Sir Martin Sorrell: The Consultancies Don’t Have Adland’s Digital Cachet

Sir Martin Sorrell: The Consultancies Don’t Have Adland’s Digital Cachet
SHARE
THIS



Boss of the world’s biggest media company, WPP CEO Sir Martin Sorrell, has again reconfirmed that the advertising industry has little to fear from consultancy firms, namely because these new interlopers don’t understand digital.

Speaking at UBS’s Annual Global Media and Communications Conference in New York on Monday, Sorrell said digital was the fastest growing part of the advertising business and the consultancy firms didn’t, as yet, possess the know-how to compete.

“I don’t think that head-to-head on digital, the consultants currently win,” Sorrell said. “You can’t buy creativity, you can’t buy digital capabilities.”

Sorrell has led the chorus of traditional advertising people fighting back agains the likes of Deloitte, Accenture and KPMG – all typically advisory firms – who want to use their client networks and data stacks to start playing in the advertising space.

Unfortunately for Sorrell, the consultancies appear to know the expertise they’re lacking and are increasingly hiring staff from the media space.

However, Sorrell did acknowledge that the consultancies did have a strategic and tech savviness to cajole clients their way.

For many years now consultancies have used technology to drive costs from their clients’ businesses. It’s now widely thought they now need to start adding back, hence the foray into the ad space.

Sorrell added: “Where I do think the consultants have made headway is on the general proposition that if you’re the CEO of a company, you’re currently spending too much. And in a low growth world where there is no inflation, there is no pricing power, and there is a focus on costs, that is an extremely seductive proposition.”

Please login with linkedin to comment

sir martin sorrell

Latest News

Sunday TV Wrap: Seven’s ‘All Together Now’ Finds Its Voice, But It’s Nine Doing The Winning Singing
  • Media

Sunday TV Wrap: Seven’s ‘All Together Now’ Finds Its Voice, But It’s Nine Doing The Winning Singing

In a relatively quiet Sunday night of TV, Seven’s All Together Now was the standout entertainment show of the night with 698,000 viewers. Yet again, news and current affairs dominated with Seven’s 6pm news bulletin (913,000) the most watched show of the night followed by Nine’s version with 851,000. 60 Minutes was the third most […]

by B&T Magazine

B&T Magazine
IKEA Turns Broken Lift Into Wonderfully Black Christmas Ad
  • Advertising
  • Campaigns

IKEA Turns Broken Lift Into Wonderfully Black Christmas Ad

A malfunctioning lift is the backdrop to a wonderful Christmas spot for IKEA Italy. The ad features two men stuck in a lift with their IKEA purchases in tow. Unable to escape, the strangers make the best of the situation and set up a festive scenario right there in the lift. The ad’s the work of […]

by B&T Magazine

B&T Magazine
2018 State of Origin - NSW Blues v QLD Maroons

June 6th 2018, MCG #ORIGIN

Digital Image: Nathan Hopkins © NRL Photos
  • Marketing
  • Media
  • Opinion
  • Partner Content

Sport Is A Shining Example Of Darwin’s Theory Of Evolution

In this opinion piece, QMS Media’s Anne Parsons (pictured below) explains why the marketing effectiveness of sport has stood – and continues to stand – the test of time for brands. In the world of media where fortune favours the brave and the shiny new thing takes the spotlight, media channels are being overturned and […]

Partner Content

by QMS Sport

TV WEEK ​​Unveils Inaugural List Of The Next-Gen Women On Aussie TV
  • Media

TV WEEK ​​Unveils Inaugural List Of The Next-Gen Women On Aussie TV

Bauer’s TV WEEK is using its latest issue to celebrate women, with the release of its inaugural list of Next Gen Women of Australian television. The 13-page feature story showcases 37 women who are leading in their field within the Australian television industry. From actresses to writers, producers to reality stars, these women epitomise the modern […]

Why Advertising Needs To Look To The “Good Ol’ Days” To Avoid Becoming Extinct
  • Advertising
  • Opinion

Why Advertising Needs To Look To The “Good Ol’ Days” To Avoid Becoming Extinct

Last week B&T published an opinion piece by J Walter Thompson Sydney’s head of strategy, Carly Yanco, titled Why Aussie Adland Needs To Call “Time” On The “Good Ol’ Days. Unsurprisingly, the piece ruffled a few feathers with some industry veterans and here, B&T regular Robert Strohfeldt, pens his riposte to young Yanco’s claims… This is the third time […]

Opinion

by B&T Magazine

B&T Magazine
Blue 449 Launches New Campaign For Chivas  “Success Is A Blend”
  • Campaigns
  • Media

Blue 449 Launches New Campaign For Chivas “Success Is A Blend”

Blue 449 has launched a new paid media campaign called Success is a Blend for Chivas Regal, the original luxury blended Scotch whisky. This through the line campaign celebrates the belief that blended is better, in life and in Scotch. Chivas’ faith in blending was instilled by founding brothers, James and John Chivas, who pioneered […]

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders
  • Media

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders

The Australian has today published its fourth annual edition of The Deal focused on emerging female leaders, in association with Chief Executive Women (CEW). The issue showcases successful women while asking some challenging questions. The Deal editor Helen Trinca said: “Women have achieved so much, even if there is more to do, and there is […]

Shake The Cage Cup Submissions Open
  • Media

Shake The Cage Cup Submissions Open

Didn't have much like on the recent Melbourne Cup? Well, why not turn your attention to the Shake The Cage Cup instead?