Tom Scott is a senior communications strategist with over 25 years of experience in brand strategy, media planning, and account management. He currently serves as Senior Vice President and Managing Director of Brand Strategy at Horizon Media in Los Angeles, where he leads a team of 24 strategists and manages $200 million in billings across 12 accounts. Previously, he held executive roles at Optimedia/ZenithOptimedia, where he oversaw the agency's largest account and led new business pitches securing over $290 million in annual billings. He has extensive experience developing award-winning strategic and digital campaigns for clients in various industries.

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TOM SCOTT
homeofscotts@gmail.com  214.417.5874
www.linkedin.com/in/tomscottmedia
SENIOR COMMUNICATIONS STRATEGIST
Managing Director ~ Senior Vice President of Brand Strategy ~ Media Account Management
Innovative, Concept-driven Executive pushing first to market thinking within the ever-changing
communications planning arena of a large media agency. Leading with a partnership-oriented approach to
create award-winning campaigns with robust ROI for clients.
HIGHLIGHTS OF EXPERTISE
CAREER SUMMARY
HORIZON MEDIA, LOS ANGELES, CALIFORNIA
Took a Senior Executive position in Horizon’s LA office for the chance to lead a large team over a broad and
active account list. Recruited to push strategy, driving teams to take steps beyond the easy numbers, and
pointing to higher level ideas for brands that have become comfortable.
SENIOR VICE PRESIDENT, MANAGING DIRECTOR BRAND STRATEGY (8/2015 to Present)
Leadership Highlights:
o Strategic Mentoring: Working to ignite the concept of strategic communications planning across a team
of 24 brand strategist.
o Diverse Account List: Managing 12 Accounts totaling $200MM+ in billings. National, Regional, and
Locally focused efforts across a wide range of industries – Auto, Health Care, Entertainment
o Maximizing Connections: Building relationships with 13 agency partners, as well as Horizon’s internal
activation teams (National Broadcast, Local Broadcast, Digital, OOH). Creating a Brand Strategy team
that builds success through looking out to partner vs. siloed ownership
o Horizon Management Lead: Member of the Horizon LA’s Executive Committee. Team of 8 that
creates and approves all operations within the LA office.
Southern California Honda Dealer Association (8/2015 – Present) Stewarding Horizon’s partnership with
Secret Weapon bringing the agency’s market strength and digital innovations to the competitive Tier 2
Automotive category – Championing Random Act of Helpfulness across Southern California.
o Helpful at Super Bowl 50: Working with Uber, KCBS, & SW to create a first to market promotion
where SoCal Honda Dealers paid for all requested Uber rides in LA – for the two hours after the final
whistle. Launched in-game with a third quarter local spot, the consumer reaction was positive and
immediate. By the end of the night, over 23K people had used the HELPFUL Uber code. The effort
exceeded every metric set – except for the conservative estimate on ride cost. Everyone involved
agreed – this was SoCal Honda’s most HELPFUL moment.
 Holistic Agency Coordination
 Client Account Management
 Internal Media Group Leadership
 New Business Leadership
 Strategic Platform Development
 Strategic Digital Campaigns
 Recognized Innovation
 Consumer Insight Creation
 National Media (Broadcast
& Digital) Expertise

2. Tom Scott : homeofscotts@gmail.com : 214.417.5874 : linkedin.com/in/tomscottmedia : Page 2
OPTIMEDIA / ZENITHOPTIMEDIA/ PUBLICIS GROUPE/BLOOM FCA!/THE BLOOM AGENCY, Dallas, Texas
Promoted to Executive role through a path of increasing scope and responsibility from Assistant Planner to
overseeing the 3rd
largest account in the Optimedia network
SENIOR VICE PRESIDENT, COMMUNICATIONS PLANNING (2/1991 to 8/2015)
Leadership Highlights:
o New Business Scorecard: Presenting in winning pitches securing $290MM in annual billings for the
Dallas office. Leadership in media-only efforts, as well as pitches shared with messaging partners.
o Communications Planning Foundation: Development team for ‘OPEN’ Optimedia’s process for
merging creativity, insights, and accountability into programs that deliver on client objectives.
o Driven by Innovation: Record of implementing strategic innovations with clients, looking beyond just
‘new’, and working towards ‘new with purpose’
Pizza Hut, SVP Group Communications Director (9/2011 to 8/2015): End-to-end development of National
Media plans including platforms, partnerships, and projects to position Pizza Hut as the leader in the very
competitive Pizza category.
o Secured The Big Win: Co-leader of Pizza Hut pitch team securing a win that increased revenue of the
Dallas office by 35% representing largest growth across five years.
o Pushing Ubiquitous Digital Ordering platforms: Initiated partnership with Pizza Hut and Microsoft
XBOX creating the first e-comm app within the XBOX live environment, creating a new sales channel
at the ideal decision point. Secured Hulu innovation allowing in-stream ordering without program
interruption; announced at Hulu’s 2015 Upfront presentation and recognized by Adweek as “real
innovation”.
o Proving Digital Investments: Increased Pizza Hut’s digital investment by +200% since taking over the
account. Worked to prove the value of digital to franchisees; who are not interested in ‘cool’, and have
decades of success with Television.
o Creating Super Bowl Entertainment: Worked to create a fresh content approach within NBC’s Super
Bowl Pre-Game show. For the first time, NBC Prime talent (30 Rock) was used within a brand
integration. The Super Bowl Sunday Takeover resulted in +6% same store sales growth vs. YAG and
$1M increase in online sales from 2011. Revisited the effort in 2015, creating Marry Me integration.
Denny’s, SVP Group Communications Director (2007 to 2011): Conceptualized and launched campaign to
create a unique re-appraisal moment for an American dining institution.
o The Grand Slam Giveaway: Planned and led communications for Denny’s Super Bowl/Grand Slam
Giveaway. The giveaway became a case study on how to execute events (Adweek). Generated +$50M in
free media exposure while increasing +7% guest count yearly growth.
Additional category/client experience includes:
o CPG: Purina Petcare; PowerBar; Nestle Beverage; Nestle Ice Cream; Bertolli Olive Oil, GSK OTC;
Owens Sausage; Boiron; Ross Labs Similac;
o Retail & Food: Zales Jewelry; TGI Friday’s; Arby’s; La Quinta; Krystals; Western Wireless
o Services: Orbitz (Online Travel); Curves for Women; ServiceMaster; American Airlines Cargo
EDUCATION & CREDENTIALS
BACHELOR OF ARTS, ADVERTISING
Texas Tech University, Lubbock, Texas / Collegiate Nationals - Road Cycling