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Sir Martin Sorrell: Technology, data and content are key to make a market difference
29 de octubre de 2015
For WPPs founder and CEO, Sir Martin Sorrell technology, data and content are crucial for agencies in order to be awarded with big accounts. On a conference about his company’s third quarter results, Sorrel analyzed agencies and marketers condition. “I believe that those three areas are key for choosing agencies” he pointed out. “In our experience thats where clients are discriminating”. Sorrell said that WPP is going to invest over $1.3billion in all three areas, focusing on packaging its services up in a “strategic way”, and he emphasized how media and creative -triggered by content marketing- are becoming much more integrated. Sorrell used WPP position as an example to encourage marketers to invest in digital media, and he emphasized in the importance of making a proper media investment and the optimization right, both elements that, for him, are critical. He highlighted the path where WPPs clients are heading, focused on fast growing markets such as Asia Pacific, Latin America, the Middle East and Africa, a market with 1 billion in potential consumers. In these markets, brands are very much investing in capacity, said Sorrell, whereas in mature markets theyre focusing on maintaining or growing share.
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