Quester-Daily Telegraph26 Apr 2015 10:14
Buy WPP's technological edge: WPP, the world’s largest advertising and marketing group, reported first quarter results which contained few surprises last week. There was a slowdown in like-for-like net sales growth compared with the same period last year, which was very strong at 3.8%. This year the figure was a respectable 2.5%. Cost-cutting efforts are continuing to boost the bottom line. Sir Martin Sorrell said his wire basket maker turned global advertising giant was on track to increase profitability by 0.3 points this year. He is confident that WPP is holding its own against its big rivals Publicis and Omnicom, which report their growth differently. Advertising and marketing are highly exposed to economic effects and WPP keeps a close eye on the global shifts and “grey swans” – known unknowns – that could affect client spending. The climate, said Sir Martin, is cautious amid fears of deflation, increased investor activism and geopolitical uncertainty. The potential for interest rate rises is emerging as a threat to company valuations, he said. The UK was WPP’s second-strongest territory, delivering like-for-like net sales growth of 3.6%. Its biggest market, the US, grew only 2.1% on the same measure, but should provide some currency tailwinds from the strengthening dollar as the year goes on. Sir Martin’s economic concerns notwithstanding, WPP looks set fair for the medium to long term. Its promises on sales and margins are deliverable and it has a smart investment strategy that gives it real advantages over its main rivals in the sector. Its share buy-back programme should also help it ride out any bumps over the rest of 2015. Next year offers advertising spending boosts from the US election and Olympics. The shares are up almost a quarter in the last year but still have room to rise further with earnings per share forecast to grow 8% this year. WPP trades on a price to earnings ratio close to the sector average but deserves a premium. WPP at £15.79. Questor says “Buy”.