Branded Image Model Generating brand assets at scale.
AI
We have faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination.
faith is the AI creative agency that represents the next step in our evolution. We’re responsibly embracing AI and all of its potential to supercharge the creative process for our network of international offices and worldwide roster of clients.
WHAT WE DO
Tasked with rapidly exploring the creative opportunities of generative AI, we have been helping our clients custom-train their brands with Gen-AI tools, powered by faith.
Branded Copy Model Keeping the brand’s tone of voice across their assets.
WHO WE ARE
We are an assembled team of technologists, prompt engineers, creatives, strategists, makers and data analysts to cover every aspect of the agency process.
We proudly share our knowledge and experience to pioneer the growth of AI solutions in the marketing industry.
Alex Dalman, Managing Partner & Head of Social & Innovation, VCCP & faith at Campaign x Meta event 'Partnering To Unleash The Power Of AI.' She was joined by Amir Malik, Managing Director at Accenture, Niel Bornman, Chief Executive Officer at Publicis Media UK and Nick Baughan, Director of Global Agencies at Meta.
Nothing promotes more conversation, speculation, excitement and fear right now than the subject of AI.
And so a cross-industry audience packed into the auditorium at London’s Soho Hotel to hear AI practitioners and experts reveal what they’ve learned so far, how to get started with AI — and what they predict.
Read in Campaign here.
In this episode of Waypointers, Innovation Lead at VCCP and Innovation Director, faith Peter Gasston explains why VCCP took the decision to make this major investment in technology and what the journey has been like so far.
Interestingly Peter explains that the impetus was largely led by the creative department within VCCP who were increasingly experimenting with generative AI tools of their own accord. Rather than seeing these tools as a threat, they saw them as an opportunity to supercharge their creative work
Listen back to the podcast here.
With the belief that AI should only ever be used for good, faith launches with a detailed generative AI policy based around four principles:
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Be Transparent when AI is being used
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Be Authentic, fact-check AI-generated content
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Be Compliant and break no lawsΩ
- Be Ethical, only use AI for good
OUR PEOPLE
Michael Sugden Co-CEO
Michael joined VCCP on its first day of business in 2002, becoming Managing Director in 2006, CEO in 2012 and VCCP Partnership CEO in 2018, and in 2024 Co-CEO of VCCP Group.
Michael is also responsible for AI creative agency faith. In recent years VCCP has built itself a reputation for business transformation as evidenced by O2, Cadbury, Compare the Market, easyJet and White Claw.
Michael started his career at Claydon Heeley before moving to HHCL. During his career he’s been privileged to work on brands such as O2, Google, Microsoft, Telefonica, T-Mobile, Unilever, Sage, Coca-Cola and Macmillan among others. The proudest part of his career is being part of the team that has built VCCP to a 2,500 strong agency in 7 offices around the world.
Outside of work & family Michael has raced motorbikes across the Sahara, raced on foot to the magnetic North Pole and led expeditions across the Himalaya, Andes and Tanami desert.
Michael Lee Chief Strategy Officer
Michael Lee has been Chief Strategy Officer of the VCCP Partnership since 2013. He has played a major role in the dramatic growth of the agency to become the UK’s Number 1 agency, with an exceptional roster of clients including Cadbury, O2, compare the market, Walkers, Canon and easyJet. In January 2023, he was ranked the UK ad industry’s No.1 Strategist by the trade publication Campaign.
He has won numerous creative and effectiveness awards including the European Effie Grand Prix, and the Marketing Society’s Long Term Effectiveness Award for his work on transforming the commercial fortunes of easyJet. He now oversees a team of over 70 strategists across 8 offices worldwide, with a diverse range of skillsets ranging from brand strategy to data analytics and performance marketing.
Last October, Michael set up VCCP Stoke Academy as one of the co-Founders, a commitment to increasing awareness, create work experience opportunities and jobs in the creative industry in a part of the country where few opportunities exist for talented, creatively-minded young adults struggle to break into our industry.
He has spoken at numerous events including Cannes Lions, Contagious and MAD/fest on a wide range of subjects from innovation in the field of emotional response research to fostering a challenger culture through strong brand positioning. Michael is also an advisor for the BAME2020 initiative, and a guest lecturer for the Cambridge University Judge Business School.
He is currently Chair of the APG, the organization that represents strategists and planners across the marketing industry and runs the prestigious APG Creative Strategy Awards. His mission is to increase the social diversity of entry level planners and also broaden the APG’s membership to include the diversifying career paths of strategists into client, tech and PR businesses.
Alex Dalman Managing Partner & Head of Social & Innovation
Alex joined VCCP in 2014 and as Managing Partner and Head of Social & Innovation, Alex is leading the partnership on social and faith, our dedicated AI agency. Alex is driven by creating non-traditional campaigns, in emerging platforms using technology to bring them to life. She has worked on social, digital and experiential campaigns for O2, easyJet and Domino’s including award winning easyJet’s ‘Look&Book, and The O2 in Fortnite campaign. Alex also runs VCCP’s innovation programme, Curious, which aims to inspire and educate our employees and clients on the latest developments in the industry and beyond.
