“Battle of the brands” (parte IV): Advertising agencies

Negli ultimi mesi, le tre principali agenzie pubblicitarie al mondo hanno tutte annunciato fatturati in calo: WPP, Omnicom, Publicis ed Interpublic. Leggere un trend nei risultati di uno o due trimestri è sempre azzardato, ma questi risultati non sono una sorpresa.

Più interessante è quello che ha detto Martin Sorrell, CEO di WPP, nella call con gli analisti:

“So what's our response to all this? Well, further focus on our 4 strategic priorities. Horizontality […] is our first critical priority. And it really means ensuring that our people work seamlessly. They're accustomed to working vertically and by agency brand, but they work seamlessly horizontally across the group together through client teams, and country managers and subregional managers to provide an integrated benefit for clients. And clients are pressurizing us for more effectiveness and more efficiency, this is the way, probably the most significant way that we can respond.”