Scott Guthrie is the director-general of the Influencer Marketing Trade Body – the UK’s professional association dedicated to securing a robust, sustainable, and profitable future for the creator marketing industry. He is a non-executive director of the UK advertising’s rule-making body the Committee of Advertising Practice and co-founder of the European Influencer Marketing Alliance. Scott authored the entry titled: ‘Understanding Influencers’ in the Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs and wrote the chapter ‘Virtual Influencers: More Human Than Human’ for Influencer Marketing: Building Brand Communities and Engagement – an academic textbook published by Routledge.