When Sir Martin Sorrell speaks about marketing trends, the global advertising and marketing fraternity takes note. The CEO of WPP, the world’s largest advertising and marketing services company, Sir Martin recently gave his view on the top ten trends facing marketers and ad agencies right now. South Africa falls within the region he referred to as the “Southern axis of opportunity” – a significant area of economic growth that cannot be ignored.

Speaking at the annual Advertising Financial Management conference, held recently in Florida, Sorrell summarised his perspective on the shift towards the East and the South that is currently affecting marketers.

When referring to the Southern powers currently experiencing the most growth, Sorrell placed South Africa firmly on the world stage. He highlighted Africa and in particular South Africa as one of the most formidable areas for business and marketing opportunity in the world, alongside Brazil, where the 2014 Soccer World Cup will take place, and the Middle East.

Other key trends Sorrell spoke to were the elimination of regional structures with a shift towards centralised power within corporate organisations, and how sustainability is becoming more and more central to company strategy and values.

[Source: Forbes]