Sir Martin Sorrell has said the advertising industry must change to survive . Speaking at the Cannes Lions , Sorrell said companies need to accept the changes in the industry and adapt to increased competition and the new focus on digital , data - driven advertising . After another pop at WPP , his former employer , he said S4 Capital was able to adapt rapidly as it had started from scratch but traditional ad agencies are “ not fit for competition ” and that publicly listed company would have a tough time changing .
Sir Martin Sorrell has said the advertising industry must change to survive. Speaking at the Cannes Lions festival Sorrell said companies need to accept the revolution in the industry and adapt to increased competition and the new focus on digital, data-driven marketing. Taking another pop at WPP, his former company, he said S4 Capital was able to adapt rapidly as it had started from scratch but traditional ad agencies are “not fit for purpose” and that publicly listed company would have a tough time changing.