The six global ad holding companies (WPP, Publicis, Interpublic, Omnicom, Dentsu, and Havas) are basically legal roosting boxes for advertising agencies, but a few years hence we may see them very differently. Or, a few of them anyway.
Speaking with AdExchanger today, CEO Martin Sorrell said, "I think our business has changed dramatically in the last 5 years, and a lot of people aren't prepared to accept that."
Sir Martin is prepared, as he showed yet again this week with a $70 million investment in Latin American software developer Globant. The Buenos Aires-based company employs 2,500, mostly engineers, who work on Intranets, data architecture projects, and mobile integrations.
We spoke with Sir Martin about the Globant stake and WPP's direction…
How far afield of traditional marketing services is WPP willing to go? Do you aim to become more competitive with technology consultants like Accenture and Deloitte?
SIR MARTIN SORRELL: Less so the Accentures or the Deloittes and more the Sapients and Cognizants. Our traditional target is the marketing function or the CMO – now it's moving more toward the CIO and the information and technology function. What's happened is CMOs have started to build websites … I liken it to the back of the television set. You get a little spaghetti at the back of the TV set and it's very confusing. We're trying to do a common platform on the back end. CMOs can play on the front end.