Atifa Silk Rick Boost
Apr 17, 2018

Sorrell: Creating change is easier in hard times

Just weeks before resigning, Sir Martin Sorrell sizes up the challenges posed by consultancies, tech platforms and the need for change in the final part of his Campaign interview.

Just weeks before resigning, Sir Martin Sorrell sizes up the challenges posed by consultancies, tech platforms and the need for change in the final part of his Campaign interview.

In these particular conditions it's probably easier to get change made. People understand it more, said WPP CEO Sir Martin Sorrell told Campaign Asia-Pacific brand director Atifa Silk just weeks before his hasty departure from the firm.

When things are tough you sort of create burning platforms, Sorrell said, necessitating coordinated action. In contrast changing practices in good times can be harder, he noted, since solid sales growth can cover...

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