Sir Martin Sorrell, CEO of WPP, shared his vision regarding priorities that the advertising industry must have during 2016. “Number one on the agenda is encouraging companies to take a long-term, less risk-averse view of the world, predicated on the fundamental truth that marketing is an investment not a cost” he stated. For Sorrell, it is understandable that clients have a short term vision due to low GDP growth, little or no inflation, little or no pricing power, and therefore a focus on cost. The appearance of brands that have changed the way traditional business is handled -such as AirBnB and Uber, also has a strong impact on these companies. “It’s clear from BrandZ analysis that investing in brands works. In the last 10 years, a measurement of the strongest brands from the BrandZ Top 100 as a stock portfolio shows their share price has risen over three times more than the MSCI World Index and almost two thirds more than the S&P500” said Sorrell. “Encouragingly, some institutional investors, such as BlackRock, are tiring of the corporate focus on short-term cost cutting. We support the Focusing Capital on the Long Term Initiative led by Dow Chemicals, McKinsey and others, which highlights the importance of long-term growth and investment.”
Sir Martin Sorrell de WPP: Las normas de visibilidad del video online son absurdas
