AI

We have faith that AI, used responsibly, will be an unparallelled accelerator of human creativity.

 

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.

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.

The field of AI and its applications are accelerating at pace. That’s why we’ve assembled a team of technologists, engineers, creatives, strategists, makers and data analysts to cover every aspect of the agency process. 

With the belief that AI should only ever be used for good, faith launches with a detailed generative AI policy based around four principles:

  1. Be Transparent when AI is being used
  2. Be Authentic, fact-check AI-generated content
  3. Be Compliant and break no laws
  4. Be Ethical, only use AI for good

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OUR PEOPLE

Michael Sugden 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. 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, comparethemarket.com, 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 joined VCCP in 2003 as its 26th employee after a varied previous life working in the music industry and for The Football Association. He was lead strategist for some of VCCP’s most famous award-winning government advertising for the Department of Health (Sexual Health) and Home Office (anti-binge drinking), and carved an outstanding new business record including pitch wins for Hiscox Insurance, Hyundai and easyJet. He was appointed Head of Planning in 2008 and helped VCCP secure its first ever Agency of the Year title in 2009, for Marketing magazine.

In October 2012, after a brief stint at AMV BBDO, he was lured back to VCCP as our Executive Planning Director, with strategic responsibility across the entire VCCP Partnership. Michael works across a number of accounts including Canon, TfL and easyJet, playing a key role in easyJet’s commercial transformation which led to the Marketing Society awarding easyJet a record 5 prizes including Brand of the Year and Long-Term Marketing Excellence.

He has a degree in Social and Political Sciences from Cambridge University.