Sir Martin Sorrell's five key drivers of the advertising business

Geoffrey Precourt

Sir Martin Sorrell, chief executive of WPP, was the keynote speaker at the spotlight event of to the Advertising Research Foundation's (ARF) annual Re:Think conference. And he used the occasion of the presentation of the annual Ogilvy Awards for Excellence in Advertising Research to provide some state-of-the-industry insight from the agency business' largest holding company.

The WPP chief's headline was a realignment of drivers in the marketing business-changes that have had a powerful change in his own enterprise. Indeed, he pointed out, WPP expects to generate more than $1 billion in revenue from China in 2011 - a volume that represents a market share "three or four times" larger than any of its competitors in that burgeoning market.

Picture: Dan Collazo