by Samuel Scott | Apr 14, 2021 | Marketing Essays
My new column is live in The Drum: The Burger King? A look at the maverick brand’s sales during Fernando Machado’s CMO reign On one hand, Burger King’s creative campaigns during the tenure of former CMO Fernando Machado received much acclaim, including top...
by Samuel Scott | Mar 11, 2021 | Marketing Essays
My new column is live in The Drum: A brand is more quantifiable than we think. In his new Promotion Fix column, Samuel Scott uses an outdoor campaign for a new vegan cheese to show an example of how to build a strong one and why OOH can be very effective. After a...
by Samuel Scott | Feb 17, 2021 | Marketing Essays
My new column in The Drum today looks at Clubhouse in the context of the myths and realities of social media: LinkedIn has many 25-year-old wannabe life coaches and motivational speakers who are inspired by Gary Vaynerchuk and masquerading as professional marketers....
by Samuel Scott | Jan 12, 2021 | Marketing Essays
My new column is live in The Drum: How Israel launched a world-leading Covid-19 vaccination campaign Israel has vaccinated a vastly greater percentage of people against the coronavirus than any other country so far. In this edition of The Promotion Fix, newly...
by Samuel Scott | Dec 15, 2020 | Marketing Essays
My new column is live in The Drum: 2020’s surprising top three marketing trends There were many predictions about how the coronavirus pandemic would affect the marketing industry. Well, in his traditional year-end review column, The Drum columnist and keynote speaker...