OPINION20 December 2010

Sorrell ‘excited’ by data


Martin Sorrell is excited about data.

The Sunday Telegraph carried a piece yesterday giving Sorrell’s view on the global economic outlook, in which he touches on the importance of data to advertising. The article highlights the acquisitions of TNS and more recently I-Behavior as evidence of WPP’s thirst for information, but is light on fresh quotes – Sorrell says “consumer insight is a big part of our revenues”, which we already knew, and that’s about as revealing as it gets.

Still, researchers will be comforted to hear that the role of data in advertising is, in the view of the Sunday Telegraph’s US business editor Richard Blackden, “what appears to most excite Sir Martin”.