Two seasoned digital media figures are relocating to Scotland to launch a consultancy focused on one of the internet’s busiest platforms — YouTube.
Caitlin Meek O’Connor and Mark MacDonald, a married pair with heavyweight experience in broadcast and online content, have unveiled Ferry, a service aimed at helping companies build strategy, teams, and structures for video and social operations.
A Move That’s Both Business and Personal
For the couple, Scotland offers more than just a backdrop. It’s a base for a new chapter. Meek O’Connor leaves her post as head of Night Train Digital after two years, while MacDonald has wrapped up consultancy work following his exit from Banijay Entertainment earlier this year.
They’re betting on a growing demand for smart, platform-specific guidance. And YouTube — with its billions of daily views and constantly shifting algorithms — is the first port of call.
Career Histories That Read Like a Media Who’s Who
Meek O’Connor’s resume is a tour through high-level roles at both traditional and digital outfits. Six years at Little Dot Studios as Programmes and Acquisitions chief. Stints at Beyond Rights, Drg, Mercury Media, and even the BBC. More recently, she was steering strategy at Night Train Digital, part of London-based Night Train Media.
MacDonald’s career also loops through Little Dot, where he held senior posts before stepping into Banijay Entertainment as Global Head of Social Media. His recent consultancy work has kept him embedded in the fast-moving social video space.
Why YouTube, Why Now
Both founders point to the platform’s evolving role in entertainment, news, and brand communication. YouTube is no longer just a place for viral clips; it’s an economic ecosystem.
For businesses, the challenges are familiar:
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Building a consistent content pipeline.
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Navigating policy changes and monetization tweaks.
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Structuring teams that can adapt quickly to platform shifts.
As MacDonald put it in a casual chat last week, “YouTube is a beast. If you’re not feeding it right, it’s gonna wander off somewhere else.”
The Consultancy Model They’re Building
Ferry will start lean but aims to cover the full cycle of video strategy. That means audits of existing channels, long-term publishing calendars, audience growth plans, and training for in-house teams.
Unlike agencies that handle creative execution end-to-end, Ferry wants to slot in as a structural adviser — giving clients the tools, staffing patterns, and operational rhythms they can maintain themselves.
Here’s a quick snapshot of what they’re offering:
| Service Area | Example Deliverables | Target Clients |
|---|---|---|
| Channel Strategy | Brand positioning, content pillars, publishing flow | Media companies, lifestyle brands |
| Audience Growth | Analytics review, trend mapping, subscriber goals | Startups, digital-first publishers |
| Team Development | Job role mapping, recruitment input, workflow setup | Corporates entering digital video |
Scotland as a Strategic Choice
The decision to set up shop north of the border wasn’t just about lifestyle. The couple says Scotland has untapped potential for digital-first production, especially with government and industry backing for creative sectors.
Film and TV hubs in Glasgow and Edinburgh already attract big names. Now, the founders see an opening for digital video consultancy to grow alongside those industries.
One industry contact suggested Scotland could become “a satellite for global YouTube operations” if companies tap into local talent pools.
Industry Context — A Crowded but Hungry Market
YouTube consultancy is not a new concept. But the market is fragmented. Some agencies offer one-size-fits-all services, while others focus narrowly on influencers. Ferry is positioning itself between those poles — working with established companies that need scalable, sustainable systems rather than quick hits.
The timing might be right. Ad spend on digital video in the UK hit £5.9 billion in 2024, according to the Internet Advertising Bureau, with YouTube still a dominant channel. Brands are diversifying spend, but few can afford to neglect YouTube’s reach.
A Partnership Rooted in Shared Experience
Colleagues say the pair’s chemistry comes from working together at multiple stages of their careers. That shared history might help them navigate client needs without the friction that sometimes plagues co-founders.
Meek O’Connor summed it up: “We’ve worked together, separately, in-house, and as consultants. Ferry is basically all those lessons boiled down.”
Looking Ahead
In the coming months, Ferry will target both UK-based companies and international clients willing to operate remotely. They’re already lining up early contracts, though they won’t disclose names just yet.
What’s clear is the pair’s confidence that brands will keep investing in YouTube, even as competition from TikTok, Instagram, and emerging platforms heats up. “It’s not about betting on one platform forever,” MacDonald said, “but right now, YouTube is still the king of long-term value.”
