Martin Sorrell's New Business Plan: Cut Creative Agencies Out of the Loop Altogether

S4 Prospectus follows reports on WPP U.S. creative's weaknesses

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After overseeing some of the world’s top creative shops for more than three decades, Martin Sorrell no longer seems to think they play a crucial role in advertising.

The prospectus for his new venture, S4 Capital, went live Tuesday. And while the 191-page document includes quite a bit of information about S4’s primary property, MediaMonks, and its plans for expansion, it does not mention acquiring any creative agencies.

The prospectus does, however, note the decreasing value of traditional advertising as clients demand ever more digital services.

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