Sir Martin Sorrell Speaks From the Croisette on Publicis-Omnicom and Content

And keeping an eye on the World Cup

CANNES, France—WPP CEO Sir Martin Sorrell, in a sitdown with Adweek in the sun-dappled MediaCom suite at the Martinez hotel, continued his dissection of the failed Publicis-Omnicom merger.

"It didn't do the industry any good," Sorrell said of the deal, which he referred to as "clunky and offering no articulation of strategic benefits."

The wide-ranging discussion also touched on the importance of fostering new content forms from brands like Vice Media, in which WPP holds a stake, as well as listening to brand clients at venues perhaps less glitzy than Cannes—which he said had "gone a bit far" down that path—and more like WPP's Stream gatherings, during which clients surface their needs and interest points in a free-flowing format. "The real issue is content, meaningful content," he said.

Sorrell is also keeping a close eye on the World Cup in terms of the social and sustainability issues around the global sporting event. "One lesson you have to articulate is the Cup's social impact," he said.

Finally, when asked what his favorite gadget of the moment is, Sorrell said he is still a BlackBerry user but is also fascinated by the product prospects of 3-D printing.

Sir Martin Sorrell on the World Cup and his favorite gadget:

On the disbanding of "POG" (Publicis Omnicom Group):

A bit about content at Cannes, and his stance on mobile: