Sorrell Unveils His Next Move, But Is It Bad News For Creative Agencies?
Sir Martin Sorrell has unveiled his next plans for his post-WPP venture, S4 Capital, and industry experts are predicting it spells bad news for traditional creative agencies.
Earlier this week, Sorrell released a 191-page prospectus outlining his plans for S4. In early July, Sorell famously outbid WPP to snare the Dutch production company MediaMonks for a whopping €300m ($A4487 million) and much of S4’s plans revolve around its expansion.
The document described S4’s mission as “to create a new-era, new-media solution embracing data, content and technology in an always-on environment for global, multinational, regional and local clients and for millennial-driven digital brands.”
Sorrell said the venture is already working with brands including Adidas, Corona, Google, Johnson & Johnson, Netflix and Shell.
However, as commentators have noted, the prospectus mentioned no plans to acquire any creative agencies to expand the business, meaning Sorrell will bring content in-house as he plans to work directly with clients and cut traditional creative agencies out of the food chain.
The prospectus noted that targeted acquisitions would include content, data analytics, media planning and digital media buying.
It noted: “The company will maintain a disciplined approach to acquisitions, both as to any acquisition consideration payable and the working capital requirements of any acquired business. However, given its focus on digital opportunities, valuations are likely to be full.”
The prospectus also listed S4’s primary competitors as “consultancy businesses with an emphasis on technological services in the digital marketing arena”.
Many are taking that to believe that Sorrell’s plans are to go head-to-head with the big consultancy players now playing in advertising’s traditional space, the likes of Accenture, PwC and Deloitte.
“In particular the integration of creative services and technology and the ability to deliver globally are viewed as being key to success,” the prospectus said.
“Moreover, a number of organisations that have traditionally been regarded as consultancy businesses with an emphasis on technological services in the digital marketing arena have begun to acquire creative operations and are therefore moving more directly to compete with combined operators such as MediaMonks,” it noted.
Latest News
Nine Bans Pauline Hanson From Today Show Following “Ill-Informed” Comments
Pauline now appears banned from just about every news service in the country save for Comedy Central and Sky News.
Netflix Questions Potential Australian Content Requirements
Streaming giant Netflix has questioned the feasibility of local content requirements in its submission to the government’s ‘Supporting Australian Stories on Our Screens’ options paper review. The review follows the ACCC’s Digital Platforms Inquiry, from which the government identified existing Australian content obligations as a topic of interest in the development of a platform-neutral regulatory […]
DDB Still Tops For New Business Wins For Month Of May
Another win for the DDB team, as staffer outed for eating a non-sanctioned Whopper at the McDonald's-led agency.
Initiative Still Numero Uno For Media Wins For May
Initiative staff feasting on Cheezels, cabanossi and Yellowglen after latest data confirms its media buying prowess.
“Let’s Not Go Back To Normal”: Durex’s Post-Lockdown Safe Sex Plea
Got an unexplained & recurring itch in the groin area? Then this prophylactic ad's probably arriving a little too late.
Reports: Seven Set To Sell More Of The Silverware To Pay Down Debt
Seven to sell more silverware. Apparently you can get your hands on a claret decanter shaped like a swan if you're fast.
KFC Climbs The Ranks For Advertisement Complaints
It's Australia's most complained about ads and - what beggars belief - those tiresome meerkats again avoiding scrutiny.
TV Reporter Mugged At Knifepoint In Terrifying Live Footage
Think the TV industry is all glamorous frocks & having your weight discussed in New Idea? Think again with this news.
Sunday TV Wrap: Fans Flock To Sunday Arvo Footy
Nothing adds to a swear jar quite as fast as watching your team get flogged in Sunday afternoon football.
Binge And The Iconic Combine For ‘Inactivewear’
B&T's not all that sure about 'Inactivewear', but arguably one of life's greatest oxymoron's remains the XXXL tracksuit.
Puffling Launches Progressive Employer Program
Puffling launches progressive employer program & that's not just for staffers sporting a shag/mullet hairstyle either.
Isentia Announces New Culturally And Linguistically Diverse Media Monitoring Service
Here's a top idea to monitor more culturally and linguistically diverse media. If only we had more of it to monitor.
The Reality Of The New Econsumer: Are Brands Ready?
Here, B&T explores the "Econsumer". Apparenty, they're the ones who can always find the car in the Westfield's car park.
Carat & Thinkerbell Join Our Watch To Highlight Non-Physical Abuse During COVID-19 Confinement
This top industry initiative has B&T's full backing. Well, we wouldn't have run the story otherwise, would we have?
Free TV Calls On Government To Reform “1980s” Content Structure
In an era boasting Sons & Daughters, Perfect Match & The Sullivans, B&T calls for a return to an 80's content structure.
MyState Bank Unveils “Unbalanced World” TVCs Via The Royals
Do you have a bank client that sadly DOESN'T have a rescue helicopter? Here's how to make an ad sans anyone drowning.
Beer Brand Latest To Feel The Wrath Of Offended Hindus
Thinking of using Lords Brahma, Vishnu or Shiva in your next campaign? You'll be guaranteed plenty of earned media.
Clems Sydney Brings Back D-D-Demazin
Can't afford Celeste Barber for your next campaign? Why not hire a Celeste Barber clone like this ad has clearly done.
Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech
Columnist says younger Aussies will abandon Facebook over hate speech. This doesn't infer older Australians condone it.
Model With Down’s Syndrome Breaks Instagram Records For Gucci
Here's a good news story B&T likes to run. Even if it's from a brand you wouldn't expect a good news story to come from.
Baskin-Robbins Australia Awarded For Stranger Things Campaign
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Haystac Wins Springfree Trampoline Account
The first agency B&T is so definitely visiting after lockdown is Haystac, having won the Springfree Trampoline account.
News Corp’s Damian Eales Promoted To Global New York-Based Role
Damian Eales scratching at the bottom of the T-shirt drawer for his old "I ❤ NY" number following news of a promotion.
TikTok Turns On Trump (Again)
TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.
EU Questions Google’s Fitbit Acquisition
Google's acquistion of Fitbit has so angered the EU it got its pulse to 125 and burned 142 calories in the process.
Deliveroo Drivers To Be Trained To Spot Signs Of Child Abuse And Neglect
Although B&T applauds this top initiative, to be honest most Deliveroo drivers struggle finding the right house number.
Thursday TV Wrap: Seven Sweeps Up, Wins Night Across All Key Metrics
This headline suggests Seven has put a broom through the opposition. Which amost sounds like a trip to triage, really.
Convert Digital Awarded Adobe’s Magento Gold Status
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Indie Agency The Shannon Company Unveils Campaign To Promote Industry Super
Are you in an industry super fund? Well, watch your contributions at work in this, thankfully, slightly cheap looking ad.
Binge To Offer Free Subscriptions To Locked Down Melbournians
Here's a fantastic idea from Binge which will hopefully stop people in lockdown from killing their loved ones.
