The communications landscape has moved away from TV and radio in favour of PR and public affairs over the past decade, WPP chief executive Sir Martin Sorrell said on Monday.
Sorrell believes the way the marketing and advertising industries work has changed and those who think things will return to the way they were in 2008 are 'deluded'.
'The overall share of traditional areas such as TV, radio, newspapers, magazines, outdoor and cinema has declined in favour of consumer insight, PR and public affairs, branding and identity, healthcare, and specialist communications, which embraces direct, interactive and internet.'
Sorrell's comments form part of a one-off supplement to mark the tenth anniversary of the IPA/BDO Bellwether Report.
In his essay, he said: 'Clients want more for the same money and that often means integrated solutions. Different specialties must be brought to bear coherently on a campaign. More and more clients are asking us to put together bespoke teams from across WPP.'
He added: 'Some companies still treat corporate responsibility as an optional extra, a bit of icing on the capitalist cake. It is not. Doing good is good business.'