COLOGNE — At last year’s DMEXCO, WPP Sir Martin Sorrell promised<\/a> he would finally join Twitter – if CEO Jack Dorsey showed up at the next event.<\/p>\n

Well, at this week’s 2017 occurrence of the digital ad gathering in Germany, the pair graced the stage together, and Sorrell joined<\/a> the social network live in front of an audience.<\/p>\n

But that doesn’t mean the chief of the world’s largest ad agency holding group is a total convert.<\/p>\n

Speaking with Beet.TV in this video interview after his appearance, Sorrell had some robust views about what advertisers need from tech companies like Twitter.<\/p>\n

“We had a very strong year with (Twitter) last year,” he said. “We went up in spending with our clients from about 240 million to 300 million. (But) I think they’ve got to be a little bit less clunky on the technology front.<\/p>\n

“It’s true of all the big tech companies – a lot of times the clients and the agencies say, ‘Look, can’t we have this?’, to which the answer is often a ‘No’.<\/p>\n

Twitter may need to relent. Its Q2 2017 advertising revenue<\/a> fell 8% year-on-year, while daily-active-user growth declined from the previous quarter.<\/p>\n

The network, once pitched as a “microblog” for text updates, is now pinning its ad growth on live video streaming.<\/p>\n

But Sorrell is hoping Twitter – or perhaps Snapchat or another – can drive competition amongst a “Fearsome Five” of big tech firms and especially against the troublesome two of Facebook and Google.<\/p>\n

“Frankly, a lot of our clients, a lot of traditional media owners, agencies, want a third force,” he tells Beet.TV. “Twitter has an opportunity, Amazon clearly has an opportunity to become that third … Oath has an opportunity, AppNexus has their opportunity, so we’ll see how it all pans out”<\/p>\n

This video was produced as part of Beet.TV leadership series from DMEXCO, presented by NBCUniversal. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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