White Claw Masterbrand


We are the challenger agency for challenger brands

At VCCP we pride ourselves on creating innovative and exciting advertising that transforms the fortunes of brands. We invite a sense of ‘cultural curiosity’ in the way we approach challenges and creativity and we like to break cultural conventions by creating a new norm.

This norm is culturally driven, not category driven, and as such gets the attention of hard to reach audiences. We call this populating culture. 

What we do


Design communicates. Advertising persuades. We combine the two for competitive creativity that moves from traditional notions of disruption to work that populates culture. We work in any media from print to press to pixel. Our strategic brand model scales across brands to create cohesive communications. We develop national and international campaigns for brands big and small.


There is a huge amount of nonsense surrounding brand strategy. You won’t find any in our process. A strategy is a plan to get you where you want it to be. We create those plans and equip people and brands with the tools and maps to get to their desired location. Simple. Clear. Effective. (And highly competitive.) We work with brands big & small to create richer, more rewarding BrandWorlds to better connect & communicate with people. Our job is often based on helping our clients compete more effectively with others. Brands only exist where there is competition. Great ideas lie at the heart of great branding. So we start with big ideas, then go about making them beautifully. A variety of bespoke tools are deployed, combined with agile research at SomeOne to uncover smarter and more compelling ways to achieve business goals. Our work is always strategically-led. We employ a variety of rapid, proven processes to get multiple opinions aligned and things moving in a single agreed direction fast.


Andrew Peake CEO, London

Andrew joined VCCP over a decade ago to work with O2. Since then, he has been Head of Account Management and Managing Director, and has worked with a number of high-profile clients, including relaunching both easyJet and Canon across Europe. Andrew is currently the CEO of VCCP in London.

Cliff Hall CEO, VCCP Blue

Cliff began his career in film before joining the Guardian Newspaper Group working in advertising and on editorial features. He then joined the Saatchi Group to handle Marks & Spencer and Ford. After that he joined Clark & Taylor, heading up part of the agency’s integrated offer looking after Sainsbury’s and Whitbread retail and their beer company. He was later appointed as MD of Loewy Integrated working on M&S Simply Food, Ray-Ban and the BAA business before joining the VCCP Partnership where he founded VCCP Blue.

Darren Bailes Global Chief Creative Officer

Darren started his career at WCRS creating award-winning work for Speedo, funny work for Butterkist, and launched Sega Dreamcast across Europe. He then moved to DDB London. But not for long. Next was a seven-year stint at Mother. Pimm’s, ITV Digital, PG Tips, Schweppes, Magic FM and Yellow Pages were all hits.

In 2008 Darren moved to be the creative lead of VCCP with the desire to create more famous and much loved advertising that populated culture.

VCCP’s comparethemarket.com launched in 2009 and is still the nation’s favourite campaign. He encouraged everyone to ‘be more dog’ for O2. Nationwide Building Society lets the nation speak about the issues that matter most with our ‘Spoken word’ work. And more recently he’s put Cadbury back in the nations hearts with ‘there’s a glass & a half in everyone’. The Cadbury work is rolling out around the world to great effect.

Mark Orbine Group Creative Director, VCCP Blue

Mark has been with VCCP since it began. Over the years he has produced multi-award-winning work including Compare The Market’s famous Meerkat campaign, the COI’s anti-binge drinking work, Macmillan Cancer Care and the mullet-wearing Jean-Claude Van Damme for Coors Light. His recent wins include Britvic, incorporating J20 and Tango, as well as the global Cathay Pacific account.

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