Sorrell says: We're not ready
In a Brand Republic interview while attending a Newspaper Society conference, Sir Martin Sorrell, CEO of the WPP Group, said that advertisers and agencies are failing to deal with the shift in consumer behaviour towards the digital model, saying that, even though WPP achieved 15% of its revenues from the burgeoning online sector, there was much more to achieve from online.
Between you and me, 15% of total revenue from online ain't too shabby for a big lumbering giant like WPP. Says a lot about the shift in spending.
Are we primed to cope with the growth of the presence of online? Probably not. I don't any traditional business has embraced the growth and presence of online, and that refers to agencies as well. I don't think that clients have embraced it properly, I don't think that media owners have embraced it, and I don't think agencies have. Well, that's better than denial and doubt.
Technorati Tags: advertising, media, dinosaurs, wpp
Wednesday, June 21, 2006
 Comments:
|
