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Martin Sorrell: Covid-19 is 'burning platform' for digital acceleration

Campaign 02 Jun 2020 01:39

Sir Martin Sorrell believes Covid-19 is the "burning platform" for digital acceleration and that it is becoming hard to distinguish between purpose campaigns.

These are among the myriad topics covered during a live fireside chat with Campaign Asia-Pacific group director Atifa Silk during the Campaign Connect virtual conference today (Tuesday).

The S4 Capital boss – who believes his company to be more of a technology company than a traditional agency – spoke at great length about the acceleration of digital during Covid-19 and the adverse effect this will have on those unprepared for it.

He warned that those who delayed plans to implement digital transformation projects may be facing crunch time. And, in usual form, he said that includes the "big six" holding companies ("or five because Havas has disappeared into Vivendi") – which he suggested will either "get broken up or go private".

"The existing structure cannot continue," Sorrell said. "They'd be better off going back to where they were when the cycle first started – let's say in the 70s and the 80s."

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