Carol Samms, Managing Director
receiving a BA (Hons) Degree in International Marketing, Carol Samms
joined McCann-Erickson in 1975. She was Vice-President of Research for
McCann-Europe from 1986 to 1996, co-ordinating research and marketing
consultancy for the agency for many multinational companies.
this time at McCann-Erickson, she worked on many strategic marketing
assignments for clients such as Coca-Cola, Nestlé, Unilever, General
Motors, UPS, Du Pont, Black & Decker and L’Oréal. These
assignments ranged from consumer trend tracking, market feasibility
studies, business and marketing planning and primary research.
21 years at McCann-Erickson, Carol Samms established her own marketing
consultancy, Through the Loop, in August 1996. Through the Loop’s
primary focus is the integration of consumer, market and brand insight
to drive specifically to a range of possible business solutions.
1998, Carol has spoken at the Market Research Society's BIG Conference
and written for a number of publications including Pool, Research, Brand
Strategy and DEMOS Quarterly. In November 1998, Carol spoke at Esomar's
Telecoms conference in Rome. In May 1999, Carol spoke at the BIG