Sorrell didn’t sound. His notes reflect a wider shift in the transforming marketing books, leaving the media weight and to measure attention.
For years, traders counted what they bought. Now they ask what it was to see and what it had.
From exposure to efficiency
In Godrej Consumer Products LTD, this shift is already in progress. “I care, it is not how much time they spend (consumer) spend on the medium, but when I advertise in this medium how much visibility I get for my ad.
Godrej brought media planning and creative work internally. His own allocation tool, called Mash, monitors the results, not just the output. “Now it’s about ownership of the results,” Moorthy said. “If the brand fails well, the creative team immediately tunes here. They take care of what happens after the ad is broadcast.”
Moorthy said that the real advantage is speed. “Don’t lose two months of negotiations with agencies. You spend that time by creating a job.”
The message is clear. Buying supplies is no longer enough. Even waiting for brand downloads.
Agencies
Advertising agencies respond. At WPP, attention became central metric, said Amin Lakhani, President of client solutions in WPP Media South Asia. “We are not only selling media. We sell growth,” he said.
Lakhani said that the attention score is built into WPP tools. They are used to determine which formats and location lead to actual engagement. “This is a measurable interest. If the consumer moves the past without noticing it, it is not the media. This is a waste,” he said.
WPP also invests in modular creative work. The formats are adjusted for different types of audiences based on real -time behavior. “One format will no longer work everywhere,” Lakhani said.
A generation that rolls
The problem is most visible with younger viewers. Users of the gene move quickly, often skip ads before they load. “The gene is not advertising. Most of them simply ignore,” the senior media agency said, on condition of anonymity.
She said that many clients no longer ask how many people have seen their advertising. They ask how much they followed with the intention. “That’s now a standard question in reviews,” she said. “Especially from tech and FMCG brands.”
The shift is a tension agency that still works on volume models.
Attention over inventory
Sorrell, now the executive chairman of the S4 Capital, believes that planning and creative costs will continue to decline. AI will speed up. “In one campaign, we could produce 1.5 million assets for the client like Amazon,” he said. “With AI, you can do it 10 times. But only if you charge for an asset, not an hour.”
Sorrell predicts more flattering structures of agencies and more clients’ control. “Most agencies do not want to share data or lose control. But the check is already lost. The client has it,” he said.
Today, the media is not about him about the presence. It is a performance.
Chain
Moorthy said in Godrej that the decision to be in-house was driven by responsibility. “If it’s your own people, it depends on if something fails. It tunes it fast. You can’t afford to wait for the Debrief agency.”
WPP also moves towards what it calls “attention to outcome”. According to Lakhani, many brands now use attention data to improve campaigns in flight. “If it doesn’t work, we’re killing it quickly. It wasn’t two years ago.”
Tejinder Gill, CEO of Digital Marketing Company The Trade Desk India, said advertisers are beginning to realize that the visibility itself is not enough. “We see fatigue among consumers who are bombarded with recurrent ads,” he said. “It is not visibility alone. It is a resonance.”
He said brands need better signals across platforms. “By being able to engage the marks in Omnichannel knowledge, they can adjust creative and real -time frequency, not after the campaign,” Gill said.
Out of reach to memory
Billions of digital impressions are recorded every month in India. But if you can see less than half, what is the real return?
“You may be on the largest platforms in the world. But if no one will notice your ad, what is the point?” Moorthy asked.
Lakhani repeated concerns. “We are transporting our entire magazine to measure interest, not inventory,” he said. “This is where clients are heading. We have to be there before they ask.”
Sorrell’s comments may have sounded like a provocation, but across the Indian advertising industry they are becoming more of a prophecy.
(Tagstotranslate) Martin Sorrell (T) Reshapping Marketing Playbooks (T) Measuring Attention (T) Godrej Consumer Products Ltd (T) Mash (T) ad is on air Quickly
