WPP chief urges buyers to value brands over cost cuts
28 August 2012
Purchasers can play a major role in helping their companies to the top if they focus on building partnerships with advertising agencies and brand image.
Sir Martin Sorrell, chief executive of marketing services giant WPP, told the audience at CIPS’s annual marketing and purchasing conference that the leading companies focused on differentiating themselves from the competition, not cutting costs.
In his keynote address, Sorrell told the 120 delegates: “Differentiation is the critical issue for your companies. You...