MAKE CHANGE HAPPEN.

For impactful communications campaigns, effective engagement strategies or advice on public policy, True North’s advisors are the best in the business.

Advocates for Business
Communication Experts
Leadership and Policy Specialists

True North draws upon unrivalled combined experience working at the most senior levels of national government, global businesses and media outlets.

At True North, what you see is what you get. Our pledge to you is direct access to and support from our talented advisors.

Geoff Aberdein

Managing Partner

T: +44 (0) 1224 605 100

Geoff’s strategic vision and tactical insight is valued at the highest level of business and politics. Between 2015 and 2021, he was Global Head of Public Affairs, Policy and Campaigns at abrdn plc, overseeing the company’s strategic communications and engagement. Prior to this, Geoff spent seven years as a special advisor to the First Minister of Scotland – including overseeing the SNP’s 2011 Scottish Parliament election victory – with four years as Chief of Staff. In addition to his work with True North, Geoff currently co-hosts Times Radio’s ‘Holyrood Sources’ podcast. He is a lifelong fan of Aberdeen Football Club, a board member of the club’s Community Trust and a keen golfer.

Specialisms:  

  • Strategic Advice and Campaigns 
  • Public Affairs and Government Relations 
  • Financial Services 
  • Energy and Net Zero 
  • Inward Investment 

Fergus Mutch

Managing Partner

T: +44 (0) 1224 605 100

Fergus is a renowned expert in campaigns, media relations and policy analysis. Between 2015 and 2020, he was the SNP’s Head of Communications and Research, leading on media strategy and policy research across five election victories and the EU referendum. As well as being a regular commentator on Scottish politics and economics, Fergus is recognised as an expert authority on energy and net zero policy. Fergus studied law at the University of Glasgow and University College London. When he is not working he enjoys music, fishing and hill walking in the Cairngorms.  

Specialisms: 

  • Strategic Advice and Campaigns 
  • Media Relations 
  • Crisis Communications 
  • Policy Analysis and Research 
  • Energy and Net Zero

Aileen Easton

Chief Corporate Affairs Advisor

T: +44 (0) 1224 605 100

Having worked at a senior level in consumer journalism and the civil service, Aileen is experienced at delivering media campaigns, solving complex communications challenges and advising on reputational issues. Aileen began her career in journalism where she led feature desks at major national newspapers and launched UK consumer magazines. Having joined the Scottish Government in 2007, she rose to be Head of News and Deputy Director of Communications.  

Specialisms: 

  • Business and Consumer PR 
  • Reputation Management 
  • Tourism and Sport 
  • Event Management  
  • Product Launches

Andrew Liddle

Senior Advisor

T: +44 (0) 1224 605 100

Andrew is an award-winning writer and former political advisor. He currently writes a weekly column for The Courier, and previously served as Political Correspondent for Scotland’s best-selling quality newspaper, The Press and Journal. He is also the author of two books on Scottish history and politics, and has worked as an advisor to the Scottish Labour Party and the US Consulate General in Edinburgh.   

Specialisms: 

  • Thought Leadership 
  • Speechwriting  
  • Political Analysis 
  • Labour Party Relations 
  • Media Relations
  • Financial Services

Dr. Eilidh Whiteford

Senior Advisor

T: +44 (0) 1224 605 100

Having served as MP for Banff and Buchan for almost a decade, Eilidh offers invaluable experience and knowledge of Scottish and UK politics. As well as holding the Environment and Rural Affairs, and Work and Pensions portfolios, Eilidh also sat on the Scottish Affairs Select Committee. Prior to her election, Eilidh built a successful career in the third sector, working in senior roles, where she honed her reputation as a strategic thinker and political analyst.  

Specialisms: 

  • Strategic Advice  
  • Political Analysis 
  • In-depth Policy Research 
  • Select Committee Training  
  • Public Affairs and Government Relations
  • Agriculture and Food and Drink

Susan Cowie

Operations Manager

T: +44 (0) 1224 605 100

Susan has significant operational and organisational experience, having managed constituency election campaigns for both Westminster and Holyrood, as well as serving several years in the office of an MP. With a background in housing, she has also worked in the Third Sector and has been involved in politics at a local level. Susan currently divides her time between Deeside and Edinburgh.

Specialisms:

  • Office Administration
  • Team Organisation
  • Forward Planning 
  • Client, Stakeholder and Supplier Liaison 
  • Event Management

Insights & news

North East’s first roundtable with First Minister
Geoff recently chaired and moderated a roundtable discussion in Aberdeen with First Minister John Swinney at Energy Transition Zone Ltd’s W-Zero-1 building on the importance of the North East of Scotland’s role in driving sustainable economic growth for the regional and wider Scottish and U.K economies. The roundtable included senior business leaders representing the region’s Life Sciences, Digital, Energy, Academic, Cultural, Food, Drink & Agriculture sectors as the First Minister made his first visit to the City since taking office. Attendees had the opportunity to raise both the opportunities and challenges their respective organisation’s face and all were steadfast in their long term commitment to contribute to the region’s continued success…
Read more
  • Insight & Analytics
  • Oil & Gas
General Election called for 4th July
The Westminster rumour mill starting whirling furiously earlier in the day, with Senior Cabinet members pulling out of scheduled media interviews left, right and centre and Foreign Secretary David Cameron summoned home from Albania for talks this afternoon at Number 10. The SNP’s Westminster leader Stephen Flynn sought to nail down the Tory leader on the question at PMQs at lunchtime and Sunak’s answer was as revealing as it was cryptic. On the steps of Downing Street, in the rain, just after 5pm, Rishi Sunak put speculation to bed and pulled the trigger…
Read more
  • Political Analysis
  • Polling
North East’s first workplace menopause event is Flushed with Success
Over 50 senior businesswomen from across the North East attended a unique breakfast event in Aberdeen to discuss how employers can better prepare for the menopause. Organised by Aileen Easton, Chief Corporate Affairs Advisor at True North Advisors, Shona Macaskill of Gary Walker Wealth Management and Ali Findlay, Chief Executive of The Lane, Flushed with Success is the first event of its kind in the North East…
Read more
  • Uncategorized

Our story

True North is a young firm, launched in 2022, but we draw upon decades of experience in business, government and the media. We’re proud of our roots in the North East of Scotland and now represent clients operating right across Scotland, the UK and internationally.