Sir Martin Sorrell, WPP chief executive, today (24 February) took to the Mobile World Congress stage to warn his “frenemies” Facebook and Google that independent measurement of how well media spend performs with them is crucial to remain the leaders in their field.
With mobile increasingly coming to the fore in WPP’s media mix modelling, Sorrell discussed how the emergence of mobile technologies was impacting the operating model of the agency network, which spends $80bn a year on media, and explained the reasons behind the “under-investment in mobile”.
He explained that with digital “roughly 40 per cent” of WPP’s total business Google Read full story ›
Source: The Drum
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