The flurry of advertisers reviewing exactly what their media investments deliver has “stimulated” the audit industry but the real threat to budgets resides in markets like Japan and the Middle East where transparency is questionable, warned WPP’s chief executive Sir Martin Sorrell.

The advertising executive cut a frustrated figure on his company’s third quarter earnings call earlier today (31 October) as he tried to refrain from saying ‘I told you so’ now that it’s become clear that Japan may have a transparency issue when it comes to media spend.

Read the full Drum article here.