Sir Martin Sorrell Sets Sights On Adtech With $A209 Million Venture Capital Fund

Advertising boss Sir Martin Sorrell is in the process of launching a $209 million venture capital fund aimed at early-stage ad-tech companies. 

It’s likely Sorrell is looking to capitalise on new start-ups entering the sector. 

As reported by The Sunday Times, Sorrell, chief executive of S4 Capital and former boss of advertising giant WPP, is launching the fund with investor Daniel Pinto and former WPP executive Sanja Partalo. 

Sorrell, Pinto and Partalo are seeking $209 million of investment in the fields of ad tech, data analysis, content development, monetisation of the virtual reality “metaverse” and new digital media. 

Sorrell and Pinto are expected to front up $19 million of their own money into this fund and they’ll also sit on the investment committee. 

However, Partalo, former head of strategic development, WPP, will run the fund.

Sorrell told the Times that S4 did not want to commit capital to tech and “take the technology risk” and felt that a venture capital fund was a more appropriate vehicle to invest in early-stage companies.

On the creation of the fund, he added, “We thought there was an opportunity to leverage our knowledge in VC.”

“We have 7,500 people in 33 countries.” 

As per a City A.M report, Sorrell founded S4 Capital in 2018 after being ousted from WPP following allegations of impropriety.

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