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 More Quotes by Martin Sorrell More Quotes From Martin Sorrell Donald Trumps' senior advisor said on CNN that the US Presidential election was the ultimate reality TV show! Appeal to those you want to reach! Martin Sorrell tv-shows senior reality If you are a driver of a team and have a certain set of sponsors, who is the target market for those sponsors? But, of course, it is also a question of nationality. Martin Sorrell target-market sponsors team Why not look at Indonesia? It will be the third biggest country in the world in population in 25 years' time - after India and China. Martin Sorrell india country years When you go back to the above names it was a very much narrower situation - the alternatives were far fewer. Today there is much more competition for the 'hero stakes'! And if you think about all the alternatives you have today to spend your time on, the pool of heroes is much broader. It was very much less back then. Martin Sorrell hero names thinking You could think about Vietnam and at some point in time about Nigeria. And then you head to South America: Argentina, Columbia, Peru. Probably not all of them will have an F1 race, but they are definitely considering events. Martin Sorrell race america thinking If I were to be super critical, I would say Formula One is too tactical and not strategic enough. And that brings us back to the digital issue: you may have to invest in order to gain - sacrifice some short-term effects in order to make high returns in the future. Martin Sorrell issues sacrifice order Vodafone is building a digital stadium in Istanbul. It is really worth going to see that. The whole experience will change with the possibilities viewers will have. Martin Sorrell istanbul digital building [Formula One racing looking after Jackie Stewart in 1968] was not so intense and, yes, it was much more dangerous - what was definitely different back then was the level of safety. Martin Sorrell safety racing different I remember that Jackie [Stewart] was the first driver wearing flameproof underwear! What it definitely was: it was much more flamboyant. But that doesn't really make it better in my point of view. Martin Sorrell underwear views firsts There is much romanticism about Formula One of the past. Today it has to be more of a family sport, not less. It is a fixture in the Sunday afternoon TV programmes, and probably flamboyance - those white silk suits and devil-may-care attitudes - would be outworn attributes today. Martin Sorrell sunday attitude sports [Formula One] is entertainment and it competes with other entertainments - and not with other racing formats. It competes with people's time on a weekend. So you have to deliver. Martin Sorrell weekend racing people Just take the lack of presence of F1 in the United States. In theory - and logically - you would have an East Coast Grand Prix, a West Coast Grand Prix, and I think you should have a street race in Detroit - it is still the motor capital of the US. You stay in the US for four weeks and could have two to three races, certainly two. Martin Sorrell race should-have thinking Formula One is not just multinationals. It's also about national players wanting to get global coverage. Martin Sorrell coverage formulas player In fact, if you were interested in a global platform there are only three sporting events: probably the most powerful - or equally powerful [to F1] - are the World Cup and the Olympics, and then Formula One. And there it gets interesting. Martin Sorrell events powerful interesting What you want to see [in Formula One] is a highly competitive sport - and the more equal it is the more exciting it is... the more volatile in the sense of results. If you have just one winner continuously it dulls the enthusiasm. Martin Sorrell enthusiasm want sports Monaco was my first race of the season and I spoke with a number of people and all seemed to be very optimistic. Martin Sorrell optimistic race numbers One of the reasons why they are optimistic is that there is more competition. Red Bull has become more competitive, the races have become more attractive - and that is what fans want! Martin Sorrell optimistic competition race F1 is exciting, its values are attractive and it could be an even better family sport. Martin Sorrell attractive exciting sports [Formula One racing] will be very different - as the technology will be very different and that will make fans consume it in a completely different way. I said before that I believe that Virtual Reality will hit it big time. Martin Sorrell technology believe reality In the 19th century China dominated the manufacture of porcelain. Then European factories discovered a cheaper method of making pottery of equal quality, demolishing the Chinese industry the exact reverse of what is happening now. World economics have turned full circle. Martin Sorrell chinese circles business
