About — Cutwater

Hello and welcome aboard. Cutwater is an independent, bi-coastal, full service, creative/media/digital advertising agency. But our clients don’t hire us for ads. They hire us for growth. And that is exactly how we like our work to be evaluated.

Our superpower is in reinventing legacy brands and building new ones. Our passion lies in finding a brand's truth and purpose and articulating it in a simple and distinctive fashion. We are craftspeople at heart. We believe there’s an economy to big ideas. And we try to approach every client partnership with a healthy sense of naivete.

Chuck McBride
CCO & Founder

Christian Hughes
Principal & President

Yes, we have a process

We start by creating a growth hypothesis that guides business objectives and financial targets. We identify behavioral economics and cultural insights that can be leveraged to help a brand find a more meaningful positioning.

We then consolidate learnings through our four-circle strategic process that gets the story straight with an articulation for the brand’s point-of-view. This POV becomes the foundation on which all communication, and in some cases the business, will be based upon.

We then build distinctive creative concepts and content based on an integrated media strategy and communication plan that is ownable and memorable for the brand. Once the work is in-market, we constantly monitor the KPIs so that we are optimizing the campaign’s reach, effectiveness, and impact.