Sir Martin Sorrell: The View That Data Harms Creativity is Nonsense

Dan Meier 03 October, 2022 

In a market destabilised by war in Ukraine, rising interest rates, and conflict between China and the US, the outlook for digital transformation remains positive.

Sir Martin Sorrell, Executive Chairman at S4 Capital, considers it critical to bring together sales, marketing and technology, as advertisers shift their budgets towards digital channels.

In this interview, filmed at DMEXCO 2022, Sir Martin Sorrell discusses how data enriches creativity, converting clients into “whoppers”, and why search and e-commerce will give Google and Amazon the upper hand in the next two years.


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