Also during his comments at MIXX, Sorrell took a few predictable digs at the proposed merger of his chief rivals, Omnicom Group and Publicis Groupe.
One was on the data rationale for the deal: "'We're going to have a big data platform,' they say. That's obfuscation for the regulators. The only place where there are scaled benefits is media buying."
He also pointed out the companies face a quandary with their trading desk units – typically a shared resource across the holding company. With two desks – Accuen and Vivaki AOD – there is important work to do, but planning for the future is difficult until the deal closes.
"They're in regulatory period where they can't talk to one another," he said. "If they did they'd blow each other up. It would be funny if it wasn't so serious."