Social media is an opportunity for WPP

by Staff, Brand Republic 18-Feb-09, 09:00

LONDON - Sir Martin Sorrell, the WPP Group chief executive, said social networks are an opportunity, particularly in the area of public relations, and not a threat to the advertising services giant.

In an extensive interview with US advertising blog Agency Spy, Sorrell was asked what he saw as "the future for large communications holding companies such as WPP in a fast, nimble, social media world?"

Sorrell dismissed the idea that WPP was "one monolithic, elephantine company" with dozens of brands unable to meet the challenges and opportunities that the new digital economy presents.

Sorrell said: "In fact, new media and social networks, in particular, have been and will be an opportunity, not a threat.

"They've enabled us to become closer to the consumer and learn more about their media habits and the changing media market place.

"Interactive dialogues have enhanced our understanding of the consumer and have enabled us and will enable us to target more and more effectively."

What, Sorrell said, had changed for WPP was the application of technology and use of data. They have become more important resources and skills for the business, alongside the core skill of creativity, in its broadest sense beyond traditional media and the 30-second television commercial.

Sorrell said: "For example, we've seen major new ways of growing our public relations campaigns through social networks and communities and polling.

"Editorial publicity has yet again been highlighted as even more important than paid-for publicity."

He said that WPP had seen social networks and new media, such as mobile and video, catalysing the opportunities for consumer insight, advertising, branding and identity, healthcare and other areas.

"This doesn't minimise the need for us to be flexible, responsive, quick and entrepreneurial. Big agencies have the advantages of breadth and depth of planning, creative and executional skills. Smaller agencies have the advantages of speed and responsiveness.

"We have both big and small."

Comments

Dan Williamson - 18/02/2009

Sense at last - socnets are hugely powerful for PR and comms. They're about dialog and communication, not display. Nobody 'friends' a brand because it's a great brand.

mike fromowitz - 19/02/2009

Some think Big agencies are a dying breed. Some think they have not embraced the digital world. Some think new media like social networks will replace traditional media. Nothing is more far from the truth. Try sitting one family in front of your computer to watch a TV program or movie. It's not a case of new media vs traditional media. The Internet expands the possibilities. It's not a case of big agencies being slow and small ones being fast. In fact, with their depth of services, the big agency can be fast--even faster than the small agency. But who really gives a damn? After all, for clients, it's all about building the brand and about brand awareness. The web is effective at building brand relevance, differentiation and loyalty. But it should not be relied on to build brand awareness and recognition. Because no one visits a site they haven't heard of. Here's to agencies large and small, who are smart enough to know the advantages in using both new media and traditional media. Trust me... it's more fun using both. Hail hail to Sir Martin Sorrell. He's got it right. Mike Fromowitz Mantra Partners - a 'small' agency