The application of technology will play an important role in advertising across the globe because the nature of business has changed over the years, said Sir Martin Sorrell, CEO of WPP Group at Ficci Frames 2010. Around 30 countries are taking part in Fcci Frames 2010 as compared to 35 countries last year.
According to Sir Sorrell, India and China are now the fastest growing markets across the globe. In the first two months in 2010, our business is up by 7% in India. From January to March this year, we have moved into a stabilising mood here,? he added. At present, WPP?s Indian brands include, JWT, Ogilvy & Mather, Contract, Grey Worldwide, Bates 141 among others.
Highlighting the growing significance of digital media in advertising, Sorrell said, ?Digital communications contribute around 25 % to our total revenues. However, do not make the mistake of isolating digital media.? According to Sorrell, consumer research also plays an important role in designing effective advertising across the globe. ? We are sharpening our focus on our consumer research brand IMRB here. It is essential to understand consumer needs and habits for any advertising firm,? he explained. According to Sorrell, massive changes are taking place in the Indian retail landscape.