2. Sir Martin Sorrell
CEO WPP
2013
“The two big anomalies are newspapers and
magazines. We are still investing 20% of
client ad budgets but consumers are only
spending 7-10% of time. That has to change”
3. We shouldn’tbe worried right?
Print + Desktop Monthly Reach (000)
12,150
12,001
8,314
6,719
Source: NRS PADD August 2014
THE INDEPENDENT
4. ...and Mary Meeker agrees:
45% 22% 4% 10% 19%
38% 25% 20% 12% 5%
x1.2 x0.9 x0.2 x0.8 x3.8
Underspending on
Internet and Mobile
TV Internet Mobile Radio Print
Time
Spent
Ad
Spend
7. One of the greatest challenges of the 21st century is
understanding the balance of your financial value
versus the value you bring to your customers and the
wider society.
Only then can you really understand the role of your
brand within the new digital space, where control has
been lost and authenticity and trust matters.
8. Trust is the biggest driver of
brand advocacy
Brand Trust
1st
2nd
3rd
4th
5th
Quality
Value
Brand Energy
Social Equity
£
Brand Trust has the
highest impact on positive
recommendations
9. % audience who highly rate media brands as Trustworthy
(78%)
(66%)
(63%)
(60%)
(58%)
(56%)
(55%)
(53%)
The Guardian:
still number1for trust
11. Trust enables us to grow audiences
globally: both off the Guardian….
1.9m 1.6m 1.2m 1.1m
Monthly interactions with quality news brands on Twitter, March 2015, Newswhip
12. …and on the Guardian
Global Desktop Unique Users
60.3 million
44.1 million
43.6 million
29.9 million
Source: Comscore Jan 15
13. A connected Progressive audience…
4%
3.6%
5.5%9.7%
19.4% 29.8%
28.1%
Global audience device usage
Source: GWI 2014
14. ...who want brands that they can
connect with
‘Liked’ a
brand/product
on a social
network in the
past month
Index = 137
Want brands
to inspire and
entertain with
new ideas
Index=131
Like brands to
provide apps/
services that
compliment their
products
Index=142
Source: GWI 2014