Sir Martin Sorrell: agencies can no longer access consumers

It seems a while since Sir Martin Sorrell did the rounds of the TV studios as in his WPP days but here’s the boss of S4Capital and MediaMonks regaling the viewers of CNBC with his views about the way companies have changed in a low-growth era – and plugging S4 of course.

His point being that advertisers and agencies no longer have the direct access to consumers they used to have in the era of “walled gardens.”

Which is a pretty dismal prognosis. The way of the world though, what Boris Johnson’s adviser Dominic Cummings does, sidestep mainstream media to reach people one-to-one. Direct marketing lives on, worse luck.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.