MERCADEO Versión en español
Sir Martin Sorrell of WPP: We haven’t adapted to mobile yet
Manuela Walfenzao| 25 de febrero de 2016
Martin Sorrell, fundador y CEO de WPP
In one of the conversations at the Mobile World Congress, held from February 22nd to 25th, in Barcelona, Spain, Sir Martin Sorrell, CEO of WPP, expressed that “the mobile revolution hasn’t registered yet with companies and there’s an underinvestment in mobile in the marketing industry.””We haven’t adapted” said Sorrell. “When people talk about creativity in our industry, they’re talking about Don Draper. They’re not talking about the new definitions. Believe it or not, people inside media agencies are creative. Software engineers are creative. It’s the definition of it we haven’t contextualized correctly yet” explained the CEO.According to Sorrell, the increase in ad blocking is directly related with the decontextualization of creativity and its concept. “The industry hasn’t thought about what creativity on mobile could really look like. Mobile requires a different creative approach.””The essential problem is that big companies are not thinking about mobile in the right way” explained Sorrell. “They’re thinking of it as an extension of digital, just a way to reach consumers. They’re not thinking of it in a way that changes their businesses or adds values in a way they weren’t able to do previously.”
