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

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.

2021 August

Financial Times

Hannah Murphy, the San Fransico-based tech correspondent for the Financial Times sought a quote providing context around the decision by subscription-based content platform, OnlyFans, to temporarily exclude sex workers from posting content to its site. OnlyFans drops sex and embraces a soft-core future


2021 August

Mail+

Jessica King, journalist at Mail Plus, the new digital side of the Daily Mail newspaper, covered the story of Sex and the City new TV series. Jessica sought comment on why the show had lasted for so long and why makers of the show turned to Instagram to promote the new content:  Manolos back in Manhattan! As the cameras roll on the hugely hyped return of Sex and the City, does anyone care about Carrie and co anymore?


2021 August

Business Insider

Celia Silvani, a journalist at Business Insider interviewed me for opinions on the difference between internet celebrity and influencers ahead of the final of UK's Love Island finale: How these 4 Love Island UK stars used their moment in the limelight to really succeed as influencers


2021 June

Daily Mail

Mail+ journalist, Jessica King, reported on Love Island's new season. King interviewed me for an accompanying video article: Fake (tan) it till you make it! We look at the Love Island hopefuls searching for fame, fortune – oh, and romance.


2021 January

City AM 

James Warrington a journalist at City AM newspaper interviewed me for a story about influencers travelling to Dubai - circumventing UK lockdown rules - by travelling on 'essential business.' I was quoted in Warrington's resulting newspaper article: 'Under the influence: How reality stars’ Dubai trips could sink social media marketing.'


2021 January

European Audiovisual Observatory

Justina Raižytė of the European Advertising Standards Alliance interviewed me for her chapter on Artificial Intelligence within advertising titled : ‘AI in advertising: entering Deadwood or using data for good?'. The chapter by Ms Raižytė forms part of a report titled: 'What are the challenges and chances offered by Artificial Intelligence to the audiovisual sector?' Ms Raižytė cites my ideas on the current and future application of virtual influencers within the wider realms of digital marketing. 


2021 January

Book: Exploring Public Relations and Management Communications 

Professor Paul Willis, chair of corporate communication at the University of Huddersfield interviewed me for the reprise of his chapter 'Public Relations and the Consumer'. Prof Willis included a lengthy quote within his chapter along with two case studies illustrating the benefits of influencer marketing. 


Exploring PR is now in its fifth edition. It is the preferred textbook for universities around the world as well as for professional bodies and professional courses which adopt it as their core text. 


2020 December

Vice

Nana Baah, staff writer at Vice - the lifestyle, arts, culture, and news/politics magazine - interviewed me for this article titled: 'Influencers and the "fake wealth" industry'. The feature focused on the practice of would-be luxury influencers pretending to have received expensive gifts or travelling on private jets.  The article was later translated into French in January 2021.


2020 November

The Daily Mail

Tanith Carey interviewed me for a Daily Mail feature article titled: 'Meet the VIRTUAL Instagrammers: How computer-generated models work with designer brands, earn thousands a day and are adored by millions - to the distress of parenting experts


2020 October

Virtual Humans

Roanne de Kluizenaar wrote a feature article tiled:  The Uprise of CGI Influencers: Musings of Armando Kirwin, Artur Muzaffari, and Scott Guthrie for online publication Virtual Humans. The article was an extract from research Roanne undertook as part of her graduate thesis during her time at the Amsterdam University of Applied Sciences in 2019.

2020 October

Rockstar CMO

Ian Truscott of Rockstar CMO quoted me in an opinion piece for the online publication. The feature article centred on the perils of building a content strategy on a platform that you can not control. 

2020 September

Into the Mainstream

Influencer Marketing agency, Takumi, asked me to contribute to their wide-reaching white paper titled: 'Into the Mainstream: Influencer Marketing in Society'. The agency was gracious enough to quote me throughout their paper.

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

2020 Oct

Rockstar CMO

Ian Truscott of Rockstar CMO quoted me in an opinion piece for the online publication. The feature article centred on the perils of building a content strategy on a platform that you can not control. 

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

2020 Oct

Rockstar CMO

Ian Truscott of Rockstar CMO quoted me in an opinion piece for the online publication. The feature article centred on the perils of building a content strategy on a platform that you can not control. 

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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