Scott Guthrie media mentions list

If you would like to interview me, invite me to speak at your event or provide an expert comment for your publication or book, please get in touch.

Scott Guthrie press list

Here is a running list of media mentions of Scott Guthrie talking about the influencer marketing industry. This list includes mainstream media such as the Financial Times and the Telegraph, trade media including PR Week and The Drum, mentions, OpEds and guest posts.

2020 July

Financial Times

Financial Times journalist, Hannah Murphy asked me to contribute to her article titled: Rivals take advantage of TikTok’s troubles to poach talent

2020 May

Fourth Floor

Influencer Marketing agency, Fourth Floor, commissioned me to write about influencer marketing campaigns during Covid-19. The article was titled: 

Influencer marketing is dead. Long live influencer marketing

2020 April

Fourth Floor

Influencer Marketing agency, Fourth Floor, commissioned me to write about influencer marketing campaigns during Covid-19. The article was titled: 

The COVID-19 crisis is the real acid test for purpose-driven influencer marketing

2020 March

Fourth Floor

Influencer Marketing agency, Fourth Floor, commissioned me to write about purpose-led influencer marketing campaigns. The article was titled: 

Why purpose-led influencer marketing is great (but can’t be faked)

2020 March

Financial Times

Financial Times journalist, Hannah Murphy asked me to contribute to her article titled: Chefs, DJs, teachers: the rise of the lockdown celebrity. The story was in response to influencers placing community at the centre of their content during Covid-19 lockdown. 

2020 March

Corp Comms magazine

Corp Comms, the magazine for the for the corporate communicator, asked me contribute to the feature article of the February/March edition.  The request came in response to Casper the bed-in-a-box mattress company citing influencers as a risk on their IPO documentation. The article was titled: The Risks of Social Influencers

2020 January

Fourth Floor

Influencer Marketing agency, Fourth Floor, commissioned me to write about purpose-led influencer marketing campaigns. The article was titled: 

How Instagram's Brand Collabs Manager actually benefits influencer marketing agencies

2019 December

Financial Times

Financial Times journalist, Hannah Murphy asked me to contribute to her article titled: Have we reached ‘peak influencer’?

2019 Sept

PR Week

Lynne Franks was interviewed by PR Week. During the course of the interview Franks was asked for her opinion of influencer marketing. Sufficive to say, Franks is not a fan. The doyenne of PR dismissed influencer marketing as ‘meaningless’, ‘a fad’ and ‘silly’. The following day PR Week published my response to the Franks' article in an OpEd titled: Why Lynne Franks is wrong about influencer marketing

2019 August

Book: Communicate in a crisis

Kate Hartley’s book ‘Communicate in a Crisis’ was published in August by Kogan Page. Kate interviewed me for her book and included verbatim our discussion as a chapter. Harness the crowd: Using influencers and advocates to calm the crisis – an interview with Scott Guthrie

2019 August

Whitepaper: Vuelio

PR database and media monitoring tool provider, Vuelio, asked me to write the introduction to a whitepaper on Instagram titled: Instagram Blackout: How invisible stats will change the world of influencer marketing. The whitepaper has views from industry experts in our network – PRs, agencies, bloggers and influencers – on what these changes really mean and why visible stats might not be the right measurement anyway.

2019 April

The Telegraph

Matthew Field, technology journalist for Telegraph Tech. contacted me for a quote on Samsung’s ill-fated launch of its Galaxy Fold to include in his story titled: Galaxy unfolded: How did Samsung's foldable phone launch go wrong. Field approached me having read my two articles on the incident: Influencer input would have saved Samsung Galaxy Fold screens and Marques Brownlee helps with Samsung Galaxy Fold crisis communications

2019 April

City A.M.

Carlsberg changed the recipe of its world-famous lager with a tongue-in cheek ad campaign. City A.M contacted me for a quote for an article titled: Carlsberg sparks speculation of new product launch with Twitter marketing campaign “The promoted tweets are a form of postmodern offence archaeology,” said marketing expert Scott Guthrie. “They are looking out for offence and then embracing it, rather than calling it out and shaming.”

2019 February

City A.M.

CITY A.M., the financial newspaper, asked me to contribute a quote for an article exploring the fall in pricing for celebrity endorsers, and the difference between influencer marketing and celebrity endorsement. The article was titled: Celebrity marketing fees fall by two-thirds in two years amid shift to micro-influencers

2019 February

Talking Influence

Following a BBC Panorama investigation into the use of influencers in the advertising industry online title, Talking Influence asked for quote about the film’s balance and the context of the influencer marketing ecosystem. Article was titled: Industry Responds to BBC Panorama Documentary on Influencer Marketing 

2018 December

City A.M.

CITY A.M., the financial newspaper, asked me to contribute towards a debate entitled: Is the Asos profit warning a sign that online retailers face the same challenges as the high street? Article titled: DEBATE: Is the Asos profit warning a sign that online retailers face the same challenges as the high street?

2018 November

Insurance Post

Interviewed by Insurance Post magazine – as regulators are spelling out the rules for influencers advertising services and products, insurers and brokers are starting to adapt their policies to these social media personalities making a living out of their online fame. Article titled: Analysis: Social media - Insuring influencers.

2018 November

The Drum

Quoted extensively in an article by the Drum – the marketing and media industries news site. The feature article focused on the differences between celebrity endorsement and influencer marketing. Article titled: Influencer recommendations are not celebrity endorsements

2018 November

Talking Influence

Interviewed by Talking Influence magazine about transparency and disclosure within influencer marketing ahead of the Influencer Marketing Show. Article titled: Q&A: Scott Guthrie on the ASA and Transparency within the Influencer Marketing Channel

2018 November

PR Week

Quoted in PR Week alongside the PRCA director general and the president of the CIPR about the need for influencer marketing discipline to mature, the blurred lines between the creative industries and the importance of effectively vetting influencers before working with them on brand activations. Article titled: ‘Blurred lines’ – closing in on the influencer frauds

2018 November

PR Moment

Wrote a guest post for PR Moment, the PR and communications news and analysis site and awards company. The article covered ways in which PR practitioners can earn better results from their influencer marketing campaigns and help tame the Wild West of influencer marketing. Articled titled: How to gain control of your influencer marketing, from Scott Guthrie

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