Martin Sorrell’s S4Capital and Stanhope Capital Group have launched a new venture capital fund that the partners say will raise up $150 million to invest in early-stage technology companies serving the marketing and advertising industries.
Stanhope was an early investor in S4 Capital and its CEO Daniel Pinto is on the S4 Capital board.
The new fund is called S4S Ventures and it will invest across five main areas: martech, adtech, data technology, creative technology, and emerging digital media/content.
Within those broad areas the partners have an eye on investing in firms focusing on programmatic advertising across CTV, gaming and digital audio. Also of interest are startups focused on data warehousing and analysis for the purpose of identity resolution. Firms that utilize AI and cloud computing to transform content development are potential investment targets as well.
Some metaverse-focused startups could warrant investment as well as new digital media platforms designed to capture the attention of Gen Zers.
S4S will be led by Sanja Partalo, who was formerly global head of strategic development and partnerships at WPP, Sorrell’s old stomping grounds. Sorrell and Pinto will serve on the Fund’s investment committee.