Sir Martin Sorrell: I Want Zero Exposure To MarTech and AdTech
Sir Martin Sorrell is back at Cannes and has a glint in his eye and a spring in his step as he shows off his famous raconteur style speaking at a side event for global video marketing platform Innovid.
Speaking on a star-studded panel including global president of Accenture Interactive Operations Nikki Mendoca, Corporate VP, global media, CRM, digital merchandising, McDonald’s Bob Rupczynski and XANDR CEO Brian Lesser, Sir Martin left moderator, founder and CEO, LUMA Partners, Terence Kawaja, with precious little to do as he basically took control and started directing questions at his fellow panellists and offering his opinion on their various businesses and strategies.
Speaking on McDonald’s $300 million acquisition of AI startup Dynamic Yield, Sorrell offered his opinion that the move was one of the fast-food giant retaking control.
“I compare it to Brexit, and that might seem a strange analogy … it was the law of unexpected consequences … it’s not just in-housing, there’s a much broader trend here. Marketers, because of this threat for the control of data [from the platforms Facebook and Google], whether it’s brand safety, or the control of elections, whether it’s a fig leaf or genuine, this battle for control of the relationship.
With the rise of e-tailers [brands] thought it would make it easier to control the relationship with clients, well it’s made it more difficult. Facebook and Amazon are controlling more, and in it’s even China it’s worse, so I think it’s about taking back control.”
When Mendoca suggested it was a matter of building execution muscle and better connected expereinces, Sorrell offered her advice as well. He suggested that the trend to companies building in-house capability was a revenge ten years in the making since the recession of 2009.
“To be efficient is critically important, but in and of itself it’s not efficient, so we’re seeing a revenge.
“Take back control, innovation and branding. To be fair about it, you can have innovation without branding, but you can’t have branding without innovation; innovation is the key. And that got crushed a little bit, not a little bit in the ZBB [zero based budgeting] movement and that’s come off now and we’ll get to ZBB in a better form, because Lehmann and all the others that espoused it are very bright people and they will come back, but the balance is shifting.”
When XANDR’s Lessor discussed the impact of Netflix on television and the entire video market, Sir Martin could once again not help himself and started questioning him as well.
“Do you think Netflix is a sustainable model? With Disney coming in with Disney+ at half the price, do you think it’s sustainable at its current price? I know this is a terrible thing to suggest, but do you think they’re going to have to take advertising?”
Lessor’s answer was: “They will take advertising. What will happen is they will innovate and it won’t look like advertising . . .”
Sorrell then jumped back in and suggested “product placement is the vanguard of advertising”.
However he also offered a very clear insight into his investment strategy.
“I am very sensitive to having any exposure to adtech or martech. I don’t want to have anybody pull the plug on S4. In other words there’s three things when we’re looking at deals. Top line growth: critical. Decent margin, I don’t want top-line growth at the expense of margin, a balance of the two and thirdly, no adtech march exposure. We have to be agnostic. We will resell technology and the ecosystem is the ten companies; the big 5, plus Apple and Microsoft and the three technology companies Oracle, Saleforce and Adobe. Those are the ten that we’re focused on and that’s in our ecosystem.
“I don’t want to have any exposure to it. I am very nervous about being exposed to it.”
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.