The increasing power of digital media and the new ways in which consumers use the media to communicate are central to the future of the industry, according to Sir Martin Sorrell, CEO of WPP.
Sorrell, speaking to LBC’s Nick Ferrari at a Chrysalis event, said that a significant shift is taking place which will see the consumer gain more power.
He added that he does not believe that those in charge of media companies are fully prepared for this shift and that they are not moving fast enough to adapt to it.
Speaking about MindShare, he said that to ensure that it is as good in new media as it is in old media he had to push hard for change and to get all 97,000 staff to pull in the same direction.
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