Base Creative is now exceptional™
After 20 years as Base Creative, we’ve rebranded as exceptional™. Here’s why, what’s changed, and what it means for the organisations we work with.
Iain Scott
CEO & Founder
Iain Scott founded the agency in 2006, in the very early days of digital marketing, and has spent nearly two decades helping B2B and complex organisations grow through search, content, performance marketing, and brand-led demand generation. Over that time, he has worked with charities, scale-ups, global brands, and listed companies, evolving alongside every major shift in how people discover and evaluate businesses online.
His work sits at the intersection of strategy, marketing, and technology, with a particular focus on how brands stay visible and relevant in an AI-first world.
Iain is the author of two books on modern marketing, 50 Days of Social Media (2017) and Amazon Best Seller, Socialise (2024), and was a regular guest lecturer at City, University of London. He is also an active voice in the industry as a podcast host, having previously hosted Sharing Social (2020–2021) and currently co-hosting Pitch Purpose (2025–).
He is known for combining clear strategic thinking with practical execution, and for building long-term partnerships rather than short-term campaigns.
Here’s my recommended reading
AI is changing Search Marketing. Are you changing your strategy?
Google’s search experience is changing – fast. Iain Scott explains how AI Overviews and AI Mode are reshaping search, and what your business needs to do to.
What AI means for your digital marketing strategy
In our new video series, our team explains the role of AI can play in your digital strategy, starting with Iain Scott, Director of Growth at exceptional™.
To have a positive impact, you need to be profitable – that’s where exceptional™ comes in
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