Samuel Scott
The Drum
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Past articles by Samuel:
Digital attribution is dead! Les Binet tells us why marketers need econometrics in 2023
The Drum columnist Samuel Scott recently fell down a rabbit hole and into the world of econometrics with effectiveness expert Les Binet. Here he explains what marketers need to know as digital attribution degrades. → Read More
This is what happens when marketing theory meets the real world in a tech startup
As a columnist for The Drum, Samuel Scott has pulled no punches on what marketers need to do to fix their promotion mix. But saying is one thing, doing another. So here’s what happened when this industry commentator was given the challenge of putting his marketing theory into practice. → Read More
‘Crypto influencers’ getting paid in dollars reveals the industry’s sleaziness
Cryptocurrencies started to gain popularity long before last week’s release of a ‘shill price list’ for influencer promotion. In his new column, Samuel Scott looks at the history of crypto marketing and interviews people including Brian Shuster, who invented pop-up banner ads in the 1990s before later creating the Utherverse metaverse platform and a planned Uther Coin. → Read More
Marketers rarely get what they pay for – the Gannett ad debacle was just the latest
Samuel Scott takes a look at the recent news that newspaper giant Gannett gave advertisers inaccurate information to advertisers on where their ads were running for nine months. He offers up advice to buyers wanting to protect themselves from similar problems. → Read More
The truth behind NFTs – and what marketers really need to know about the craze
Columnist Samuel Scott wanted to understand the true value of NFTs for marketers. So how better to get to the bottom of the craze than to go out and buy one of his own? Here's what dabbling in Boris Johnson caricatures and Ethereum trading taught him about marketing's latest trend. → Read More
In 2022, should B2B content marketers focus more on advertising?
Many B2B marketers focus on ‘content’ rather than advertising, but is that the best thing to do in 2022? For the answer, columnist Samuel Scott interviewed the person who created the term ‘mental availability’, professor Jenni Romaniuk of the Ehrenberg-Bass Institute. → Read More
Who got 2021’s marketing predictions right – and absolutely wrong?
In the return of his end-of-year tradition, columnist Sam Scott scores some of the most noteworthy marketing predictions made at the beginning of 2021. → Read More
The myths and realities of using brand purpose in marketing
Many consumers say they want companies to do good, something that new research published by the IPA this week found can often pay dividends for advertisers. But in spite of brand awareness, many consumers still buy from whoever has the lowest prices. In this column, edited from a keynote speech given at Comexposium’s One to One Digital Marketing in Biarritz, France, Samuel Scott shows how… → Read More
Professional certifications, not universities, are the future of marketing
There are three basic types of general marketing education: receiving university degrees, being self-taught, or completing professional certifications. In his new Promotion Fix column, Samuel Scott looks at the new developments to see what students and professionals should do to learn more in the field. → Read More
Euro 2020’s two biggest lessons for marketers and media planners
While he was watching Euro 2020 and hoping that England would bring it home, columnist Samuel Scott reflected on what the marketing industry can learn from the tournament. In this piece, he looks at the true difference between TV and social media, and how we should actually approach generational behavior. → Read More
As m-commerce takes the world contactless, should agencies follow suit?
Contactless and other mobile-based digital fintech payment methods surged in popularity during the pandemic and will remain in use afterwards. But are there risks to businesses and consumers? For our deep dive into all things Mobile, columnist Samuel Scott looks into the issue. → Read More
Why Snap should abandon Spectacles but keep augmented reality
The bespectacled Samuel Scott says glasses have never been cool (and don’t get him started on VR headsets). In his new Promotion Fix column, he recommends Snap forgets the goggles and gives AR all of its focus. → Read More
The Burger King? A look at the maverick brand's sales during Fernando Machado's CMO reign
On one hand, Burger King’s creative campaigns during the tenure of former CMO Fernando Machado received much acclaim, including top spot in the World Creative Rankings. On the other, some pundits dismissed the headline-making ads as mere stunts that did little to help the fast-food chain's bottom line. So, who was right? Columnist Samuel Scott investigates. → Read More
How a new vegan cheese OOH ad shows the importance of brand equity
A brand is more quantifiable than we think. In his new Promotion Fix column, Samuel Scott uses an outdoor campaign for a new vegan cheese to show an example of how to build a strong one and why OOH can be very effective. → Read More
How Israel launched a world-leading Covid-19 vaccination campaign: lessons from the ground
Israel has vaccinated a vastly greater percentage of people against the coronavirus than any other country so far. In this edition of The Promotion Fix, newly immunised columnist Samuel Scott interviews a top health official there and shows what marketers can learn from the successes. → Read More
2020’s surprising top three marketing trends
There were many predictions about how the coronavirus pandemic would affect the marketing industry. Well, in his traditional year-end review column, The Drum columnist and keynote speaker Samuel Scott looks at three of the biggest media trends of 2020. And what they were just might surprise you. → Read More
How President Biden might change social media regulation
The landmark US law that makes social media networks and tech platforms immune from liability for what users post on them will change under President Joe Biden’s forthcoming administration, The Drum columnist Samuel Scott predicts. Here is some insight into what may occur. → Read More
Only existing market leaders are benefiting from coronavirus lockdowns
New, agile startups usually get all the attention, but as The Drum columnist Samuel Scott writes, one unintended consequence of the coronavirus lockdown is that the big business Goliaths are actually pummeling the small Davids to death because of how distribution has changed. → Read More
How to give memorable presentations at virtual business events
Suffering 'death by PowerPoint' is as boring as listening to Coldplay. And that is even more true when hearing virtual presentations. So, it is critical for speakers to keep audiences engaged over remote talks during the ongoing coronavirus pandemic. → Read More
How marketers can ‘speak CFO’ to survive the recession
You may know how to talk to consumers, but can you speak CFO? The Drum's Promotion Fix columnist, Samuel Scott, explains why speaking the language of the chief finance officer will be essential for marketers' survival in the testing times ahead. → Read More