S4's Sorrell Takes a Ground Floor Up Approach to Digital Media

Sir Martin discusses the transformation of the advertising industry at CES, focusing on digital growth areas like first-party data, digital content, and programmatic advertising. He highlights the challenges faced by traditional agencies and the need for a new business model that is faster, better, and cheaper. S4 Capital's strategy involves a unified approach and strategic acquisitions to stay competitive in the digital landscape.

What are the three areas of high growth mentioned in the text?

What is the significance of first-party data in the context of digital advertising?

What does the phrase 'faster, better, cheaper' encapsulate in the context of S4 Capital's approach?

What challenges do traditional advertising agencies face according to the text?

How does S4 Capital differentiate itself from traditional advertising companies?