FEATURE24 October 2013

The name of the game has changed

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

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‘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 ...