TVNewser AgencySpy TVSpy LostRemote FishbowlNY FishbowlDC SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

WPP CEO Martin Sorrell: Invading Social Media With Commercial Messages ‘Might Not Be The Right Thing’


As the social media marketing gold rush continues, one of the marketing industry’s top executives — WPP CEO Martin Sorrell — is questioning the medium.

“Invading these [social] media with commercial messages might not be the right thing,” said Sorrell at an event this week hosted by the Financial Times.

Sorrell added that social media sites are “less commercial phenomena, they are more personal phenomena,” more akin to “writing letters to our mothers” as opposed to traditional mediums such as television.

As the Financial TimesTim Bradshaw writes:

This would make Facebook and other social media more of an opportunity for public relations agencies – a smaller part of WPP’s empire – than traditional advertising.

Despite Sorrell’s stance, WPP has gobbled up a number of social media companies, including measurement firm Visible Technologies, social ad network Videoegg and private label online social network company LiveWorld.

At a media event this time last year, Sorrell said the three main areas of focus for WPP are emerging markets, “consumer insights,” referencing the acquisition of TNS, and “new media.”

WPP announces fourth quarter 2009 earnings tomorrow.

Mediabistro Course

Social Media 101

Social Media 101Get hands-on social media training in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will help you determine the social media sites that matter most to you, based on your personal and professional goals. Register now!