Excerpts from a BusinessWeek article with some fairly interesting info about the goals and obstacles faced by WPP as it tries to transform itself into a next generation marketing agency. Interestingly Martin Sorell, its CEO is pushing employees and Board Directors alike to adopt new practices from video, to Facebook, to Twitter and other social tools. And that's the right way to go for this sort of transition from yesterday to tomorrow, an endeavor only very few companies managed to achieve in business history.
Now, since I believe that coherence, alignment and consistency are essential ingredients of success as the US presidential super-campaign amply demonstrated, I wanted to check whether Sorell, the staunch promoter of WPP's diitization, has done anything for himself to be more present, more digital, more of a "social networker" I looked for his profile on LinkedIn and the result was, I quote, "0 results
Martin Sorell". Same thing on Naymz and Plaxo, while on Facebook there's only one entry without pictures and with one friend called Mélanie Pineau. So let me get this: we're about to have the first awesomely digital US President in Barack Obama (present on all sorts of online platforms from Facebook to LinkedIn to Twitter to a YouTube channel and with fans forming Plaxo groups like this one), and the head of tomorrow's would-be leading agency is nowhere to be seen? When is Sorell going to assemble a small team of WPP wiz kids to build his own onine presence? That would go a long way to making his push with employees and close co-workers much more compelling IMHO.