You have to take notice when the man responsible for many of the world’s largest PR agencies gives his view on the business. Sir Martin Sorrell is the CEO of WPP the marketing group that owns amongst others Burson Marsteller, Hill & Knowlton, Cohn & Wolfe and Ogilvy PR. He recently gave an interview to PR Week on what’s in store for 2004.
Sorrell on the outlook for 2004:
“We had high hopes, following the recession in the late 1980s and early 1990s, that PR, because it had become more specialized, would be insulated. Unfortunately, that was not the case. I’m not clever enough to figure out why. It may have to do with the fact that PR – a lot of my colleagues get very upset when I say this – is less global”
Sorrell on what’s important for the PR agency business:
“Focus is important. What has tended to happen is that these businesses have become too big and too sprawling. You can see that through some of the consolidations that have taken place. I’m not just talking about public relations here, but also advertising and design, all of the consolidations I have seen.”
Sorrell on what he’s like to see from his PR brands in 2004:
“More focus, less dilution. More specialization. I still think if we know more about a topic, we will succeed. I think it’s organization. Having fewer, better people at the top, and bringing in better young people who can do the implementation and learn the business over time.”
Whilst the interview obviously drives the agenda for the consolidated PR super groups, it’s interesting to see what the big boys are thinking.
Murphy's Law 