• by Steve McClellan  @mp_mcclellan, August 2, 2017

WPP’s tenthavenue, the holding company’s global out-of-home and experiential marketing division, has acquired a stake in New York-based LOOM Media, a start-up company specializing in creating opportunities for brands to sponsor urban innovation. Terms weren’t disclosed.

Through sponsorship and marketing programs, LOOM assists with the economic development of “Smart Cities” and other civic innovations. The startup works with cities to provide access to brands seeking creative ways to reach and engage communities several areas including community spaces, health and wellness, sustainability, travel and transportation. 

LOOM is managed by founder and CEO Jonathan Schulhof, who brings his experience as founder of urban bicycle-sharing company Motivate to the new venture. According to WPP Motivate now controls 65% of the U.S. bike share market, including New York’s Citi Bike program.

Specialist units under the tenthavenue umbrella include OOH agency Kinetic, Bookmark (content), Joule (mobile), Candyspace (digital), Spafax (in-flight entertainment), S2B (shopper to buyer), platform5 (digital) and TMARC (mobile).