His comments were made as part of The Trust Crisis: Marketing’s Biggest Challenge, a new documentary series created by Campaign to address the crisis of trust between both agencies and brands and also brands and consumers.
Sorrell explained: "A lot of people talk about the word trust and I take a little bit of an issue with that. You can call them relationship questions. There are clients we have deep and meaningful relationships with." (2:03 in above video)
Elsewhere in the documentary a range of voices from both clients and agencies reaffirmed the need for the industry to re-build trust, with Mie-Leng Wong, global director of Tiger at Heineken, claiming that trust is one of the key determinants for good creative work.
Watch the full documentary below, and look out for additional episodes on ad fraud, consumer trust and the fallout from the ANA report.