Creativebrief Founder & Chairman Tom Holmes talks to Ian McAteer, Group Chairman, The Union.
Ian McAteer, Union
Ian is Chairman of The Union, one of the UK’s leading regional marketing agencies. Educated in Scotland, he studied law in England and practiced as a barrister in London. He then joined Saatchi & Saatchi London, becoming a Director in 1990. He worked on campaigns for BA, BT, BP, Campbell’s Soup, Cadbury and Schweppes.
Returning to Scotland he set up The Union in 1996 with three partners. Today The Union is one of Scotland’s leading creative agencies delivering advertising, design, direct marketing and digital communications from both Edinburgh and Leeds. The Union works for a wide range of clients including Scottish Government, VisitScotland, STV, Quality Meat Scotland, Miller Homes, Sterling Furniture, Scottish Enterprise, Scottish Development International, Weir Group, Scottish Widows, Buccleuch Group, National Trust for Scotland, and Whyte & Mackay.
The Union delivers services through specialist divisions: Union Direct for database and direct marketing, Union Digital for web and online, Union Connect for sales promotion and field marketing, Union Tech for web/mobile build and software development and The Union which focuses on advertising, design and brand development. The Union is a shareholder in the world’s largest independent agency network, Worldwide Partners, Inc. and also has a company based in Leeds. Ian is a Fellow of both the IPA and the Marketing Society, Chairman of the youth charity Project Scotland, a Trustee of the Scottish Community Foundation and a Governor of Merchiston Castle School.
TH: What does the Edinburgh brand stand for?
IMcA: The Enlightenment. Athens of the North. Festival. Aspiration and creativity. Scottish through and through.
TH: How do you think Edinburgh should position itself?
IMcA: As one of Europe’s greatest cities.
TH: Are the city’s brand values reflected in your own agency culture?
IMcA: We’re a creative agency – so yes.
TH: Does being based in Edinburgh influence your creative output? If so, how?
IMcA: When required, we do work with an authentic Scottish accent.
TH: What makes your agency offer different?
IMcA: Only agency in Scotland which delivers all comms channels from one business, under one roof. Integration without smoke and mirrors.
TH: Why should clients consider sourcing work from Edinburgh agencies?
IMcA: Creativity. Service. Value. Passion. We’re also not up ourselves.
TH: What sort of clients do you want to attract?
IMcA: We already have a wide mix – across sectors, geographies and across disciplines. We’re interested in working with anyone who values marketing and what it can do to grow brands and business.
TH: What Scottish brands do you most admire and why?
IMcA: Highland Spring – because it is a brand leader in a tough market. McEwan’s Ales – because it’s a great Scottish beer brand. Tunnocks – because nothing beats a Caramel Wafer. Both The Dalmore and Jura single malt whiskies – because they are the two fastest growing malts in the world – and we work for them. McSween’s Haggis – because we’re Scots – and haggis, neeps and tatties is the best meal ever.
TH: Are there any local marketers who have inspired you?
IMcA: All those who value Scottish agencies and/or are prepared to give them a chance. None of the many who don’t even spend two seconds considering a Scottish agency before they leap on the shuttle down to a lunch at the Ivy.
TH: What business would you most like to win?
IMcA: Coke. We’d love to have a pop at making it number one in Scotland.
TH: Thanks Ian.
Looks like you need to create a Creativebrief account to perform this action.
Create account Sign inLooks like you need to create a Creativebrief account to perform this action.
Create account Sign in
