WPP Grows Beyond Advertising Into a Tech Firm

CEO Mark Read talks business transformation, Netflix ads, YouTube and Coca-Cola

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To WPP’s chief executive Mark Read, the business has transformed from an advertising network to a company where technology “underpins” all of the services its agencies—such as AKQA and Wunderman Thompson—provide for its global client base, which includes Coca-Cola and Ford.

Speaking to Adweek after he announced the results and earnings of the company’s third quarter (during which it won new business worth $1.7 billion through contracts with Samsung Europe, Tesco Media, Nestlé and Costa), Read shared his views on the evolution of WPP in recent years as well as recent industry developments.

A creditable performance

Revenue for the third quarter reached $4.14



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