Martin Sorrell Trying Quotations

Think through whom you are trying to reach. Tailor what you do and how you do it to appeal to those communities.

In the old days, you could segment happily. You could put out one message to one segment of the audience, and one to another. That has now gone. You say something to one community and instantly, literally at a click, it's available to everybody. What it means is that if you're trying to craft a message, it's very difficult.