Chris McCance

Connecting the dots

Chris McCance

Connecting the dots

Get in touch

Get in touch

Request portfolio

Request portfolio

Connecting the dots

Chris McCance

Chris McCance

Brand and creative strategy for startups and agencies.

Brand and creative strategy for startups and agencies.



Get in touch

Request portfolio

From Scottish Glens

to Silicon Valley

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.

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

Biotech

Blockchain/Web3

Travel

Finance/Fintech/DeFi

SaaS

Travel

Finance/Fintech/DeFi

Travel

Finance/Fintech/DeFi

Governments

FMCG

Fashion/Sportswear

Travel

Finance/Fintech/DeFi

Videogames

Whisky (SMCG)

Education

Travel

Finance/Fintech/DeFi

And more

Travel

Finance/Fintech/DeFi

Industries Served

Vertically challenged

AI/ML

Biotech

Blockchain/Web3

Travel

Finance/Fintech/DeFi

SaaS

Travel

Finance/Fintech/DeFi

Travel

Finance/Fintech/DeFi

Governments

FMCG

Fashion/Sportswear

Travel

Finance/Fintech/DeFi

Videogames

Whisky (SMCG)

Education

Travel

Finance/Fintech/DeFi

AI/ML

Biotech

Blockchain/Web3

SaaS

Travel

Finance/Fintech/DeFi

Governments

FMCG

Fashion/Sportswear

Videogames

Whisky

Education


And more

Travel

Finance/Fintech/DeFi

Philosophy

A shot of strategy

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.

Methodologically explore problems and assess symptoms to arrive at

a diagnosis.

Narrow down possible treatment routes.

Consider the whole system and connect all the dots to arrive at the

right solution.

Guide each step to achieve goals and take the right actions at the

right times.

Maintain a good bedside manner: listen closely and communicate

with empathy.

Testimonials

A trusted partner

"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, making sure everyone is always 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.


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

"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, making sure everyone is always 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.


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

Results

Winner winner

strategy dinner

I've worked in close collaboration with startups and agencies to help deliver outstanding results.

Results

Winner winner

strategy dinner

I've worked in close collaboration with startups and agencies to help deliver outstanding results.

Get in Touch

Request Portfolio

Under Armour x Digitas

Millions in new business revenue powered by a unique insight.

The Scottish Government (QMS) x Weber Shandwick

Putting pork on forks with their most successful campaign ever.

Akita Software (Acquired by Postman)

Making next-level API observability observable to all.

Crystal DBA (Acquired by Temporal Technologies)

Putting the success of AI-database management on autopilot.

Numeric (35 million Series B)

Building an accountancy brand that’s not by the numbers.

Unique combination of strategic and creative experience

and services.

Unique combination of strategic and creative experience and services.

Deeper and cheaper than agencies.

Broad spectrum of frameworks and tools.

Transparent communications, ensuring you always know how each activity is connected and serves the overall goal.

New processes designed on the fly.

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.

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 strategic activities can 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.

Services

Highlighted skills & expertise

Brand identity development 

Briefs and briefings

Brand workshops 

Brand and other workshops


Frameworks, models and presentations

 

Research and analysis


Positioning


Brand identity


Insight generation


Copywriting


Concepting


Briefs and briefings


Brand guidelines

 

Tone of voice


Messaging development,

hierarchy and architecture


Audience interviews


Wireframing and website architecture


Process development


Pitch development


Project management


Strategic and creative direction










 








Frameworks, models and presentations 

Research and analysis 

Positioning

Brand identity development 

Briefs and briefings

Insight generation

Brand guidelines 

Copywriting and concepts

Wireframing and website architecture

Process development 

Pitching and pitch prep

Project management

Brand management  

Strategic and creative direction

Soft skills

Softly does it

Collaborating with c-level execs

Inter-department collaboration

Communicating and collaborating with c-level execs


Inter-department collaboration


Global/intercultural collaborations


Navigating complex projects 


Learning mindset


Seeing the big picture and the fine details





Global/intercultural collaborations

Navigating complex projects 

Learning mindset

Seeing the big picture and the 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 service 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 service 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

Further distilled

 Let me pour the concept into a glass for you. 


I’m from Scotland, so distillation in in my blood.  


Let’s talk whisky.

Types of strategy and examples of processes

How it works

Strategy can seem intangible. You’ve heard how powerful it can be, but what it entails, where it fits in and how it adds value can feel mysterious. In this section I give you a quick breakdown of brand and creative strategy and provide examples of processes.

Types of strategy and examples of processes

How it works

Strategy can seem intangible. You’ve heard how powerful it can be, but what it entails, where it fits in and how it adds value can feel mysterious. In this section I give you a quick breakdown of brand and creative strategy and provide examples of processes.

Connecting the dots

How does strategy move from thinking to acting?

How does strategy move from thinking to acting?

Strategy work is a series of inputs, outputs, and outcomes – involving models, frameworks, presentations

and workshops.


I connect each dot to meet every objective.




Strategy work is a series of inputs, outputs, and outcomes – involving models, frameworks, presentations and workshops.


I connect each dot to meet

every objective.

Brand strategy

Building your brand

Building your brand

Brand strategy involves creating and nurturing a unique, unified identity for your company. It helps you build trust, loyalty and recognition with your target audience by communicating a consistent, resonating brand identity and message.


My role is to build and re-build brands.

Creative strategy

Communicating your brand

Communicating your brand

Brand strategy focuses on crafting, developing and maintaining a business’s core brand personality, identity and messaging. Creative strategy focuses on connecting those elements directly with consumers through targeted comms, such as a TVC or a social campaign.


As a creative strategist, I guide marketing and advertising efforts, linking strategic thinking with creative execution.

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

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

Chris McCance

Connecting the dots

Get in Touch

Request Portfolio

Chris McCance

Connecting the dots

Get in Touch

Request Portfolio