FEATURE24 October 2013

The name of the game has changed

x Sponsored content on Research Live and in Impact magazine is editorially independent.
Find out more about advertising and sponsorship.

Features Impact

‘Consumer insight’ has become ‘data investment management’ within Martin Sorrell’s WPP. He explains why in an interview with Brian Tarran.


‘Consumer insight’ is dead. Long live ‘data investment management’. At least, that’s the case within WPP, where a new name for the marketing services group’s insight division was ushered in during August.

The name-change was made with very little fanfare – mentioned in passing halfway through CEO Martin Sorrell’s first LinkedIn blog post. The post itself caused quite a stir, but mostly for the fact that Sorrell had finally joined a social network.

However, it was the name change that intrigued us. So we put it to Sorrell: What was the rationale for rebranding the consumer insight division as data investment management?

“It’s very deliberate, ” Sorrell said, in a telephone interview. “A lot of people talk about data, but they don’t know what they are talking about. A lot of people talk about big data, and they don’t know what they are talking about. But we have a real data business [within WPP] and I want to focus more ...