Amid revelry, speeches, and awards at the French Riviera, Sir Martin Sorrell, Founder and Executive Chairman of S4 Capital, takes time out to talk to Simran Sabherwal of Pitch Magazine about his expectations from this year’s Cannes Lions, and his inclinations towards unitary model and personalisation, among other topics. The advertising and media veteran notes that at this year's awards, “there will be a tussle between tech and creativity”. Further, he shares that the focus now is on hyper-personalisation at scale, which, he believes, will require clients to make internal changes in their organisations.
As an advocate of the unitary model, Sorrell adds, “There is a strong case for unitary organisations to become more successful than those that are split either by geography or capability or by client. Bringing everything together as one makes sense, and you do get large traction as a result, that’s reinforced by AI.”
