VCCP embraces research as an integral part of the creative development process. Indeed we are probably the only agency in London that insists on it being included at the developmental stage for all major briefs. We prioritise research not simply because it is the right thing to do, but also because it works in our interest. It helps us arrive at the strongest insights on which to base the most compelling work and, once an idea has been developed, it helps us refine the end product in terms of communication and comprehension levels.