True North provides impactful advocacy, policy and communications advice to a range of businesses and organisations.

We see the bigger picture and do what no-one else can do. We join the dots, pull the right levers, engage with the right people, embed ourselves in organisations and work in partnership to influence positive change.


Developing innovative strategies for change.

Public Policy

Navigating the ever-changing policy landscape.


Creating impactful, reputation-enhancing campaigns.

Net Zero Leaders

Maximising opportunities in the global race to net zero.

Who We Are

Geoff Aberdein

Managing Partner

From 2015 to 2021, Geoff was Global Head of Public Affairs, Policy & Campaigns at abrdn plc, overseeing the company’s strategic communications and engagement with industry bodies, political and diplomatic stakeholders across all the international jurisdictions in which it operated. Prior to that, Geoff spent seven years as an adviser to the First Minister of Scotland, with four years as Chief of Staff.

Geoff is passionate about sport and is currently chairman of the Observatory for Sport in Scotland, a charity seeking to increase grass roots community participation in physical activity. He is a keen golfer and a fan of Aberdeen Football Club.

Fergus Mutch

Managing Partner

Between 2015 and 2020, Fergus was the SNP’s Head of Communications and Research during an intense political period covering five elections and the EU referendum. He is a well-respected political and communications consultant and regular columnist and commentator on Scottish politics.

Fergus studied law at the University of Glasgow and University College London. He is a keen musician, playing piano and bagpipes, and is a trustee of arts venue St Margaret’s Braemar. He lives in the heart of the Cairngorms National Park and makes the most of opportunities to go hiking, skiing and fishing whenever possible.

Aileen Easton

Chief Corporate Affairs Adviser

Aileen has operated across the media and government landscape throughout her career. With a background in Scottish national daily newspapers and media start-ups, Aileen moved into the public sector in 2007 when she joined the Scottish Government. She held various roles during this time, including Head of News and Deputy Director of Communications.

Most recently, she was communications manager for Europe, Africa and the Middle East with Bechtel, the US Engineering, Procurement and Construction company. Aileen’s career to date has seen her develop deep expertise in solving complex communications challenges in partnership with stakeholders, as well as advising on reputational issues. A voracious reader, Aileen volunteers at her local bookshop and enjoys the benefits of country life.

Martin Gilbert

Business Ambassador

Martin co-founded Aberdeen Asset Management in 1983, steering the firm from 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, Aberdeen’s Net Zero Technology Centre and Scottish Golf. Martin Gilbert lends True North his considerable insight as the partnership’s business ambassador.

A keen golfer, Martin enjoys sailing and skiing with his wife Fiona – professor of radiology at Cambridge University – and their three children. Gilbert received an honorary doctorate from Heriot-Watt University in 2014 and was elected a Fellow of the Royal Society of Edinburgh in 2017.

Our Story

True North

The name True North is inspired by Geoff’s late father’s fish merchant business which operated successfully in Aberdeen for over 25 years. We are a company proud of our roots in the North East of Scotland. 

Northern Lights

True North’s dynamic brand evokes the Aurora Borealis – the Northern Lights – famously associated with Aberdeen. On clear nights this natural phenomenon can be seen in the south of England. While we’re headquartered in the North East of Scotland we make change happen for organisations across the UK.

Pulling in one direction

Our company name aligns seamlessly with our values: ‘true’ (transparent in our approach) and ‘north’ (delivering quality advice beyond your expectations). Our brand hints at a shoal of fish pulling in one direction with common purpose, and a wave, reflecting the forces of change.

How we work

‘True North sees the bigger picture, pulls the right levers with the right people and puts your needs at the heart of everything it does.’

Martin Gilbert, Business Ambassador

Communication Experts

We deliver valuable, media-ready content and impactful campaigns. True North provides thoughtful reactive responses while always promoting and protecting your reputation.

Connected Advocates

We have longstanding relationships with senior industry leaders, and political and media stakeholders. True North brings key people together to advocate change on your behalf.

Policy Specialists

We know how Government works and understand how policy is made. True North works explore how decisions impact you and how you can impact decision-making.

Strategic Thinkers

We are forward-thinking and results-driven. True North can provide advice and support today that is focused on delivering what you need to achieve future longer-term ambitions.

Find out more about how we work by contacting us on 01224 605 100 or clicking here

Get in touch

Making Change Happen

Get in touch

Drop us an email or give us a call on 01224 605100 and let's start a conversation.

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