WPP’s Martin Sorrell on marketing
“We know that consumers spend 20 per cent of their time online – we also know that our clients only spend 12-13 per cent of their budget worldwide online, that’s a disconnect that has to be eradicated,” says Sorrell, speaking recently at an American Chamber of Commerce luncheon in Singapore. “And in our view, it will be eradicated, let’s say, over the next five years or so.”
Furthermore, surveys have found that client companies prize, above all, insights about consumers, which in turn drive the value of quantitatively-measurable products and services.
For these reasons, Sorrell says he wants quantitative businesses (such as direct marketing, digital and interactive media, and consumer insight) to make up at least half of future revenues.