"It's not just another channel," he said. "[Mobile] is probably the most important channel that has been developed, and it changes the way you live your life, by virtue of the fact that it's always on, it's 24/7, and we've never had this. It's not just a question about how you consume media, but it's how you buy things, it's what you buy … It's a way of life.” Sir Martin Sorrell -Adweek interview on the MWC16

"The essential problem is that big companies are not thinking about mobile in the right way," said Mr. Sorrell. They're thinking of it as an extension of digital, just a way to reach consumers. They're not thinking of it in a way that changes their businesses or adds values in a way they weren't able to do previously.” Adage interview on MWC16

"We haven't adapted," said Mr. Sorrell. "When people talk about creativity in our industry, they're talking about Don Draper.

Sir Martin Sorrell sobre mobile e MWC16

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