DUNCAN McEWAN Co-founder of Hedley McEwan
Did You Always Envisage a Career in the Media Industry?
Not at all although I was always interested in design. I remember as a kid in Bellingham walking to school past a bright red convertible and being fascinated by the badge. I subsequently asked for a book on commercial vehicles for my birthday and wrote to all of the manufacturers so I could collect the badges.
What has been your career path so far?
I loved Art and did an A Level at Wallsend College as well as qualifications in Engineering Drawing. Like many I struggled to decide on which direction to take. I toyed with being a set designer for the theatre and a map drawer after writing to ordnance survey.
However, much to my father’s disgust, I followed in his footsteps and joined the police force where I did surprisingly well. I was taken out of uniform and joined the CID and stayed for six years. I really did miss my natural vocation though. I kept my hand in designing posters for my mate’s band and local shops. I also designed the North Tyneside Police magazine. This led me to meeting creative consultants John Watters and Peter Mallon, who were based on Jesmond Road. I started to go into their office on my day off and learn the ropes and according to Peter I was like a sponge with a real thirst for knowledge. I did some design concepts for the advertising agency Neil Forsyth Associates and one day Neil visited us with a bottle of champagne as he’d won the business! I subsequently quit the force took a salary cut and joined Neil’s agency. I then moved to Robson Brown in 1986 where I stayed until 2011. Myself and Tom Hedley then formed Hedley McEwan after Robson Brown sadly went into administration.
What have been the biggest challenges you have faced so far?
With Robson Brown’s demise we had to save the MetroCentre’s Christmas campaign at very short notice. This was immensely satisfying and they went onto to be our first retained account after we successfully pitched for it. This was closely followed by Square One Law via Ian Gilthorpe. The whole Covid period was obviously hugely challenging but our biggest test came when four of the shopping centres we worked with – Braehead, Trafford Centre, Eldon Square and the Metrocentre, centralised all of their marketing. This came hot on the heels of Tom’s retirement and led to us sadly having to make some redundancies.
What services do you provide?
Very much all channels to market including Advertising, Brand invention and reinvention, design, video content, television and video and social media.
Tell us about your team?
We have a fantastic eight strong team headed up by our Managing Director Ruth Mattera who has worked with me for over 20 years and who is so creative and brilliant with clients, and Our Multi Media Director, Alan Cooke also remains from the original start up. Studio Manager Gareth Winter has now been with us for 10 years.
What is your greatest strength?
I suppose the ability to imagine and make stuff up, and for a creative, I’m pretty good with clients too!
What has been your proudest achievement?
I made a TV ad for Newcastle United which won a Gold TV Award. The idea came to me driving to work one day and seeing the whole skyline dominated by Churches and the clubs ground. I immediately knew how I wanted it to look and with the help of Director Ian Single we brought the “St.Nicholas, St.Matthews, St.Johns, St.James,” places of worship concept to life.
I’ve also enjoyed being a mentor to schools and after one presentation at Joseph Swan College in Gateshead I met a lad called Shaun who loved what I did and was desperate to make it in the industry. He was crestfallen when he didn’t make the grade on the creative side but subsequently became an Account Manager. Shaun now has his own very successful agency and I’m very proud that I played some part in his success. What are your remaining career aspirations? I have spent my whole career mentoring people and trying to create big ideas and creative strategy. I feel the digital world deems this as unfashionable and as Sir John Hegarty said “we have became an industry of stalkers instead of an industry of seducers.” I hope that Hedley McEwan can play a part in bringing great strategic brand ideas back.
How do you like to unwind?
I’ve just written a screenplay for a film and I’m also finalising my first novel and first play. After that I have plans to write a serial drama for TV. I suppose it would be fair to say that there aren’t enough hours in the day!
