He also said mobile advertising is an increasingly vital part of the industry, with the number of smartphones expected to increase to 2bn in the next five years. However, WPP’s head of digital Mark Read also highlighted the resilience of TV, saying the two will continue to co-exist.
The WPP boss said he wants to increase his firm’s exposure to the BRIC (Brazil, Russia, India and China) and Next 11 economies from 30 per cent to 40 per cent. He also said he plans to boost its new media exposure from 30 per cent to 40 per cent.
This is in line with a glut of recent acquisitions focussing on new media in emerging markets.