Get real about new media, Sorrell tells advertising industry

Ad agencies must now ensure that their creative departments are as excited about producing work for broadband, wireless and digital TV as they are about producing glossy analogue TV ads, Martin Sorrell warns this week.

Ad agencies must now ensure that their creative departments are as

excited about producing work for broadband, wireless and digital TV as

they are about producing glossy analogue TV ads, Martin Sorrell warns

this week.



Writing in Campaign’s new weekly digital section, Campaign-i, WPP’s

chief executive urges agencies to embrace new technologies to the heart

of their businesses.



’Ambitious agencies who want to prosper and retain a central role in the

minds and hearts of their clients must go beyond the ability to do

30-second ads for a new client,’ he says.



Media agencies will face similar challenges. ’Dozens of media auction

and media exchange businesses have sprung up - what is the role of

traditional media-buying capabilities in that context?’



Sorrell also cites technol-ogy as an area that agencies must pay more

attention to, even becoming involved in research and development of new

communication channels. ’We can’t afford to wait and see. We need to

help develop some of the new applications. As wireless becomes the

dominant way in which people access the web in most markets outside the

US, we need to be experimenting and partnering with wireless players,’

he says.



Campaign-i, p19.



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