WPP's Sir Martin Sorrell on the Future of Virtual Advertising

'The medium is becoming more important than the message'


BARCELONA, Spain—Sir Martin Sorrell is a fan of virtual reality. So far he's driven a rover on Mars, been strapped to the side of the International Space Station, visited a Syrian refugee camp in Jordan and even attended a performance by Bono—all by way of VR.

The WPP CEO, who also happens to be one of the kingpins of the advertising industry, says VR and artificial intelligence are perhaps the most important technologies to keep track of in 2016.

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