Globalisation is Americanisation, According To WPP Head
As chairman and CEO of one of the world’s largest advertising and marketing groups, Martin Sorrell is a man to turn to for knowledge of the global market. In a recent interview with online business magazine Fast Company he spoke of the advantages and difficulties of working on a worldwide scale.
America has become the global model he says, with “the strongest global franchises belong[ing] to companies that have franchises in the United States.” WPP is run from New York, despite Sorrell’s London home base, because “that’s where the power is, that’s where the knowledge is, that’s where the expertise is.”
Advertising operations at WPP are heavily US-guided: “In terms of expenditure, something like 40% to 50% of worldwide advertising is done in the United States. But I’d argue that as much as two-thirds of all advertising takes its cue from the US.”
To read more of this interview it can be accessed at the address given below.
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