An Open Letter to the CEO of WPP

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Dear Mr. Sorrell,

I read your comments from Cannes in The New York Times article “Ad Leaders See Web’s Threat and Promise” [June 23]. While I appreciate the competition you perceive from online ad networks and technology providers such as Google and Microsoft — and why you’d like to acquire a position in that space — I’d like to suggest an alternative strategy.

Up until now, agencies such as yours have provided value to clients in two main ways: the strategy, design, and production of creative and the distribution of that creative through media channels.

You didn’t own the radio, TV or print channels through which ads were distributed, but their fractured structure gave you an opportunity to coordinate media buying — and earn nice fees doing so, which largely subsidized the creative.

The

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