THE
SOUL
BEHIND BORN
GOOD

Jason B.
Trainer

Jeff K.
trainer

Ashley I.
Trainer

Josh S.
dietician

I’ve spent 20+ years at the intersection of culture and commerce as a brand strategy leader at creative companies, from Sheffield
to London, Istanbul, New York and Cupertino, CA. Most recently I served as the Global
Head of Strategy for Mac, Values &
Markets at Apple, where I learned
firsthand what it takes to scale
a brand without losing its soul.

I’ve partnered with teams, big and small,
to launch, build, and reinvent some of the world’s best brands, including Apple, Bacardi,
Bank of Scotland, Bing, Bombay Sapphire,
EA Games, GE, Gillette, Grey Goose,
Guinness, Halifax, Hilton, HSBC, Perfect
Day, Radisson, Sandy Hook Promise,
SAP, ServiceNow, Vodafone,
Wells Fargo, and Yerba Madre.

My work has been recognized for its commercial impact by the IPA and Effies,
for its strategic thinking by the Jay Chiats
and the ARF, for its cultural impact
by the Emmys and TED, and for its
creative excellence by The One Show,
Cannes Lions, D&AD, and others.

Now based in LA, I help agency, start-up,
and marketing leaders, wherever they
are, to turn foundational good
into future growth.

Gordon Gerard McLean
FOUNDER & PRINCIPAL STRATEGIST

"While most strategists can attach big, highbrow thinking to complex business problems, Gordon offers thinking that is refreshingly simple and intuitive. And that’s the reason he makes his mark so quickly, so often. He’s a brilliant simplifier, passionate thinker, and a great partner."

Anna Schneider-Mayerson
Innovation Director
Fahrenheit 212

"Inspiring, inventive and brilliant, Gordon is a strategist who truly
has no peer. His is a style that
is rigorous and romantic, substantive and seductive, visionary and detail-oriented. Clients, account folk, creatives, and others want to work with him, because they know he's
the real deal, an absolute
original in every way."

Ben Griffiths
EMEA Strategy Lead
Meta

Tony Effik
Managing Director
Google

"Gordon is one of the most gifted brand strategists I have ever worked with. His passion for the craft and his high standards make it a real pleasure to work with him, and see him in action. You always walk away knowing more."

A FEW KIND WORDS

"Gordon and I have worked on
tough business challenges in a broad range of industries and he is a rare strategist for sure. One who can elevate his thinking to a macro view and then zoom in on the tiniest detail to bring it to life. He's a brilliant partner for anyone looking to prove the worth of a brand."

Jim Lesser
SVP, Chief Brand Officer
ServiceNow