Formula One is not just multinationals. It's also about national players wanting to get global coverage. Martin Sorrell More Quotes by Martin Sorrell More Quotes From Martin Sorrell In an era of transparency, you can have innovation without branding, but you cannot have branding without innovation. Martin Sorrell eras innovation business If you ask what keeps me up at night, it's the pressure in the system forcing us to do all sorts of things. Content, data and technology are forcing us to think about business in a very different way. Martin Sorrell technology night thinking Marketing is an investment, not a cost. Martin Sorrell investment cost marketing If you run a country and want to put it on the global map you don't have so many choices. You can get the Olympics, the World Cup or a Formula One race. And the first two are only every four years - and you have them only once. Martin Sorrell race running country In our business, except in media buying, there are few economies of scale. Client perception of creative agencies is that the bigger they are, the worse they are. Martin Sorrell agency media creative Think through whom you are trying to reach. Tailor what you do and how you do it to appeal to those communities. Martin Sorrell community trying thinking You must not only focus on the consumer, but also on what it does to you internally - getting people aligned to the strategic mission of the company - what it does to the suppliers, governments, all your stakeholders. Martin Sorrell focus government people Technology will have moved on to an unimaginable level in ten years. Martin Sorrell moved-on technology years We do things much the same way as we did 50, 60 or even 70 years ago. The answers may not be wrong, but we haven't experimented to see whether they are or not. Martin Sorrell business answers years I believe that Virtual Reality will hit it big time. I know that some of my colleagues disagree, but I believe in it. Martin Sorrell bigs believe reality That is again a romantic notion: the hero. I think people enjoy a much more levelled playing field where you have the ability for many people to become heroes. Martin Sorrell hero people thinking Somebody who is unique - and this will get me into trouble - by definition cannot be replaced. Martin Sorrell definitions unique trouble In the old days, you could segment happily. You could put out one message to one segment of the audience, and one to another. That has now gone. You say something to one community and instantly, literally at a click, it's available to everybody. What it means is that if you're trying to craft a message, it's very difficult. Martin Sorrell community trying mean I interviewed Kim Kardashian recently and had a conversation with her mother. A lot of people have various thoughts about Kim Kardashian, her mother and her sisters, but it is an incredibly well thought through concept and branding. Each of the daughters appeals to a different segment of the market. Martin Sorrell daughter mother people You have to see it on a broader level. But you also have to activate it properly. Martin Sorrell activate levels I'm in a business where there's complete anarchy. You can't control it - you can only react to it. The control that people traditionally had over their message is gone. Look at Wikileaks: you have to approach everything you write on the basis it's going to be on the front page of the newspaper. Martin Sorrell wikileaks writing people The challenges some European economies have are such that it makes it very difficult for them. You have to go where the growth is. Martin Sorrell economy growth challenges The fast growing markets - the BRICS and Next Eleven - are the key. The next billion consumers are not going to come from the US or Western Europe - they are coming from Asia, Latin America and Africa. Formula One follows our strategy: fast growing markets, data, and digital. All those three things Formula One has. And it involves a stunning array of companies. Now that doesn't mean there can't be more. Martin Sorrell latin mean america If you pay 50 million for something, you probably pay another 50 to 100 million to activate it. And the more you spend, the better you do. There is no point in just buying rights. Martin Sorrell buying rights pay The arguments of waste are heavily overdone, because what you do is to accelerate the infrastructure that you have to build anyway, like airports and roads, and in this case it happens much faster. So speaking of a roadmap, without being specific, I would still go for Asia, Latin America, Africa and the Middle East - that's what our clients are really interested in. Martin Sorrell airports latin america
