April 17, 2008
Sorrell on Owning Branded Content
WPP chief Sir Martin Sorrell said in Italy this week that agency groups must work harder to crack the key opportunity of owning and producing branded content by tapping the intellectual property talent houses of William Morris and alike. Sorrell is right, the taps do need to be turned on. But for fear of technology innovation overtaking his group's worldwide creativity revenues, WPP must also begin to make significant media technology investments of its own. That includes owning 24/7 Real Media and adding Yahoo! to its radar watch.