Sir Martin Sorrell CEO at the WPP Agency, launched, together with his agency, the book titled Does it work? 10 Principles for Delivering True Business Value in Digital Marketing. During the launching event he mentioned how worried he was because the market does not have the prominence it should, specially in terms of generating real income.The entrepreneur emphasized the little attention that is paid to changes that are taking place in the industry, since the focus has always been consumers and their habits. “Since the 2008 financial crisis, consumers have not changed as much as corporations have”, he said.Companies such as Uber are displacing traditional business and this leads consumers to want more for less. For Sorrell, this does not pose a problem, it just requires clients to work with their agencies feeling comfortable with this new landscape.In WPP they have focused on four areas to be successful and adapt to changes. The first thing is to find the best talent, then invest in technology, data and content. Otherwise, success is about maintaining forward momentum, “we are trying to be more digital in the traditional market and super digital in digital”, he added.Among the 10 principles of the book, the most relevant are:Business goals are everything.Collective vision: work teams must work in a unified manner. Data inspires creativity, it does not limit it.Measure what matters, likes are nice, but purchases are what matters.
