S4 Capital founder Sir Martin Sorrell told a panel at CES that the ad industry is moving on from the agency-client model. He explained: "The consolidation of the adtech industry is inevitable and well underway. Sorrell claimed his company's more unified structure better meets the needs of clients than the holding company set-up, which he said has become too fragmented. The new model will be based around "shared values" and "mutual trust," according to an announcement by Sprint. He told the audience: "Fragmentation is the enemy of speed and we see the opportunity to unite the creative and media function in a way that hasn’t been done for decades."
S4 Capital founder Sir Martin Sorrell told a panel at CES that the ad industry is moving on from the agency-client model. Sorrell claimed his company's more unified structure better meets the needs of clients than the holding company set-up, which he said has become too fragmented. The new model will be based around "shared values" and "mutual trust," according to an announcement by Sprint. He told the audience: "Fragmentation is the enemy of speed and we see the opportunity to unite the creative and media function in a way that hasn’t been done for decades."