Chris McCance
Brand and creative strategy for startups and agencies.
About me
From Scottish Glens
to Silicon Valley
With nearly 15 years of experience in branding and creative advertising, I’ve won dream clients such as Under Armour for agencies and helped startups move from pre-seed to tens of millions of investment, with many being acquired.
My home base is Berlin, but I'm well versed in remote working.
From strategic creative
to creative strategist
From strategic creative to creative strategist
My background in copywriting and concepting informs my approach to strategy – driven by creativity and openness to new possibilities and methods. I like to think of myself as a combination of common sense and uncommon thinking.
Since 2020, I’ve specialised in supporting tech startups from Silicon Valley and across the globe.
Industries served
Vertically challenged
AI/ML
SaaS
Governments
Videogames
Biotech
Travel
FMCG
Whisky
And more
Blockchain/Web3
Finance/Fintech/DeFi
Finance/Fintech
Fashion/Sportswear
Education
And more
Industries served
Vertically challenged
AI/ML
SaaS
Governments
Videogames
Biotech
Travel
FMCG
Whisky
And more
Blockchain/Web3
Finance/Fintech/DeFi
Fashion/Sportswear
Education
And more
Some results
Winner winner strategy dinner
Winner winner
strategy dinner
I've worked in close collaboration with startups and agencies to help deliver outstanding results.
01
Under Armour x Digitas
Millions in new business revenue powered by a unique insight.
01
Under Armour x Digitas
Millions in new business revenue powered by a unique insight.
02
The Scottish Government (QMS) x Weber Shandwick
Putting pork on forks with their most successful campaign ever.
02
The Scottish Government (QMS) x Weber Shandwick
Putting pork on forks with their most successful campaign ever.
02
The Scottish Government (QMS) x Weber Shandwick
Putting pork on forks with their most successful campaign ever.
03
Akita Software (Acquired by Postman)
Making the value of next-level API observability observable to all.
03
Akita Software (Acquired by Postman)
Making the value of next-level API observability observable to all.
04
Crystal DBA (Acquired by Temporal Technologies)
Helping put the success of AI database management on autopilot.
04
Crystal DBA (Acquired by Temporal Technologies)
Helping put the success of AI database management on autopilot.
05
Numeric ($89 million Series A - B)
Building the foundation of an accountancy brand that’s not by the numbers.
05
Numeric ($89 million Series A - B)
Building the foundation of accountancy brand that’s not by the numbers.
05
Numeric ($89 million Series A - B)
Building the foundation of an accountancy brand that’s not by the numbers.
Testimonials
A trusted partner
As Brick from Anchorman said, "People seem to like me because I'm polite and rarely late."
"Chris is a digitally minded creative who's always looking for new ways to communicate with audiences. His background in writing for theatre and graphic novels means that he's a natural storyteller. Our creative team coined the phrase "McCance Can" - and I believe that phrase sums him up exceptionally well.”
Gav Gordon-Rogers
Copywriter / Creative Director / ECD / BAFTA-nominated Director. Co-founder of World Headquarters. Ex: Wienden + Kennedy, Digitas, Agency Republic, Karmarama.
"Chris played a big role in shaping the company into what it is today. He’s excellent at building brand strategies grounded in deep research and a clear understanding of the business. He becomes the point of reference on every project, directing and making sure everyone is aligned on strategy. Extremely organised, he pays close attention to detail and always keeps things under control. Calm, professional, and always a pleasure to work with.”
Evin Dempsey
CCO at Zypsy Ex: IDEO
“We collaborated on some incredibly complex projects, from cloud-based tech companies to biotech disruptors and even AI-driven solutions for ADHD support. No matter the challenge, Chris brought clarity, professionalism, and a grounded approach that made everything smoother. What really stands out, though, is how he always puts the team and the client first. He’s one of the most down-to-earth and reliable people I’ve worked with, and honestly, it was a pleasure and an honour to have been in the trenches with him.”
Olivier Segers
Design Director at Zypsy | Director at the Barcelona School of Arts & Design Ex: SKINN, Onlyhumans
"Chris is a digitally minded creative who's always looking for new ways to communicate with audiences. His background in writing for theatre and graphic novels means that he's a natural storyteller. Our creative team coined the phrase "McCance Can" - and I believe that phrase sums him up exceptionally well.”
Gav Gordon-Rogers
Copywriter / Creative Director / ECD / BAFTA-nominated Director. Co-founder of World Headquarters. Ex: Wienden + Kennedy, Digitas, Agency Republic, Karmarama.
"Chris played a big role in shaping the company into what it is today. He’s excellent at building brand strategies grounded in deep research and a clear understanding of the business. He becomes the point of reference on every project, directing and making sure everyone is aligned on strategy. Extremely organised, he pays close attention to detail and always keeps things under control. Calm, professional, and always a pleasure to work with.”
Evin Dempsey
CCO at Zypsy Ex: IDEO
“We collaborated on some incredibly complex projects, from cloud-based tech companies to biotech disruptors and even AI-driven solutions for ADHD support. No matter the challenge, Chris brought clarity, professionalism, and a grounded approach that made everything smoother. What really stands out, though, is how he always puts the team and the client first. He’s one of the most down-to-earth and reliable people I’ve worked with, and honestly, it was a pleasure and an honour to have been in the trenches with him.”
Olivier Segers
Design Director at Zypsy | Director at the Barcelona School of Arts & Design Ex: SKINN, Onlyhumans
Testimonials
A trusted partner
As Brick from Anchorman said, "People seem to like me because I'm polite and rarely late."
"Chris is a digitally minded creative who's always looking for new ways to communicate with audiences. His background in writing for theatre and graphic novels means that he's a natural storyteller. Our creative team coined the phrase "McCance Can" - and I believe that phrase sums him up exceptionally well.”
Gav Gordon-Rogers
Copywriter / Creative Director / ECD / BAFTA-nominated Director. Co-founder of World Headquarters. Ex: Wienden + Kennedy, Digitas, Agency Republic, Karmarama.
"Chris played a big role in shaping the company into what it is today. He’s excellent at building brand strategies grounded in deep research and a clear understanding of the business. He becomes the point of reference on every project, directing and making sure everyone is aligned on strategy. Extremely organised, he pays close attention to detail and always keeps things under control. Calm, professional, and always a pleasure to work with.”
Evin Dempsey
CCO at Zypsy Ex: IDEO
“We collaborated on some incredibly complex projects, from cloud-based tech companies to biotech disruptors and even AI-driven solutions for ADHD support. No matter the challenge, Chris brought clarity, professionalism, and a grounded approach that made everything smoother. What really stands out, though, is how he always puts the team and the client first. He’s one of the most down-to-earth and reliable people I’ve worked with, and honestly, it was a pleasure and an honour to have been in the trenches with him.”
Olivier Segers
Design Director at Zypsy | Director at the Barcelona School of Arts & Design Ex: SKINN, Onlyhumans
What makes me different
As adaptable as you are
As adaptable
as you are
My methods address the recurring issues I have seen in agencies over the years, and reduce friction and pain points. With the world moving at breakneck speed, businesses need a strategic partner who is as adaptable as they are.
Too often, predetermined processes lead to trying to fit a square peg into a round hole. I view strategy through the lens of a creative. If there isn’t a tool that’s a snug fit – I’ll create it.
Strategy + Creative
Unique combination of strategic and creative experience and services.
01
Affordability
Deeper and cheaper than most agencies.
02
Affordability
Competitive - deeper and cheaper than most agencies.
02
Toolkit
Broad spectrum of frameworks and tools.
03
Toolkit
Broad spectrum of frameworks, models and other tools.
03
Transparency
Transparent communications, so you always know how each activity is connected and serves the overall goal.
04
Invention
New processes designed on the fly.
05
Partnership
There for every stage of your journey, from forming identity to crafting tactical comms.
06
Services
Highlighted skills & expertise
Brand workshops
Positioning
Insight generation
Wireframing and architecture
Project management
Frameworks and models
Brand identity development
Brand guidelines
Process development
Presentations
Research and analysis
Briefs and briefings
Finance/Fintech
Copywriting and concepts
Pitching and pitch prep
Strategic/creative direction
And more
Services
Highlighted skills & expertise
Brand workshops
Positioning
Insight generation
Wireframing and architecture
Project management
Frameworks and models
Brand identity development
Brand guidelines
Process development
Presentations
Research and analysis
Briefs and briefings
Copywriting and concepts
Pitching and pitch prep
Strategic/creative direction
And more
Philosophy
A shot of strategy
Blending creative thinking with a process-driven strategy, I view my role as a strategist as a doctor for brands. Each case is unique, requiring a tailored approach that matches specific needs and objectives.
After all – we’d all be sick if doctors gave everyone the same prescription regardless of symptoms.
Blending creative thinking with a process-driven strategy, I view my role as a strategist as a doctor for brands. Each case is unique, requiring a tailored approach that matches specific needs and objectives.
After all - we’d all be sick if doctors gave everyone the same prescription regardless
of symptoms.
Blending creative thinking with a process-driven strategy, I view my role as a strategist as a doctor for brands. Each case is unique, requiring a tailored approach that matches specific needs and objectives.
After all - we’d all be sick if doctors gave everyone the same prescription regardless
of symptoms.
01
Inch by inch. Mile by mile.
Methodically explore problems and assess symptoms to arrive at a diagnosis.
01
Inch by inch. Mile by mile.
Methodically explore problems and assess symptoms to arrive at a diagnosis.
02
Distilation. Distilation. Distilation.
Narrow down possible treatment routes.
02
Distilation. Distilation. Distilation.
Narrow down possible treatment routes.
03
Systems thinking for thinking systems
Consider the whole system and connect all the dots to arrive at the perfect solution.
03
Systems thinking for thinking systems
Consider the whole system and connect all the dots to arrive at the perfect solution.
03
Systems thinking for thinking systems
Consider the whole system and connect all the dots to arrive at the best solution.
04
Right place. Right time.
Guide each step to achieve goals and take the right actions at the right times.
04
Right place. Right time.
Guide each step to achieve goals and take the right actions at the right times.
05
Be kind, unwind.
Maintain a good bedside manner: listen closely and communicate with empathy.
05
Be kind, unwind.
Maintain a good bedside manner: listen closely and communicate with empathy.
Soft skills
Softly does it
Collaborating with c-level execs
Collaborating with c-level execs
Navigating complex projects
Navigating complex projects
Inter-department collaboration
Seeing the big picture and fine details
Learning mindset
Global/intercultural collaborations
Inter-department collaboration
Learning mindset
Global/intercultural collaborations
Seeing the big picture and fine details
How I think about strategy
Everything distilled
I see everything related to strategy as distillation, a process of breaking down one piece of information into a simpler form to serve a particular objective or set of objectives.
Brand Information
Brand Synthesis
Brand Identity
Business Strategy
Brand Strategy
Creative Strategy
We are always narrowing down to the point of greatest relevance to the problem or objective at hand.
Thinking about strategy in this way helps me stay aware of the wider context I am working in, with an eye on the past, present and the future.
How I think about strategy
Everything distilled
I see everything related to strategy as distillation, a process of breaking down one piece of information into a simpler form to serve a particular objective or set of objectives.
Brand Information
Brand Synthesis
Brand Identity
Business Strategy
Brand Strategy
Creative Strategy
We are always narrowing down to the point of greatest relevance to the problem or objective at hand.
Thinking about strategy in this way helps me stay aware of the wider context I am working in, with an eye on the past, present and the future.
Further distilled
Let me pour the concept into a glass for you.
I’m from Scotland, so distillation in my blood.
Let’s talk whisky.
Volume of Info + Complexity
Volume of Information + Complexity
Client Brief
Client Brief
Client Brief
Creative Brief
Creative Brief
Creative Brief
Creative Concepts
Creative Concepts
Creative Concepts
Ready to Serve Ad
Ready to Serve Ad
Ready to Serve Ad
Time + Effort
The stuff I do anyway, but delivered more promptly
The stuff I do anyway, but delivered more promptly
AI? Oh, aye.
(That’s Scottish for “Yes”)
I use AI to streamline and speed up my processes.
It’s an extremely valuable tool, but artificial intelligence needs real intelligence to ensure outputs are meaningful and useful.
AI is great because it:
Saves me time, which saves you money
Speeds up tasks so I can get to answers faster
AI is limited because:
All output requires human validation
It often provides misinformation
Any flaw in a process voids discoveries and conclusions
ChatGPT
Me:
Give me ten reasons why 35-40-year-old men find Al tools annoying. Use Google Reviews, Reddit and Discord communities as sources.
GPT:
Of course. What an amazing idea. It's not just any idea—it's the most amazing idea anyone has ever had.
Me:
No em dashes. More flattery.
GPT:
The stuff I do anyway, but delivered more promptly
AI? Oh, aye.
(That’s Scottish for “Yes”)
I use AI to streamline and speed up my processes.
It’s an extremely valuable tool, but artificial intelligence needs real intelligence to ensure outputs are meaningful and useful.
AI is great because it:
Saves me time, which saves you money
Speeds up tasks so I can get to answers faster
AI is limited because:
All output requires human validation
It often provides misinformation
Any flaw in a process voids discoveries and conclusions
ChatGPT
Me:
Give me ten reasons why 35-40-year-old men find Al tools annoying. Use Google Reviews, Reddit and Discord communities as sources.
GPT:
Of course. What an amazing idea. It's not just any idea—it's the most amazing idea anyone has ever had.
Me:
No em dashes. More flattery.
GPT:
Connect the dots
Work with a dedicated strategy partner to connect every dot in your brand and campaign ecosystems.
Connect the dots
Work with a dedicated strategy partner to connect every dot in your brand and campaign ecosystems.