Sir Martin Sorrell spoke this morning to a full room of APA members.
We invited Sir Martin in his capacity as majority owner of APA member Media Monks. He shared his views as to future advertising trends, drawing on his 33 years experience of founding and running the world’s largest advertising company, WPP.
Sir Martin chose to re-enter advertising through the production route in acquiring Media Monks. An endorsement of the business potential of production companies as opposed to big agencies, which aren’t well placed for the 2020 needs of advertisers; agility and “quicker, better, cheaper”.
Sir Martin sees digital as the future and in his company, S4 Capital is acquiring business, along with Media Monks, that enable them to offer that to clients.
He sees the big 16 tech companies, which include Google, Facebook, Amazon, Snap, Alibaba, Apple, Tencent, Baidu, eBay, Salesforce, JD.com as being key to communicating with consumers, and advised us to focus on creating advertising that works on those platforms.