Beyond digital IAB 2022 Sir Martin Sorrel y Mara Fernandez
Sir Martin Sorrell, founder and executive chairman of S4 Capital, said that despite today’s multiple technologies, ideas continue to be the most essential element of any project, especially if they are based on leadership strategies that can be adapted to any kind of organization faced with volatility and uncertainty. He spoke on this subject and others during his talk How to Navigate a Fragmented World,moderated by Mara Fernandez, associate editor and senior director of PRODU for the U.S. Hispanic market and Latin America, as part of the IAB Beyond Digital online presentations. “A lot of things are going on. The Metaverse represents 10 percent of the industry’s revenues. Though it doesn’t yet represent all that much, it adds a fair amount to the conversation and clients now want to join in for the purpose of growing and innovating,” Sorrel said. Sports and entertainment, he said, are two of the categories to which this technology is most being applied. “For example, we have even seen many training sessions as pilot presentations,” he said.About other changes and technologies, he noted the rise of ecommerce, and that brands like Adidas and Nike have adapted to this format and currently permit clients to try out digital presentations of their products.“Clients want more and more to join in and try out this digital transformation,” he added. What’s more, he said there are other centers of growth like Asia, South America and Africa where there is “a lot of talent and innovation.”Finally, he said that technology has changed the identity of the entire industry. “We never used to question where we live or how we live. There’s no doubt a change in the mentality of each and every one of us. And it’s true that there’s a reduction of productivity. We have to reduce office costs and invest in talent. Ideas are king and data is no enemy of creativity,” Sorrell concluded. IAB Beyond Digital brings together the vision of industry leaders about matters that are changing relations between consumers and brands in the digital environment. Furthermore, it seeks to display new trends that will already strengthen strategies for this year of 2022. Video
