Brands and agency holdcos are restructuring for efficiency. But WPP says it’s done with post-Sorrell surgery and out the other side, proving the former CEO wrong in the process. Its “open source” integrated set-up landed the $4bn global Coca Cola account and means other rival agencies and non-WPP partners can tap into WPP’s platform for Coke. It could prove a template for consolidation plays to come, per global CMO Laurent Ezekiel. WPP ANZ’s Rose Herceg is equally bullish on the holdco’s growth prospects after overhauling leadership and smashing an unwieldy list of business units into nine networks; she says both staff and clients are “loving” a story simple enough to articulate. Ezekiel meanwhile reckons the marketing industry is past “peak complexity”… until the “untapped” metaverse arrives. But he’s unapologetic for the daunting privacy challenges industry faces, and shrugs off concerns around Big Tech’s dominance, given the growth he suggests the platforms are driving. 

Brands and agency holdcos are restructuring for efficiency. But WPP says it&rsquo;s done with post-Sorrell surgery and out the other side, proving the former CEO wrong in the process. Its &ldquo;open source&rdquo; integrated set-up landed the $4bn global Coca Cola account and means other rival agencies and non-WPP partners can tap into WPP&rsquo;s platform for Coke. It could prove a template for consolidation plays to come, per global CMO Laurent Ezekiel. WPP ANZ&rsquo;s Rose Herceg is equally bullish on the holdco&rsquo;s growth prospects after overhauling leadership and smashing an unwieldy list of business units into nine networks; she says both staff and clients are &ldquo;loving&rdquo; a story simple enough to articulate. Ezekiel meanwhile reckons the marketing industry is past &ldquo;peak complexity&rdquo;&hellip; until the &ldquo;untapped&rdquo; metaverse arrives. But he&rsquo;s unapologetic for the daunting privacy challenges industry faces, and shrugs off concerns around Big Tech&rsquo;s dominance, given the growth he suggests the platforms are driving.&nbsp;

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

WPP global CMO Laurent Ezekiel, ANZ lead Rose Herceg on bringing other networks into $4bn ‘open source’ Coke account, peak complexity, consolidation end game – and proving Sorrell wrong

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