Marketing Essays by Samuel Scott

Archive | Marketing Essays

The Day After Coronavirus:
What Will and Will Not Change in Business

Countless marketing pundits have been proclaiming that the coronavirus and resulting global shutdown will change everything in the industry forever. But if the 1918 influenza epidemic’s trend repeats itself today, the economy will recover and return to pre-crisis normal quickly. That result will surprise many. Hannes Weissensteiner, a managing partner at Artefact, wrote that “traditional marketing will […]

The Coronavirus Business Hall of Shame

(Note: My biweekly Promotion Fix column no longer has a home, so I’m publishing this special edition myself.) “You, alright! I learned it by watching you!” In July 1987, the Partnership for a Drug-Free America launched what would become one of the most famous — and most parodied — public service announcements in the United States. […]

My Top 5 Columns of 2019 in The Drum

Every two weeks, I write The Promotion Fix column for The Drum, a global marketing and media trade publication. Here were my most popular essays this year. 5. If there’s a recession in 2019, here’s what marketers should do. I reviewed studies from the Great Recession and interviewed marketers who have seen downturns to see how […]

Media Planning in 2020 & Beyond:
How to Integrate Online & Offline Marketing

This is a speech that I debuted in Slovenia. I would be happy to give this talk in person or virtually at your company, event, or conference. Learn more here. Summary Example deck: I argue that we are seeing the tyranny of online direct response and short-termism, both of which are hurting our long-term […]

WeWork shows that real profit still matters more than ‘growth’

In recent weeks, the news has grown steadily worse for WeWork. The company postponed its planned IPO amid concerns from the investment community over its financials. Revenue doubled to $1.5bn in the first half of this year, but net losses increased 25% to -$904m over the same period of time. Its valuation dropped from $47bn to $8bn. Last week, WeWork laid off 2,400 […]

How journalism can survive and thrive

My new column is live in The Drum: How journalism can survive and thrive Should mainstream news outlets first and foremost create profits for shareholders or neutrally, objectively and thoroughly educate the public? That is the battle for the soul of journalism today. From bias to neutrality and back The idea that journalists should be […]