APEX in Profile: Stuart McGeachin
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Stuart McGeachin
Creative Director
DMD Phantom
A former musician, writer and broadcaster, Stuart made the move to an in-flight entertainment and communications (IFEC) career in 1989, making destination videos for Cathay Pacific in Hong Kong. Returning to London, he established Phantom Media (now DMD Phantom) and co-founded Bluebox Avionics. Since Phantom and its stake in Bluebox were acquired in 2011 by DMD he has served there as creative director.
How do you view the airline industry as a marketplace for your content? What are its benefits?
Our main business is sourcing and delivering content, not originating it, although we do create custom content for airlines – and that is my favorite part of the job by far.
By definition our industry is global, and so are its content needs, which keeps things interesting. And since good airlines are technology-driven and future-focused, they can be more receptive than many businesses to the kinds of digital innovation we offer.
What’s the one item you can’t travel without?
If I had to choose between my iPad and my passport, the passport wins every time.
What are the challenges with being a supplier to airlines? Highlights?
To partly contradict what I said earlier, some airlines don’t always recognize valuable innovation when they see it. That can be frustrating, but it’s far from unique to our industry. Highlights? You do get to see the world, and its many exotic airport hotels.
Talent you wish you possessed?
In business, mind-reading would really help.
The game you’re best at?
I used to be pretty good at pool, a notorious sign of a wasted youth; but a wasted middle age isn’t half as much fun so my game is not what it was.
Three things of no value that you will never get rid of?
I try hard not to hoard and, in theory at least, nothing is sacred. Unless body parts count.
Biggest challenge you’ve overcome at work?
15 years ago I had to suddenly start a business from scratch: Phantom Media, as it was then. I had one loyal airline client from the CSP I left, who absolutely needed service continuity. If we had not delivered it we would have folded within weeks, and without the support of many kind and patient content owners we would have failed. I don’t think I’ve properly thanked them yet, so thank you! (You know who you are.)
Top 3 films of all time?
Groundhog Day, Groundhog Day, Groundhog Day.
Two things you miss most about home when you’re traveling?
My lovely daughters, Thing One and Thing Two.
First travel memory?
Aged four, 1964. Dad drove us to Spain in his new Austin Cambridge. The memories are just snapshots, mainly of waiters offering cold chocolate milk – an undreamed of luxury for us back then.