Sir Martin Sorrell on digital, cost-cutting and client-agency relationships
The UK’s best-paid CEO shares his views on the future of advertising.
The UK’s best-paid CEO shares his views on the future of advertising.
Ahead of Lord Sugar’s appearance at the Festival of Marketing, we asked fellow business behemoth and WPP chief Sir Martin Sorrell to interview him. Then we sat back and let the action unfold.
Millward Brown’s BrandZ ranking shows that the brands growing in value demonstrate ‘meaningful difference’ and disrupt competitive markets, with the retail sectors providing key examples.
Brands are continuing to waste billions of pounds on digital ads that consumers never see despite repeated warnings over the prevalence of ad fraud. It is time for marketers to step up and ensure they understand the issue and have procedures in place to deal with it or be more realistic about the efficacy of digital advertising.
Inclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.