In a recent interview related to WPP earnings, WPP’s CEO, Sir Martin Sorrell said, “The three main reasons why the ad market is struggling are because of digital disruption, activist investors and the low cost of capital money.” He went on to talk about the first reason – digital disruption – in the following terms: “[…] digital disruption creates opportunity, because it is changing the way people consume media, how items are produced and how products are distributed.”
Anyone surprised? I’m not. In fact, I’m shocked that this realization has taken this long to dawn. As an industry, we have been talking about data and its incredible impact on our businesses for decades.
Still, I feel that we are still relegating data to a “shiny toy,” rather than as an organizing principle. Why is this? Three reasons: Denial, Data “Lite,” and Segregation.