Q&A with guest online editor Ian McAteer

The law forces you to think logically. To analyse evidence. Not to accept things on face value or rush to conclusions. To be very specific and precise. To use language carefully. To value everyone’s rights. To construct and deliver reasoned argument. All these skills have, I think, helped me. But it is ultimately only the judgement of our clients and staff as to whether it has.

What is the best lesson you've learned in marketing?

Think carefully about the offer you are making to the consumer. Go home and ask your wife/husband/friends/family. Will it really make the sale? So often we fail to offer real value or a real benefit. Marketing won’t work without offering the consumer something worthwhile.

What advice do you give to a team in the agency ahead of a pitch?

I don’t give them advice. I ask them if they are up for it. We had a big pitch recently when we were up against two of the best agencies in Scotland. They both had a head start, and arguably had an inside track. We had two days to turn the pitch around; we were rank outsiders. The Union team met to discuss the pitch and the room was full of defeat and negativity. I asked everyone if we were up for it. They grudgingly agreed (we needed the business – who doesn’t?) and then continued to moan and groan and be negative. I told them I would walk out the room and have nothing to do with the pitch if I heard one more negative comment. We worked like Trojans for two days – and to everyone’s amazement we won the business. I think the biggest role I have in pitches is to lead the team. They’re talented and smart enough to do the rest.

What is your stance on social media?

I don’t have one. It’s there. I feel no need to be ‘for’ or ‘against’. Perhaps that’s the lawyer in me. Look at the evidence. Use it where it has a role. Ask the difficult questions. Why are we doing this? Social media has joined the rich palette of tools we now have in marketing – email marketing, SMS, e-commerce, etc. - but sometimes the old fashioned channels can be the best ones. Some of the best results we have got on Organ Donation for the Scottish Government have been through field marketing – but then our new e-Christmas Card for the Scottish Government is proving equally successful.

What can we expect to see from The Union in 2011?

Expect to see our creative product up there with the best as it has been for the last ten years. Expect to see the effectiveness of our work across advertising, direct marketing, digital and design setting standards. 2010 hasn’t been a vintage year for us - (despite being named Marketing Star Agency of the Year and topping the Scottish Advertising Awards) - so we have a desire to make 2011 a better year. There’s no question that the public sector cuts will make 2011 tough for everyone in Scotland – but we’re fortunate not to be too reliant on this sector in our client mix, and fortunate that the spread of our business is across the marketing disciplines – with our below the line and digital offering stronger than it has ever been.