Scott Thomas

Co-founder & CEO Creatively Squared

Scott Thomas is Co-founder and CEO of Creatively Squared, a platform helping global FMCG brands including Unilever, Nestlé, P&G, Mars, Kimberly-Clark and Coca-Cola improve the effectiveness of paid social advertising through structured creative experimentation.

With a background in science and strategy consulting, Scott approaches marketing as a problem-solving system rather than a campaign discipline. His work focuses on how brands design test-and-learn loops on social platforms that connect creative decisions to measurable commercial impact.

Scott works with marketing teams to close the gap between creative, media and measurement, helping organisations move from activity-driven execution to outcome-driven optimisation grounded in real consumer response. At Digital FMCG London, he brings a practical perspective on how leading brands are rethinking experimentation on paid social to improve media effectiveness and ROI.

Day 1 | 3rd March

9:20 AM Panel: How can you leverage test-and-learn cross-channel strategies to optimise your media mix and boost ROI?

Today’s media landscape is more fragmented - and fuller of opportunity - than ever before. From TikTok to Amazon to your owned eCommerce channels, brands are tasked with navigating a complex web of platforms while maintaining clear, consistent, high-performing messaging. This session explores how to drive measurable results across a diverse channel mix using full-funnel attribution, advanced ROI analysis and a dynamic test-and-learn approach. Discover how leading marketers are maximising impact through agile experimentation, smarter media allocation and connected brand experiences that resonate across every touchpoint.

3:40 PM How to design full-funnel media strategies to deliver greater ROI in a fragmented landscape

As commerce journeys become more complex and media channels more fragmented, building a high-performing, full-funnel strategy requires tighter integration across paid, earned, and owned touchpoints. In this workshop, you’ll explore how to connect brand-building and performance media, how to align retail media with upper-funnel planning, and how to track and optimise media effectiveness across platforms and formats.

Check out the incredible speaker line-up to see who will be joining Scott.

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