan base across the social Web, building brand loyalty

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