Martin Sorrell on Challenging the Ad Industry Giants He Helped Create

S4 Capital executive chairman discusses in-housing, zero-based budgeting and reining in Big Tech

In an industry built on creativity, it’s a testament to both his longevity and ingenuity as a shrewd businessman and negotiator that Martin Sorrell, the former chief executive of WPP, has become synonymous with advertising. And while much has changed over the three decades since Sorrell turned a wire shopping-basket company into an advertising behemoth, after a little more than a year into his new stint as executive chairman of S4 Capital, he’s proving that you can indeed teach an old dog new tricks.

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This story first appeared in the July 22, 2019, issue of Adweek magazine. Click here to subscribe.