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

Challenges for Labour and SNP as both jostle for poll position
We’ve released the latest results of our new Scotland-wide poll today — this time looking at the political lay of the land, in this a General Election year. What’s clear is that Labour continues to breathe down the SNP’s neck. 36% of Scots would vote SNP in a UK General Election, placing support for the party just a nose ahead of Labour on 34%. The Conservatives and Liberal Democrats could expect to pick up 16% and 8% of the vote respectively. On seats from these numbers (based on new constituency boundaries) Prof Sir John Curtice projects 23 apiece to the SNP and Labour, 6 seats for the Tories and 5 for the Lib Dems. The SNP would enjoy…
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  • Uncategorized
Geoff and Panel
The morning after the budget before
The latest Scottish Government budget was the most significant of the devolution era. In her first public event since she announced her tax and spend plans yesterday, speaking at a True North business breakfast in Edinburgh Finance Secretary Shona Robison defended her decision to significantly raise personal taxation, saying she had to make “wicked decisions and choices” to protect spending on key public services such as the NHS. Among the headline budget announcements was the creation of a new 45 percent tax band on incomes between £75,000 and £125,140, while the top rate of tax was also raised to 48 percent. Meanwhile, the higher..
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  • Events
  • Insight & Analytics
  • SNP
  • Tax
Happy New Year for Keir?
anuary is hardly the optimal season for camping in Scotland, but with a General Election looming it was only to be expected that the New Year bells would be accompanied by a flurry of political tent pitching. Rishi Sunak’s beleaguered government is rapidly running out of time to turn things around, but despite Labour’s sustained and substantial lead in the polls, the Tories have not yet thrown in the towel. Although the Prime Minister has indicated a preference for an election in the second half of the year, he could well be bluffing. He’s certainly keeping his options open. Astute observers will have noticed that the date of the Spring Budget 2024 has been brought forward to 6 March, when the Chancellor is widely expected to hand out sweeties for everyone…
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  • Insight & Analytics
  • Political Analysis

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.