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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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Martin Sorrell
Age: 79
Born: 1945
Born: February 14
Businessman
Businessperson
Merchant
Sir Martin Sorrell
Sir Martin Stuart Sorrell
Martin Stuart Sorrell
Something
Spend
Pay
Millions
Probably
Rights
Point
Activate
Another
Buying
Better
Million

More quotes by Martin Sorrell

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It is always easy to criticize, as Bernie Ecclestone is somebody with extreme opinions.
Martin Sorrell
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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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The last person in the UK who described his product as being crap in public was one Gerald Ratner - and he was gone immediately.
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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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.
Martin Sorrell
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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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That is again a romantic notion: the hero. I think people enjoy a much more levelled playing field where you have the ability for many people to become heroes.
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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One of the reasons why they are optimistic is that there is more competition. Red Bull has become more competitive, the races have become more attractive - and that is what fans want!
Martin Sorrell
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Donald Trumps' senior advisor said on CNN that the US Presidential election was the ultimate reality TV show! Appeal to those you want to reach!
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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If you run a country and want to put it on the global map you don't have so many choices. You can get the Olympics, the World Cup or a Formula One race. And the first two are only every four years - and you have them only once.
Martin Sorrell
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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.
Martin Sorrell
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Technology will have moved on to an unimaginable level in ten years.
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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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.
Martin Sorrell
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[Formula One] is entertainment and it competes with other entertainments - and not with other racing formats. It competes with people's time on a weekend. So you have to deliver.
Martin Sorrell
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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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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.
Martin Sorrell
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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.
Martin Sorrell