For Jamie Riddell, studying Communication Studies at Queen Margaret Collegue (now QMU) opened the door to emerging technologies and ideas that were far ahead of their time. Drawn to the course’s innovative mix of technology, media, and communication, he developed the skills and confidence to explore new opportunities in the rapidly evolving digital landscape. Just three years after graduating, Jamie co-founded one of the UK’s earliest digital marketing agencies, helping shape the industry during the formative years of the internet.
Throughout a career spanning entrepreneurship, digital innovation, and business growth, the curiosity, creativity, and forward-thinking mindset he developed at QMU have remained at the heart of his success.
Your journey
What originally drew you to study Communication Studies at what was then Queen Margaret College?
I felt the choice of courses on offer were less traditional than a standard university which reflected my growing interests in computers, music and movies. I originally applied for the Information Management Course, moving to Communication Studies from year two, which gave me an even wider selection of relevant courses.
As a Scot who had moved South at an early age, I jumped at the opportunity to study a course I was interested in, in a city I loved.
Looking back, what aspects of your time at QMU had the greatest influence on your career path?
Queen Margaret gave me the ‘tools’ to go into a market ahead of the pack. I learned about subjects that were twenty years ahead of their time. Topics like (what became) Cloud Computing and Thin Clients plus the concept of a Global Village had me hooked. Coupled with the ‘hands-on’ opportunities to learn early Multimedia design, HTML coding and Internet research, which remain invaluable to this day.
My years at QMC (now QMU) also gave me confidence that I could try anything I wanted, starting with technology. Computers and the Internet were freely available, and as students, we were encouraged to be hands-on. It gave me the chance to learn things my own way, to try things and learn from them.
Entrepreneurship and Digital Innovation
Just a few years after graduating, you co-founded Cheeze, one of the UK’s earliest digital marketing agencies. What inspired you to take that leap into entrepreneurship?
As one of a handful of people in the advertising industry with early Internet experience, I was in demand. I moved jobs three times in as many years, but became frustrated with the ‘ceiling’ of traditional advertisers not grasping the scale of the opportunity. Starting our own agency (which I co-founded with my future wife, Katherine) was the opportunity to practice what I preached, whilst moving out of London to raise our daughter in the countryside.
What was it like building a digital business during such an early stage of the internet era?
Fast-moving and mostly fun! Every day there were new opportunities to try - small things like the arrival of Google, but also rapid maturation of the industry and growth of competitors, so we had to evolve almost daily to maintain a difference.
Looking back, what were some of the biggest opportunities — and challenges — of working in a rapidly evolving industry?
The opportunities were to be part of a rapidly growing market which offered us scale if we got it right, which we did. We featured in the Sunday Times Tech Track 100 for profit growth two years running, which was the precursor to our business being acquired.
The challenge was that emerging digital technologies rapidly became the industry standard. Our point of difference may only last a few months before we have to evolve. This also precipitated the commoditisation of the agency marketplace where the conversations moved from how well you can deliver the service to how cheap you can do it, a challenge the industry is seeing again with the promises of AI.
What skills or perspectives from your time at QMU proved most valuable as your career developed?
For my part of the business, which was to keep our skills and services ahead of the pack, my time at Queen Margaret helped with the confidence to try new opportunities and learn quickly. More basic skills, such as learning HTML, gave me the ability to review basic website code, which helped when we became one of the first agencies to offer SEO services.
Reflecting on QMU
Looking back now, what does being part of the QMU community mean to you?
I feel proud to be part of this supportive and welcoming community. I enjoy meeting other students and graduates, and I hope that, occasionally, future entrepreneurs can take some confidence in my own experiences.
Were there any lecturers, projects or experiences at QMU that particularly shaped your thinking or ambitions?
There are two experiences that forged my fascination with the Internet. Finding the full script for Monty Python’s Holy Grail on a Bulletin Board in Stamford USA was incredible. This was before the World Wide Web, and what would become Yahoo. Receiving an email from Japan just blew my mind.
In the classroom, I learnt ideas and skills that continue to help me today:
- Jim Herring taught us about the global village, and thin clients that would predate cloud computing. He even emailed us the lecture notes, something that was way ahead of the times.
- George McMurdo taught me ‘The Internet’ and HTML, which still stands me in good stead.
- Richard Butt taught me about the structure of movies (narrative & genre), which is still a massive passion of mine.
- Mark Percival showed me early Multimedia and Hypercards, and also showed it’s cool to quote song lyrics in emails (Sheela Na Gig…), which I still do today.
What advice would you give to students interested in digital industries, entrepreneurship or emerging technologies today?
Never stop learning. Take every opportunity to try something and learn from it. Not everything will be a success, but nothing is a failure if you learn from it.
With an ever-crowded jobs market, you need to show a point of difference. AI tools are a threat if you have no USP, but an opportunity if you are the one to harness them and show others.
What qualities do you think graduates need most to succeed in today’s fast-changing professional landscape?
Graduates need to be ahead of the pack and ready to evolve as the landscape changes. Read as much as you can, try as much as you can. Form your own opinions and be able to demonstrate them. Carpe diem has never been more appropriate.
Looking Ahead
What projects or ambitions are you currently focused on?
I am researching my first book, looking at London’s Lost Recording Studios. It is an extension of my growing blog, , which explores the stories, people, and places behind the classic albums of the vinyl era.
