Sir Martin Sorrell = Less Creative – More Numbers

Sir Martin Sorrell, CEO of WPP, has come out to say that numbers are going to be the future of advertising.

With the amount of data we have in terms of monitoring the effectiveness of our ads, it has become less of a “grabbing attention” game and more of a numbers game.

“If you are given some data that helps you understand what the consumer is thinking about in either a practical, psychological or emotional basis then you’re going to come up with more stimulation. 5 percent of what we do now, Don Draper and maybe even Sir John Hegarty wouldn’t recognize. “In that cocktail it’s very tough to grow your top line and you have to contain your costs… companies are pulling in their horns and becoming very risk averse.”

“If you are given some data that helps you understand what the consumer is thinking about in either a practical, psychological or emotional basis then you’re going to come up with more stimulation. 5 percent of what we do now, Don Draper and maybe even Sir John Hegarty wouldn’t recognize. “In that cocktail it’s very tough to grow your top line and you have to contain your costs… companies are pulling in their horns and becoming very risk averse.”

Sorrell also added that we should be focusing on technology, data, and creativity to help business brands win.

All of this comes to light after the past few years of digital advertising becoming more monitor friendly and available. Companies want to see how effective their advertisements are and now they have the ability to do that through digital.

Through third party monitoring devices, you can watch to see which of your ads are doing well as well as why they aren’t. This gives you further insight to ask yourself  “how did this not reach its intended goal” and then tweak it to obtain a better result.

With numbers on the rise and ways to see that, Sorrell states that branding will be less of a creative gamble and more of a statistic security.