Analyst Commentary

As brand digitization ramps, WPP and Salesforce take opposite trajectories



WPP takes a hit as brands transform business models to compete in a digital world; platforms become the new agency retainer

The digital era is forcing enterprises to adjust the ways in which they engage with consumers, impacting advertising, marketing and commerce. WPP, the largest agency holding company in the world, with $70 billion in revenue and over 200,000 employees, is experiencing a trifecta of headwinds as clients reduce spend on marketing services, consolidate agency rosters and initiate zero-sum budgeting ...

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