Sir Martin Sorrell, the founder and former CEO of WPP, has publicly called on the company to address the ongoing Competition Commission of India (CCI) investigation into alleged cartelization and price-fixing practices involving its media-buying arm, GroupM, and other major advertising agencies. In an interview with Storyboard18, Sorrell emphasized the need for transparency and leadership as WPP faces mounting scrutiny in one of its key markets.
On March 18, 2025, the CCI conducted coordinated raids on several prominent advertising firms, including GroupM (WPP-owned), Dentsu, Madison World, Publicis Groupe, IPG, Havas, and Omnicom. The investigation also extended to industry bodies such as the Advertising Agencies Association of India (AAAI), the Indian Society of Advertisers (ISA), and the Indian Broadcasting and Digital Foundation (IBDF). The raids aim to uncover potential anti-competitive practices in both traditional and digital advertising ecosystems.
Sorrell, who led WPP for 33 years before stepping down in 2018, expressed concern over WPP’s silence regarding the CCI probe. He urged current CEO Mark Read to address the allegations publicly, stating, “WPP have had problems in China. And now, they appear to be having problems in India. I think it’s about time that they made some statement about both China and India.”
He also cautioned against drawing premature conclusions about the investigation but stressed that WPP’s response could be pivotal for its reputation in India.
The CCI probe comes at a challenging time for WPP. In addition to the ongoing investigation in India, WPP faced a bribery-related scandal in its GroupM unit in China in August 2024. These incidents have raised questions about governance and compliance practices within the world’s largest advertising holding company.
Sorrell’s remarks add pressure on WPP’s leadership to demonstrate accountability and address concerns from both regulators and industry stakeholders. The situation has also reignited calls for structural reforms within industry bodies like AAAI, with smaller agencies demanding greater representation and transparency.
As regulatory scrutiny intensifies, Sir Martin Sorrell’s call for transparency underscores the importance of proactive communication from WPP. How the company navigates this crisis will likely shape its future in India’s $18.5 billion advertising market.
Key Highlights:
- Sir Martin Sorrell called on WPP to address allegations of cartelization amid CCI raids.
- The investigation targets GroupM (WPP-owned) and other major agencies over anti-competitive practices.
- Sorrell highlighted similar governance challenges faced by WPP in China.
- The probe has sparked demands for reforms within industry bodies like AAAI.