Creativebrief Founder & Chairman Tom Holmes talks to David Shearer, Managing Director, MediaCom Edinburgh
David Shearer, MediaCom Edinburgh
After studying English Literature at the University of Glasgow, David started his career in media as a TV buyer with Bartle, Bogle, Hegarty in London working across a variety of accounts. In 1990, he returned to Scotland to work for Struthers Morgan across all media, on business ranging from The Bank of Scotland and Scottish Power to The Milk Marketing Board and CR Smith. 1993 saw David leave Struthers Morgan for the role of Media Manager at The Bridge, with responsibility across a range of business including Baxters of Speyside, Health Education Board for Scotland and Scottish Power. He then returned to what was now called Morgan CIA (and subsequently CIA Scotland) in 1996 as Media Group Head.
After a period of five years working with CIA, ultimately as Associate Director, leading a team of people working on a client portfolio as diverse as Intelligent Finance, Hilton Hotels and Kwik-Fit, David moved to MediaCom Edinburgh. David has worked for MediaCom for just over 11 years. He is now responsible for managing a team of over 40 people handling business such as Subway, Standard Life, Baxters and QualitySolicitors among others.
David has been instrumental in helping MediaCom Edinburgh grow to be the largest media buying company in Scotland, working with the largest private and public organisations in Scotland and many more across the UK. David is 47 and married with two daughters. His educational legacy has left him with an enthusiasm for books that commandeers most of his free leisure time. Aside from this, sport, primarily football, and music, of the live, guitar variety, have been known to engage his attention.
TH: David, what does the Edinburgh brand stand for?
DS: Culture, tradition, old-fashioned stoicism and if the circumstances are right, innovation.
TH: How do you think Edinburgh should position itself?
DS: As above but with the additional attributes of a flexible, cost-effective approach.
TH: Are the city’s brand values reflected in your own agency culture?
DS: Yes, to the extent that we’re based here and all of our people live/work in the city.
TH: Does being based in Edinburgh influence your creative output? If so, how?
DS: No – it’s a global village these days.
TH: What makes your agency offer different?
DS: I believe our client service offering is second to none.
TH: Why should clients consider sourcing work from Edinburgh agencies?
DS: Why not? Any location-based obstacles are now supplanted by technology and all the other skillsets are firmly in place.
TH: What sort of clients do you want to attract?
DS: The kind of clients who genuinely want to work in a collaborative way with us and also understand that we’re a business which needs to make a profit. Yes, they do exist!
TH: What work have you done recently makes you really proud?
DS: There are plenty but we are a media agency so it’s quite difficult to provide the kind of examples you’re looking for.
TH: What Scottish brands do you most admire and why?
DS: Irn-bru: stick to their brand values in a humorous way and seem to be winning.
TH: Are there any local marketers who have inspired you?
DS: Generally, the clients we work with – it would be unfair to be any more specific.
TH: What business would you most like to win?
DS: Tennent’s Lager – I’ve said this before, it would be a true labour of love!! Scottish & Southern Energy – a genuinely Scottish company flourishing in an extremely competitive marketplace.
TH: Thanks David
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