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.
2022 October
PR Week
The News Editor of PR Week asked me to provide an op-ed article responding to Kim Kardashian's fine by the SEC. I provided the following piece: Kim Kardashian’s fine reminds us influencer compliance means more than #AD
2022 October
Performance Marketing World
Responding to Kim Kardashian's fine by the SEC I was asked to provide comment on what this meant for the influencer marketing industry in an article titled: Kim Kardashian’s $1.3million fine for undisclosed crypto ad
2022 August
Financial Times
Hannah Murphy, the San Francisco-based tech correspondent for the Financial Times sought a quote for the global business paper's 'The Big Read' section titled: Social media’s big bet: the shopping revolution will be livestreamed
2021 August
Financial Times
Hannah Murphy, the San Francisco-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
PR Week
PR Week sought comment for an article titled: Influencer Marketing: Let's bring full professional rigour to this near-$10bn sector
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
PR Week
PR Week sought comment for an article titled: Influencer Marketing: Let's bring full professional rigour to this near-$10bn sector
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
PR Week
PR Week sought comment for an article titled: Influencer Marketing: Let's bring full professional rigour to this near-$10bn sector
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