Creative Capital owner Sir Martin Sorrell has told a Connect London event the creative industry was " not a craft , it ’s a business " . Smith , former chairman of WPP , added the definition of creativity had moved beyond that of the 1980s and 1990s , and accused those who harked back to that era of having " rose - tinted spectacles " . He said that data made creative more effective , rather than destroying it .
S4 Capital owner Sir Martin Sorrell has told a Connect London event the ad industry was "not a craft, it’s a business". Sorrell, former boss of WPP, added the definition of creativity had moved beyond that of the 1980s and 1990s, and accused those who harked back to that era of having "rose-tinted spectacles". He said using data made creative more effective, rather than destroying it.