“Insightful and thought-provoking”: Graduate Ottie Burgess meets Sir Martin Sorrell

Ottie Burgess is starting out on her career in PR. Finito World were delighted therefore when she came along to sit on an interview with perhaps the greatest ad man of them all. Here are her impressions of the experience.

In late 2024, I had the privilege of meeting Sir Martin Sorrell, whose extensive experience in advertising and business strategy offered profound insights into geopolitics, leadership, and emerging trends. Our discussion ranged from India’s economic prospects to the evolving media landscape, political dynamics in the United States, and his perspective on identifying talent in today’s competitive environment.

Sir Martin expressed a strong optimism about India’s future, describing himself as “bullish on India.” Having spent considerable time studying the country’s growth trajectory, he highlighted its significant population growth and economic expansion as pivotal to its global influence. He commended Prime Minister Narendra Modi for his achievements despite facing setbacks in recent elections. While acknowledging that Modi is a polarising figure, Sir Martin suggested that controversial leaders often bring firm governance, a characteristic he believes Western countries, particularly in Europe, could learn from.

India’s rapid GDP growth, according to Sir Martin, is a remarkable achievement that Western economies envy. However, he also emphasized that doing business in India is not straightforward due to the strong entrepreneurial culture and the country’s growing global assertiveness. Beyond India, Sir Martin highlighted Southeast Asian nations—Indonesia, Vietnam, Thailand, and the Philippines—as rising stars worth monitoring for investment opportunities, reflecting their dynamic markets and strategic importance.

Turning to the U.S., Sir Martin analysed the current political environment, particularly the presidential elections. He identified two key issues that dominated voter concerns: the economy and immigration. He observed that exit polls revealed a misstep by the Democrats, who underestimated voters’ concerns about democracy—an issue Republicans have successfully framed as being under threat.

Our discussion then turned to the critical role of media in political campaigns. Sir Martin emphasised the shift from traditional media to what he termed “new-old media” (Facebook and Instagram) and “new-new media” (TikTok and influencers like Theo Von). He highlighted how Donald Trump’s campaign leveraged these newer platforms more effectively, in contrast to the Democrats, who spent heavily but failed to resonate in the same way. This new-media strategy has been instrumental in shaping political narratives, particularly among younger audiences.

Interestingly, Sir Martin compared Trump’s rallies, which he described as “dark,” to Kamala Harris’s more cheerful yet less substantive appearances. He believes this contrast highlights the shifting ways in which politicians engage with their audiences. He also noted that Trump’s business-friendly policies are advantageous for North America, with potential spill-over benefits in South America due to the region’s growing ties with China.

Towards the end of our conversation, Sir Martin shared his philosophy on hiring graduates. He seeks individuals with determination, drive, and broad interests—attributes that often reveal themselves through how candidates spend their spare time. He values those who actively pursue their passions, take on meaningful travel experiences, or engage in activities that demonstrate initiative. Learning languages, he suggested, is becoming increasingly critical for young professionals in a globalized world.

Meeting Sir Martin Sorrell was both insightful and thought-provoking. His perspectives on India’s growth, the transformation of media, and the qualities that define exceptional talent offered a fresh lens on leadership and strategy in today’s interconnected world. I found his breadth of knowledge inspiring, it spanned complex geopolitical issues, emerging markets, and evolving media trends.