Scott Guthrie offers professional advisory services to the influencer marketing industry. He provides influencer marketing agencies and influencer marketing platforms with the expertise to identify opportunities for business improvement and gaps in existing processes. Clients rely on Scott's discreet services for insight, advice and planning.
Scott Guthrie hosts the Influencer Marketing Lab podcast, a weekly show dedicated to the growth spurts and growing pains of influencer marketing. Sponsored by Tagger the podcast is currently in its sixth season. Past guests include senior executives from Facebook, Ogilvy, and Whalar as well as academics and authors. See the show notes or subscribe on Apple, Spotify, Google Podcasts etc.
Scott Guthrie is included within the Talking Influence Top 50. The list aims to recognise the key players and change-makers within the influencer marketing industry. Founded in 2018 Scott is the only person to have been included in the list since inception: 2018, 2019, 2020 and 2021.
Scott Guthrie speaks at around 25 events each year delivering keynote speeches, participating on industry panels and hosting conferences. Scott has spoken at industry events in Cairo, Naples, Ravenna and across the United Kingdom as well as globally via webinar.
A full running list of industry conference speaking engagements is available on Scott's speaking events page.
Scott Guthrie is often called upon by journalists to add insight to influencer marketing-related articles. Comment by Scott has been included in mainstream media titles including the Financial Times, the Telegraph, the Daily Mail, Vice, Business Insider and Channel 5. OpEds, guest articles and comment for industry titles include: Campaign, PR Week, Mediatel and the Drum.
A full running list of media mentions is available on Scott's media mentions page.
Scott Guthrie has written chapters for five business books on the subject of progressive public relations and influencer marketing. The most recent contribution is to an academic text book published by Routledge in December 2020.
In 2021 Scott's definition of social media influencers was included within the Palgrave Encyclopaedia of interest groups, lobbying and Public Affairs.
A full running list of business books to which Scott Guthrie has contributed to is available on Scott's business book list page.
Scott Guthrie delivers circa. 15 university lectures and university workshops a year.
Scott Guthrie, influencer marketing
Scott Guthrie is the director-general of the Influencer Marketing Trade Body - the UK's not-for-profit professional membership organisation for influencer marketing agencies and influencer marketing platforms. Additionally, Scott hosts the Influencer Marketing Lab podcast and writes Creator Briefing, the weekly newsletter dedicated to tracking the influencer marketing industry.
Scott authored the entry titled: 'Understanding Influencers' in the Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs and wrote the chapter 'Virtual Influencers: More Human Than Human' for Influencer Marketing: Building Brand Communities and Engagement - an academic textbook published by Routledge.
He is an advisory board member of the Branded Content Research Hub, a network-based facility for research and exchange that investigates how media and advertising are merging, and considers how the industries involved should be regulated. He is also a project partner, to the Branded Content Governance Project. Both of which are based within the Media School at London College of Communication (LCC), University of the Arts London (UAL).
He holds an MBA and a BA (Hons.) in English Literature.