Our approach to handling international accounts is to custom-build the right network of agency resource to meet the specific needs of each individual client with VCCP acting as a hub for the strategic and creative direction. We think universal rather than international - the approach we take for all of our clients whether 'local' or 'international' is the same, regardless of the geographic footprint.

We can either work with your local agencies in each market or we can offer the services of a number of independent agencies throughout the world who work in a similar way to us and set up an informal ‘network’ for your account.

By working this way there is flexibility and openness and the network operations can evolve and change with circumstances and time. Also there is no need for the hidden agendas and the politics that sometimes exist in traditional international agencies.

It's also worth saying we believe our style of advertising is very well suited to international adaptation. Campaigns with a strong Visual Narrative, low on copy, are at the core of our approach. It's about one simple, iconic solution which will translate across boundaries.

We currently work with four of our clients on an international basis - O2, Dunhill, Dyson and Qatar.

The O2 campaign runs in the UK, Ireland, Germany, Asia and most recently the Czech Republic. We unite all markets with the same brand positioning and an annual international campaign execution that defines the creative canvas (strategic direction, look, feel, tonality). In order to achieve maximum brand cohesion and consistency across all markets a tight guardianship process of guardianship has been set up.

The Dunhill campaign runs in the UK, France, Russia, the US, Hong Kong, Korea, China, Japan and Singapore. The work is produced at VCCP and supplied locally by a central trafficking agency.

Our Dyson work runs in the UK, and there is a separate communications strategy and campaign which covers twelve European markets. We work with Dyson's local EU marketing departments to deliver the work. Our Dyson work has also run in the US, Canada and Australia, again in collaboration with local Dyson marketing departments and also local agencies when appropriate.

The Qatar campaign is a truly global campaign, supplied out of VCCP and VCCP Digital to a variety of global media.