"Clients are changing" states WPP chief Sir Martin Sorrell while discussing technological evolution of agency networks
“Clients are changing” stated Sir Martin Sorrell, CEO of WPP who discussed the changing network agency landscape and how it is being disrupted by digital technology.
Speaking to The Drum while attending Cannes, and wearing his Pele-signed Brazillian shirt, Sorrell offered his insight that clients were the first thing to change with the emergence of technology, as agencies no longer spoke solely to chief marketing officers but also to chief financial officers, chief procurement offices, chief information officers and chief technology officers (see video above.)
“The nature of the client is changing and there is a lot of debate over who is going to control the budget. There won't be an answer to that other than determined by the power bases of the personalities and the individuals. There might be somebody who brings them all together,” he continued.
Continuing the conversation, Sorrell went on to discuss the evolution of agency capabilities, the growth of ‘frenemies’ and the ever growing competitive nature of recruitment at the top level for agencies as more companies attempt to enter the marketing services space to work alongside brands. More of this interview is set to appear later this week.
WPP was named Holding Company of the Year for a fourth consecutive time at Cannes Lions last week.
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WPP plc is a British multinational communications, advertising, public relations, technology, and commerce holding company headquartered in London, England. It was...
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