What big advertising agencies see in social media

martin-sorrellWPP chief Sir Martin Sorrell is considered a sage of the advertising world these days, and it’s interesting to hear his comments about social media. In an interview this week on the US advertising blog Agency Spy Sorrell was asked whether advertising behemoths like WPP were in danger of being left behind? Not at all, he says – he sees new media, and social networks in particular, as 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.”

Sorrell says WPP has seen major new ways of growing its public relations campaigns through social networks and communities and polling. It has also 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

You can read the full interview here.

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