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Biography of Carol Samms, Managing Director

After 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.

During 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.

After 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.

During 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 conference.

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