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Kate Scott-Dawkins

Analyst

Kate Scott-Dawkins is one of the most influential analysts in the global advertising industry, serving as the primary architect of GroupM's widely cited annual and mid-year global advertising expenditure forecasts. Her reports — covering hundreds of billions of dollars in media investment across dozens of markets — are treated as benchmark intelligence by media owners, advertisers, agencies, and investors alike, making her work a foundational input for strategic planning across the entire ecosystem. As Global President of Business Intelligence at GroupM, the world's largest media investment company, Scott-Dawkins oversees a team responsible for synthesizing macroeconomic trends, platform-level data, and market-specific dynamics into actionable forecasts. Her analysis regularly surfaces in major financial and trade press, and she is a sought-after voice for contextualizing shifts in digital versus traditional media spend, the rise of retail media, connected TV growth, and the evolving role of AI in advertising investment. Scott-Dawkins rose through GroupM's research and intelligence functions, building deep expertise in media economics and cross-market investment analysis. Her ability to translate complex, multi-variable data into clear narratives for both industry insiders and broader business audiences has distinguished her as a rare analyst who bridges rigorous quantitative work with accessible thought leadership. She is a regular presence at major industry conferences and frequently quoted in outlets including the Wall Street Journal, Financial Times, and AdAge.

Last updated Jun 11, 2026 by ATDb automated enrichment · Connections updated Jun 15, 2026

Role
Global President, Business Intelligence
Company
GroupM
Based
New York, New York, United States
Connections
1
Years in industry
15 years

Bio

Kate Scott-Dawkins is one of the most influential analysts in the global advertising industry, serving as the primary architect of GroupM's widely cited annual and mid-year global advertising expenditure forecasts. Her reports — covering hundreds of billions of dollars in media investment across dozens of markets — are treated as benchmark intelligence by media owners, advertisers, agencies, and investors alike, making her work a foundational input for strategic planning across the entire ecosystem. As Global President of Business Intelligence at GroupM, the world's largest media investment company, Scott-Dawkins oversees a team responsible for synthesizing macroeconomic trends, platform-level data, and market-specific dynamics into actionable forecasts. Her analysis regularly surfaces in major financial and trade press, and she is a sought-after voice for contextualizing shifts in digital versus traditional media spend, the rise of retail media, connected TV growth, and the evolving role of AI in advertising investment. Scott-Dawkins rose through GroupM's research and intelligence functions, building deep expertise in media economics and cross-market investment analysis. Her ability to translate complex, multi-variable data into clear narratives for both industry insiders and broader business audiences has distinguished her as a rare analyst who bridges rigorous quantitative work with accessible thought leadership. She is a regular presence at major industry conferences and frequently quoted in outlets including the Wall Street Journal, Financial Times, and AdAge.

Career

  • Director, Business Intelligence

    GroupM · prior to current role

  • Research and Intelligence roles

    GroupM · early career

Expertise & education

Expertise

Global Advertising Expenditure ForecastingMedia Investment AnalysisDigital vs. Traditional Media TrendsRetail MediaConnected TV (CTV)Programmatic AdvertisingMacroeconomic Impact on Ad MarketsCross-Market Media Economics

Speaking topics

Global advertising spend trends and forecastsThe rise of retail media and its impact on traditional media budgetsConnected TV and streaming advertising growthAI's influence on advertising investment and media planningMacroeconomic factors shaping media markets

Recognition

Notable achievements

  • Primary author of GroupM's annual 'This Year Next Year' global advertising forecast, the most widely cited report of its kind in the industry
  • Elevated GroupM's Business Intelligence function to a globally recognized source of media investment benchmarking
  • Regularly quoted in tier-one financial and trade press including Wall Street Journal, Financial Times, and AdAge as an authoritative industry voice
  • Forecast reports have consistently shaped advertiser and media owner budget planning cycles globally

Publications

  • GroupM 'This Year Next Year' Global End-of-Year Advertising Forecast (annual)
  • GroupM Mid-Year Global Advertising Forecast (annual)
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