Sir Martin Sorrell

Speaking at Mobile World Congress in Barcelona, Sorrell says apps are a classic example of the shift from broadcast to “multifaceted engagement”, by enabling brands to connect with consumers at numerous touchpoints.

Sorrell (pictured) adds: “Applications will be a significant opportunity for retailers to open another virtual shop, with the added benefit of it being in consumers’ pockets both when they are out shopping – ’can I get it cheaper elsewhere?’ – and when they’re not at the shops, because impulse purchases can be made anywhere.”

He adds that location targeting is the “holy grail” that advisers on behalf of clients search for.

Sorrell also welcomes mobile browsers becoming more powerful, enabling use of features currently only on apps.

“It is likely that mobile apps will be the fat part of the curve in terms of usage, whereas the mobile internet will be the long tail,” he adds.

According to the Guardian Online, WPP is currently encouraging clients to invest in mobile marketers, investing in companies and ideas that will improve its own mobile abilities and supporting its online division to “embrace” mobile more aggressively.