Martin Sorrell: How to make an agency social

Recently spoke with Sir Martin Sorrell, CEO of WPP (Disclosure: my ultimate boss), about how traditional advertising agencies can best incorporate social media.

While PR was the function of agencies that benefited most from social networks, social will play an integral role across all parts of agency work, including advertising and in-store retail.

For that reason, agencies need to break down silos: Social media permeates everything. To restrict it to one discipline would be silly.

Social media in Asia sits at the crossroads of Sorrell’s three obsessions: New markets, new media and research.

How can social media be incorporated into existing firms? Sorrell suggests building a social media practice into each aspect of the company – all the account groups, creative groups, and media groups – and then, if possible, graft on acquisitions.