Sorrell: We Need Maths Men and Mad Men

By David Murphy

Martin Sorrell

Sorrell: “$15bn [of WPP’s revenues] is in areas Don Draper wouldn’t recognise”

WPP chief Sir Martin Sorrell has been discussing the changing advertising landscape once again, this time at the ad:tech conference in London. In an interview with one of his underlings, Dominic Grainger, CEO, EMEA at GroupM, he told delegates that media and data would make up $9bn (£5.6bn) of WPP’s projected $19bn revenues for 2014,with digital responsible for another $6bn, leaving just $4bn generated by the “classic” advertising business. “$15bn is in areas that Don Draper wouldn’t recognise,” Sorrell said.

Continuing with the Mad Men reference, he said advertising now was not just about “the mad men and women, but also, the maths men and women”, relating the story of a recent pitch where the company was pitching to the CMO and the CTO and none of the other companies pitching for the business were the WPP company’s traditional competitors, but tech companies. “We come at it from the intangible, marketing angle, whereas the tech companies come at it from the tech angle; we are in a great position to fuze the two,” Sorrell said.

Returning to the Mad Men theme later in the interview, Sorrell told delegates: “Brand …read more

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