Getting to know... Darren Davidson

In a new feature for Bdaily looking at the person behind the business profile, Darren Davidson, managing director of Newcastle-based media agency Route, talks about his career path, the delight he takes in supporting clients' journeys and time spent rubbing shoulders with music superstars.

Did you always want to work in marketing?

Not at all. I studied history at the University of Surrey and graduated in the mid-90s with no real idea of what I wanted to do next. 

A lot of my friends from university were heading into media and advertising. 

I landed a job at ITV in London as a spot booker – basically building TV advertising campaigns.

It wasn’t glamorous – lots of spreadsheets, moving advertising spots around all day to fulfil contracts, trying to keep TV buyers and clients happy. 

It all came down to relationships to get to an agreement.

You couldn’t just fire off an email and hope for the best, you had to speak to people and get on with them. 

That suited me, and I think being a friendly Geordie helped me stand out – people remembered me.

My educational background in history has been really useful. 

The study of history trains you to analyse events and understand why a particular outcome came about – the cause and effect. 

It’s all about analysis, research and modeling. And that’s a big part of what marketing is too.

What’s the best bit about your job? And the worst?

The best bit is problem-solving; trying to overcome a challenge for a client is an essential part of marketing.

There’s something really satisfying about putting all the pieces together, especially when the client turns around and says, 'You’ve made a real difference'.

We’ve picked up a fair few awards over the past few years, which is fantastic, but hearing directly from clients that we’ve helped grow their business means the most.

The worst is probably the frustration that comes when you’ve put the maximum effort into something, but it doesn’t land quite how you wanted. 

You’ve done your research, built a solid plan, delivered it as well as you possibly can – but it just doesn’t stick. And sometimes that’s out of your hands. 

What do you consider to be your greatest achievement?

Starting the business from scratch. I came back to Newcastle almost ten years ago after 20 years of working in London. 

I’d had a good career up to that point, but I wanted a fresh start. 

I was literally knocking on doors, trying to build a network and a reputation for great knowledge and thinking. 

And, slowly but surely, it grew.

Today, we’ve got a multi-million-pound business, a team of 20-plus people, more than 40 clients, and – I’d like to think – a reputation for delivering excellent work.

How do you relax outside of work?

Spending time with my two boys is the big one. 

Weekends are all about getting out as a family – we love exploring the Northumberland countryside. 

Whether it’s a walk through the hills and valleys, a day at the beach building sandcastles or a bit of rock pooling, it’s always good to get some fresh air and switch off.

That’s actually one of the big reasons we moved back to the North East. 

My partner Frances and I grew up on Tyneside and had brilliant childhoods, so we were really keen to give our kids the same experience.

And, of course, there’s the football.

I watch Newcastle every home game. But it’s not just about the match – it’s a big social thing too. 

A lot of my old schoolmates still go, so it’s a chance to catch up with friends I’ve known for over 40 years.

What makes the North East such a great place to live and work?

The people.

There’s a really strong work ethic up here. 

People are hard-working, easy to get on with and genuinely proud of where they’re from. 

There’s a strong sense of wanting to prove what the North East is capable of. 

We work with national and international clients, and we regularly compete with – and outperform – agencies in Manchester, London and beyond. 

It’s a brilliant place to raise a family, build a business and do proper, meaningful work.

Tell us something about you we didn’t know…

During my time working in London, I spent around ten years at what was then the UK’s biggest magazine publisher. 

They owned the NME, and I worked on the commercial side, which meant I got to go to loads of music events, gigs and private shows. 

I met the likes of Paul McCartney, Dave Grohl, Courtney Love, Damon Albarn and Jarvis Cocker.

But the one I seemed to bump into constantly was Noel Gallagher.

I’d see him all over the place – in the building, on the street, in pubs around Waterloo. 

I even lent him some cash for the cigarette machine in a pub. I never saw that money again. 

After a while, he’d give me a ‘not you again’ look. 

I wasn’t following him, but I can see why he might’ve wondered!

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