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You must not only focus on the consumer, but also on what it does to you internally - getting people aligned to the strategic mission of the company - what it does to the suppliers, governments, all your stakeholders.

Martin Sorrell

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Martin Sorrell
Age: 79
Born: 1945
Born: February 14
Businessman
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Sir Martin Sorrell
Sir Martin Stuart Sorrell
Martin Stuart Sorrell
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More quotes by Martin Sorrell

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It is always easy to criticize, as Bernie Ecclestone is somebody with extreme opinions.
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We do things much the same way as we did 50, 60 or even 70 years ago. The answers may not be wrong, but we haven't experimented to see whether they are or not.
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I believe that Virtual Reality will hit it big time. I know that some of my colleagues disagree, but I believe in it.
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I recently interviewed Bernie Ecclestone in London. He had a go at women, said [Vladimir] Putin should be running Europe and so on. He enjoys it - he's been doing it for such a long time. He has an entrenched position. The truth be known, he is unique, right?
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Formula One gives a platform to companies like Rolex - and that's just in media space, watching television or reading newspapers, digital or physical. You see the brand in the context of the competition and bring it to the attention of everybody on a regular basis.
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When you have two people challenge for the same job and you keep them both and call them co-CEOs, or the whole fiasco of a 'merger of equals'... there is no such a thing. So if there should be dreams of dual leadership, the chances of success are limited. But Bernie [Ecclestone] is still at the top of his game I have noticed.
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What still amuses me a bit is that in F1 people see the race basically on TV screens. But I am sure new tracks will be built.
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If I were to be super critical, I would say Formula One is too tactical and not strategic enough. And that brings us back to the digital issue: you may have to invest in order to gain - sacrifice some short-term effects in order to make high returns in the future.
Martin Sorrell
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Think through whom you are trying to reach. Tailor what you do and how you do it to appeal to those communities.
Martin Sorrell
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The challenges some European economies have are such that it makes it very difficult for them. You have to go where the growth is.
Martin Sorrell
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In the Ridley Scott film 'The Martian' you can do that [virtually driving car]. I have lifted off in the space craft from the surface of Mars, walked in space and looked down into deep space and got terrified, with the headphones and the goggles.
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Monaco was my first race of the season and I spoke with a number of people and all seemed to be very optimistic.
Martin Sorrell
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There is much romanticism about Formula One of the past. Today it has to be more of a family sport, not less. It is a fixture in the Sunday afternoon TV programmes, and probably flamboyance - those white silk suits and devil-may-care attitudes - would be outworn attributes today.
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Formula One does very well. It is a very interesting asset. Could it be run in a different way? Sure it could be. Could it be improved? I'm sure it could. But all I can say is, it seems to do pretty well.
Martin Sorrell
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You have to see it on a broader level. But you also have to activate it properly.
Martin Sorrell
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If you look at the sponsorship yields, Formula One - because it happens every year - generates more sponsorship money for a four-year cycle than anybody else. So it is very powerful.
Martin Sorrell
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If you pay 50 million for something, you probably pay another 50 to 100 million to activate it. And the more you spend, the better you do. There is no point in just buying rights.
Martin Sorrell
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Despite streaming, despite the rise of tablets and smartphones - all the implications which in theory would make linear TV less important - live sporting events are extremely powerful. But it's not the event alone - it's also what's surrounding it.
Martin Sorrell
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In fact, if you were interested in a global platform there are only three sporting events: probably the most powerful - or equally powerful [to F1] - are the World Cup and the Olympics, and then Formula One. And there it gets interesting.
Martin Sorrell
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When I think back to 2005, the fast growth markets - what we call the fast growth markets - were probably ten percent of our business. They are now 31 percent.
Martin Sorrell