Sir Martin Sorrell believes the advertising industry needs a new model given that the agency model has been around for 70 years. The new model should be both digitally and data driven.

Watch his MAD//Minute Manifesto in partnership with THE FIFTH here 

THE FIFTH is an award winning social creative agency who are experts in influential content. They have one clear mission: To do things differently. The team of strategists, talent experts and creatives, based in London and LA, help clients to tell inspiring, entertaining and influential stories that deliver measurable impact. Find out more here.