WPP is looking closely at rival Publicis Groupe’s newly minted media partnership with Twitter, a deal revealed earlier this week that gives Publicis’ Starcom MediaVest Group access to Twitter's advertising products, data and preferred ad slots.
WPP chief executive Martin Sorrell, who has said he views Twitter as a PR medium rather than an advertising one, suggested to Adweek that he won't rule out a similar deal with the microblogging site.
"They [Twitter] have told us it’s not an exclusive deal," Sorrell told Adweek after he spoke at the Financial Times Digital Media Conference in London today. He added that the marketing communications group "works with Twitter all the time" and that WPP was awaiting "more detail" on the Publicis deal.
Bonin Bough, the global media chief of Trident parent Mondelez International—which is partnering with Twitter to produce Trending 10, the first TV show to be sourced from real-time tweets—told conference attendees that as a CPG advertiser, Trident needed the reach of a channel like Twitter to engage with the 18-34 demo.
In his talk, Sorrell also revealed that Google, which last year received $2 billion of WPP’s ad spend, is likely to overtake News Corp. as its single biggest media investment by 2014.
Citing data from the U.S., where WPP spends $40 billion annually on media, Sorrell said there is a big disparity between advertisers' print spend and consumers' print usage. "We are investing 20 percent [of WPP clients' media budgets on magazines and newspapers], but consumers are only spending 7 to 10 percent of time [consuming print]," he said. "That has to change."