Beans and Pearls: Seminal lecture delivered by Martin Sorrell to D&AD in 1996 placing creativity – in its widest sense – at the core of WPP’s offer to clients.
By Martin Sorrell
This lecture was given in London in November 1996 as part of the Design and
Art Direction President's Lecture series.
"In a business world that is going to put a higher and higher
value on integrated creativity, we are in danger of losing
what should be our overwhelming advantage by allowing
something called creativity to be confined to the creative
What we sell are pearls. Whether we are designers or planners
or writers or art directors or corporate strategists, our raw
material is knowledge. We turn that knowledge into ideas,
insights, and objects that have a material, quantifiable value
to our clients.
They are all pearls: of wisdom, of beauty, of desire, of
wonder. Only the human mind can perform this extraordinary
alchemy. And only certain kinds of mind, at that.
But here we must be very careful. We have come to believe
that only very few are alchemists and I think that¹s wrong
I believe we will survive and thrive in the new creative age
only if we enlarge both our understanding and our delivery
- Martin Sorrell