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."
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. Pete Kim, CEO of MightyHive, which was recently acquired by S4, said the consolidation of the adtech industry is inevitable. 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."