Our Team.

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

Martin Gilbert

Chairman

Martin co-founded Aberdeen Asset Management in 1983, steering the firm from a small-scale investment boutique into a FTSE 100 company in its own right, before it merged with Standard Life. He is Chairman of AssetCo, Revolut, and Scottish Golf. Martin Gilbert lends True North his considerable insight as the partnership’s chairman and business ambassador. Martin received an honorary doctorate from Heriot-Watt University in 2014 and was elected a fellow of the Royal Society of Edinburgh in 2017.

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

Allister Thomas

Senior Advisor

An energy specialist since 2018, Allister joined True North from his role as editor of the respected industry publication Energy Voice. He has broken exclusives from the sector at a key time for its transition, ranging from policies impacting North Sea oil and gas to developments in burgeoning areas including floating offshore wind, hydrogen and carbon capture and storage. Allister has spent more than a decade as a journalist which, along with documentary-making and hosting the award-winning Energy Voice Out Loud podcast, has brought bylines in the Press and Journal and national media.

Specialisms:

  • Energy and Net Zero
  • Media Relations
  • Policy Research
  • Thought Leadership
  • Business to Business Relations
  • Events

Cameron Grant

Creative Advisor

Cameron is a renowned visual artist with more than a decade of creative experience. His work has included everything from designing political promotional campaigns to filming some of the biggest festival stages in the country. He is passionate about cutting edge aesthetic and is an expert in a range of creative disciplines including branding, filmmaking, graphic design, and illustration.

Specialisms

  • Graphic Design
  • Film Production
  • Creative Direction
  • Web Design
  • Content Creation
  • Illustration

 

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