Sir Martin Sorrell, the executive chairman of S4Capital, doesn’t like to hold on to the past and firmly believes that “data and tech will improve creativity”. But how will consumers react to new means of marketing and being ‘bombarded’ by personalized content in the near future?

In this episode Klaas Weima is going to talk with Sir Martin Sorrell, the executive chairman of creative digital content production company S4Capital on the influence of data and tech on creativity.

The interview was recorded at the Lions International Festival of Creativity in Cannes.