Two of Scotland’s most experienced communications professionals have launched True North, a new strategic advisory firm headquartered in Aberdeen.
Geoff Aberdein and Fergus Mutch have formed a partnership specialising in public policy insight, advocacy expertise and communications strategies, with a focus on those those navigating the transition to net zero emissions.
Aberdein is former global head of public affairs, policy and campaigns at abrdn and former chief of staff to the First Minister of Scotland.
Mutch is the former head of communications and research for the Scottish National Party.
The two managing partners are joined by Aileen Easton, a communications professional with a background in government communications and national newspapers, as chief corporate affairs adviser.
Lending his insight as the partnership’s business ambassador is Martin Gilbert, co-founder and retired chief executive of Aberdeen Asset Management and presently chair of AssetCo, Revolut, Aberdeen’s Net Zero Technology Centre and Scottish Golf.
True North is headquartered in Bon Accord Square in Aberdeen.
Clients already include ETZ, the not-for-profit company chaired by Sir Ian Wood, along with his Opportunity North East venture, as well as Aberdeen & Grampian Chamber of Commerce and Scottish Financial Enterprise.
Aberdein commented: “True North is already making positive change happen for a number of organisations and I’m delighted that, by launching this partnership, we are in a position to grow the business as well as the scale of support and services we offer to enhance our clients’ profile and reputation.
“Many businesses are seeking expert advice and guidance in navigating the policy and communications landscape through a crucial period of economic recovery and the transition to a low carbon economy - True North has the team and expertise in place to support them in identifying and maximising the opportunities as part of this process.”
Mutch said: “Geoff and I have worked closely together for many years, on high-profile campaigns and media strategy.
“We’re both proud of our North East roots, and understand the leading role our home city is already playing in the net zero revolution.
“We’re excited by what the future holds for True North, eager to work with new partners as we grow and will be actively building capacity in our team in the months ahead.”
Gilbert added: “I know Geoff and Fergus well, having worked with them both over a number of years.
“They offer a deep knowledge of policy and communications, they’re effective operators and have a proven track record in getting things done.”
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