Advertising giant WPP are targeting as much as 45% of total revenues being generated by digital media, CEO Sir Martin Sorrell has claimed via LinkedIn's Influencer feature.

"We will accelerate the implementation of our strategy by raising our targets from 35-40% [of total revenue] for both fast-growth markets and new media to at least 40-45% each over the next five years," Sorrell wrote.

"Our strategy is simple: new markets, new media, data investment management and, last but not least, 'horizontality'. That last one may sound a bit clunky, but essentially it means getting our 165,000 people in 110 countries to work together even more effectively for our clients."

WPP currently spends over $2bn (£1.3bn) on Google advertising and $200m on Facebook every year. They also lead expenditure on digital media following the merger of rivals Publicis and Omnicom.

"Others in our industry may take strategic leaps backwards for various odd or inconsistent or contradictory reasons," he quipped.

"We'll remain focused, actually even more focused, on our long-established and consistent strategy, on future developments and on accelerating implementation."

Digital and new media - particularly in developing markets like Brazil, Africa, China and India - are continually growing in relevance and shaping where future investment lies. Sorrell saying "a new breed of media owner has arrived" suggests digital content and the authorship of this content is where future revenues lie.

"As WPP deepens its relationships with digital platforms like Linkedin, I'm delighted to join its Influencer programme," he wrote.

"It's another extremely effective way to emphasise the growing importance of digital and social media in our commercial and personal lives; to signal how we're focusing even more laser-like on our strategy; and to talk about how we will develop it in the future and accelerate its implementation".