Founder of S4 Capital, Sir Martin Sorrell was one of the speakers on the first day of Cannes Lions
Founder of S4 Capital, Sir Martin Sorrell was one of the speakers on the first day of Cannes Lions 2023. In his lecture, the central theme was digital today, and some predictions on how it will develop in the not-too-distant future.
For the executive, who classified the current world as a place, there are three fundamental issues the relationship between the United States and China, Russian imperialism and Iran’s nuclear capacity.
According to Sorrell, purpose took a backseat to these three questions. There is a change in the balance of power and the next few years will be very different from the last 50, guaranteed the executive.
Sorrell also spoke about what he considers to be the world’s new normal. According to him, GDP growth will be lower while inflation will be higher. As a consequence of this, added the founder of S4 Capital, interest rates will be higher.
Which means that advertisers, for example, will not be able to obtain the growth margins they plan or need, emphasized Sorrell, noting, still, that consequently there will be greater digital acceleration.
Furthermore, Sir Martin Sorrell has estimated that digital ad spend will reach around 75% of total advertising spend by the year 2025.
(Credit: Al Oliveira)
