SINGAPORE (June 19): Human beings today are increasingly living a sort of “double life”, with a good chunk of it spent exploring the digital world through social media avatars. With the internet already a crucial commodity mentioned in the same breath as water and electricity in both developed and emerging markets alike, it is also the latest battlefield for advertisers in the never-ending war for the hearts and minds of consumers. 

Boston Consulting Group (BCG) estimates that the proportion of digitally influenced retail in emerging markets is likely to surge from 33% in 2017 to 47% in 2022, which translates to US$3.9 trillion ($5.4 trillion) worth of spending. 

With such an attention-grabbing number, it is no small wonder that the titans of the advertising world are taking notice, including Martin Sorrell, famous for heading advertising and public relations group WPP for more than three decades. In 2018, less than a year after he left WPP, Sorrell embarked on a new venture with S4 Capital, which explicitly seeks to carve a niche in the digital marketing space. 

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