{"id":9522,"date":"2023-09-04T11:18:23","date_gmt":"2023-09-04T10:18:23","guid":{"rendered":"https:\/\/www.vccp.com\/prague\/work\/%client_name%\/the-stuff-of-life"},"modified":"2023-09-05T10:09:08","modified_gmt":"2023-09-05T09:09:08","slug":"the-stuff-of-life","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/czechia\/work\/canon\/the-stuff-of-life","title":{"rendered":"For The Stuff Of Life"},"content":{"rendered":"<div class=\"lazyblock-video-2wT7Ma wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/859070589?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-298tPO wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        u003cpu003eu003cspan style=u0022font-weight: 400u0022u003eCanon Europe today is launching an integrated multi-market campaign for its PIXMA printer range, celebrating the chaotic nature of modern day life where work and personal lives continue to blur together.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eCreated in partnership with EMEA creative agency of record, u003c\/spanu003eu003cbu003eVCCPu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e, the campaign centres around the versatility of PIXMA printers and its ability to seamlessly tackle everything from work admin to life admin to the \u2018last-minute school project\u2019 admin, showcasing that it is a printer designed for The Stuff of Life. The increasing importance that the \u2018home office space\u2019 plays in the modern home has led Canon to create this integrated campaign which will roll out across EMEA.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eA hero 30\u201d AV is a whirlwind of words, graphics and images mirroring the printing process and dramatising the wonderful chaos of everyday life. The unrelenting list of tasks and challenges which the PIXMA calmly undertakes is captured and reflected; depicting real things like life admin, work admin, admin admin, maps to campsites, kids\u2019 artwork, lost and found flyers, moodboards for wedding dresses, and the important financial forecasts for work &#8211; the stuff of life.\u00a0u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eThe films were directed by world renowned HLA director Simon Ratigan with post production and animation by multi-award winning VFX company Electric Theatre Collective. u003c\/spanu003eu003cbu003eGirlu0026amp;Bearu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e, VCCP\u2019s global content creation studio, managed all social post production and the transcreation process, with the campaign running in key markets: UK, Germany and France across TV, digital and social until 5th November.u003c\/spanu003eu003c\/pu003e        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\tu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eA further 11 European markets have been supplied with localised versions of the hero and social campaign assets to run local campaigns. With such a spread of markets there has been great effort in both translation and transcreation to accurately capture the tonality and charm VCCP have pursued.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cbu003eSusie Donaldson, u003c\/bu003eu003cbu003eEuropean Marketing Directoru003c\/bu003e u003cbu003eat Canonu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e said:u003c\/spanu003e u003cspan style=u0022font-weight: 400u0022u003e\u201cIt\u2019s a simple truth that our lives now overlap and merge more than ever before as the home office has become the nerve centre of the modern household. PIXMA is the calm, reliable, creative tool that keeps things moving as chaos unfolds all around and we juggle a multitude of personal and work priorities. We know what it takes to get that balance right and wanted to celebrate PIXMA\u2019s ability to handle The Stuff Of Life.\u201du003c\/spanu003eu003c\/pu003enu003cpu003eu003cbu003eJim Capp, Creative Director atu003c\/bu003eu003cbu003e VCCP London u003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003eadded: \u201cIf my own family is anything to go by, modern life is a chaotic mix of the fun stuff, the admin stuff and life stuff. We really enjoyed the home made process of capturing this for Canon\u2019s range of home office PIXMA printers.\u201du003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eThe campaign launches today in key markets including UK, Germany and France across TV, digital and social until 5th November. A further 11 European markets will run localised versions of the campaign. Media planning and buying is managed by Merkle and Dentsu.u003c\/spanu003eu003c\/pu003e  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-1U16Aw wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        We really enjoyed the home made process of capturing this for Canon\u2019s range of home office PIXMA printers. \n        <cite>Jim Capp, Creative Director at VCCP London<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-carousel-ZpcHIv wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide  carousel--with-indicators  \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-FAMILY-16x9-still-1.jpg 1152w\">\r\n                <img data-src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-FAMILY-16x9-still-1.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-PRO-16x9-still-1.jpg 1152w\">\r\n                <img data-src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-PRO-16x9-still-1.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/30-16x9-still-1.jpg 1152w\">\r\n                <img data-src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/30-16x9-still-1.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                \r\n                <ol class=\"carousel-indicators\">\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"0\" class=\"active\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"1\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"2\" class=\"\"><\/li>\r\n                            <\/ol>\r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-9522","work","type-work","status-publish","hentry"],"acf":{"client_id":"8456","capability_ids":["988","8339"],"hero_image":{"ID":9524,"id":9524,"title":"15 FAMILY 16x9 still","filename":"15-FAMILY-16x9-still.jpg","filesize":512476,"url":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still.jpg","link":"https:\/\/www.vccp.com\/czechia\/work\/canon\/the-stuff-of-life\/attachment\/15-family-16x9-still","alt":"","author":"57","description":"","caption":"","name":"15-family-16x9-still","status":"inherit","uploaded_to":9522,"date":"2023-09-05 09:08:21","modified":"2023-09-05 09:08:21","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/czechia\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"visible_on_home_page":["1"],"meta-title":"Canon PIXMA Printers. For The Stuff Of Life","meta-description":"The pan-European campaign celebrates the versatility of PIXMA Printers that thrive in the chaos of Hybrid home and work lives ","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":8722,"post_author":"3","post_date":"2020-05-01 14:05:00","post_date_gmt":"2020-05-01 13:05:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"414009107\",\"blockId\":\"Zf19Yb\",\"blockUniqueClass\":\"lazyblock-video-Zf19Yb\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"u003cpu003eCadbury wanted to celebrate all the wonderful small generous acts that are happening every single day, behind front doors up and down the country.u003c\/pu003enu003cpu003eThe result is u201cThis doesnu2019t need to endu201d, a film made by VCCP and Clouded Vision. Working together they created a spot that highlights the generous acts we are seeing in society, and championing that we retain these generous behaviours once we're out of lockdown. The footage was all captured by Clouded Vision's network of DOPs, filming in their own homes and with their families during lockdown, gathering the real-life stories shared in the film.u003cbr \/u003eu003cbr \/u003eThe film launched during Gogglebox on 1st May, and remains available to watch on Cadburyu2019s owned social channels.u003c\/pu003e\",\"quote\":\"Celebrating the myriad acts of kindness, big and small, happening during the coronavirus pandemic.\",\"blockId\":\"Z1WELT1\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1WELT1\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Screen%20Shot%2020200501%20at%20152820%22,%22caption%22:%22%22,%22id%22:10825,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10825%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Screen-Shot-20200501-at-152820.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Screen%20Shot%2020200501%20at%20152926%22,%22caption%22:%22%22,%22id%22:10824,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10824%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Screen-Shot-20200501-at-152926.jpg%22%7D%7D%5D\",\"blockId\":\"1tiScB\",\"blockUniqueClass\":\"lazyblock-two-column-images-1tiScB\"} \/-->","post_title":"This Doesn't Need To End","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"this-doesnt-need-to-end","to_ping":"","pinged":"","post_modified":"2020-08-26 15:34:29","post_modified_gmt":"2020-08-26 14:34:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/prague\/work\/%client_name%\/this-doesnt-need-to-end","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":8754,"post_author":"2","post_date":"2020-04-20 17:02:59","post_date_gmt":"2020-04-20 16:02:59","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"u003cdivu003eI've always loved train journeys. I like seeing into people's back gardens. I like the noise, rattle and rumble of trains. And I like the sense of common purpose I feel with my fellow passengers, chugging our way towards a shared destination.u003c\\\/divu003enu003cpu003eu003cbr \\\/u003eGiven my locomotive fondness, it's perhaps no coincidence that, from the back of my house, I can see the railway leading to Victoria station three stops up the track near to where I work and, in the other direction, down to Brighton and the south coast.u003c\\\/pu003enu003cdivu003eI could never have expected two places that are geographically so close to feel so far away. Yet so it transpires. The pandemic has rooted all but essential workers to the spot. It is such an odd and alien experience. But this is why, despite the fact that I can't use them, I love to see the trains even more.u003c\\\/divu003e\",\"quote\":\"One of my favourite parts of the working week is getting the overground into the office each morning\",\"blockId\":\"1RcwvS\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1RcwvS\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"u003cpu003eTo me, they are a living symbol of what the recovery will represent when it arrives. This is in part because they will signal the return of my commuting routine, the cup of coffee on platform two at Wandsworth Common station and the occasional skirmish with an over-iced Danish pastry. These little pleasures, these little journeys, will for a while have the feel of an exorbitant luxury that not even Versace, Faberg\\u00e9 or the Medicis could match.u003cbr \\\/u003eu003cbr \\\/u003eBut, I'm afraid, they will in time become utterly prosaic again. In a good way, but nevertheless in a mundane way. Which is why they are not the main part of my current infatuation with the rolling stock of south-west London. Because, for me, these inanimate, rolling objects represent much more than the promise of a return to a familiar and comfortable routine. They represent something far more profound and far more admirable. These are the vehicles of our salvation, the transport for our NHS workers, the freight for our post, our produce and our grain, the carriages for our shelf-stackers, our pharmacists, our building society workers, our teachers, our carers, our network engineers and our warehouse workers.u003cbr \\\/u003eu003cbr \\\/u003eWhen I go for my one allocated bout of exercise each day (far more than my pre-Covid-19 strike rate, I might add, although not really meriting a tracksuit), I make a point of hugging the paths nearest the railway down from Bellevue all along Bolingbroke Grove to Clapham Junction, or along Boundaries Road and Chestnut Grove to Bedford Hill and Balham station. Each train I see feels like a blessing. Proof that the people who make our country run and who preserve our health are still going about their business, still showing true grit, still keeping us literally on track.u003c\\\/pu003e\",\"text-right\":\"u003cpu003eOf course I realise that south-west London's overground train network is not wholly responsible for the preservation of our way of life. A vast armada of machinery from articulated lorries, tractors, trucks, dustbin lorries, fuel tankers, courier vans, delivery scooters, muck spreaders, Tube trains, police cars, private vehicles, ambulances, post vans, buses etc are all playing their vital part in the mobilisation of the legions of key workers who are keeping our country running. They alone are the people still travelling around our towns and cities to perform their essential roles. Taken together, the vehicles that transport them represent the visible side of an army that has too long remained invisible, hiding in plain sight in the seat next to me on my commute.u003cbr \\\/u003eu003cbr \\\/u003eSo, even though it's not the full picture, I think it's fair enough to view the 8.03 from Balham, or the 9.11 from Battersea, as symbolic of a heroic effort. To see them as rattling, trundling tributes not just to what our key workers are doing for us during the pandemic, but what they will continue to do for us when better times return, just as they did before the virus struck. It has, ironically, taken an invisible enemy to make fully visible what was there all along.\\u00a0u003c\\\/pu003e\",\"blockId\":\"Z11MvAj\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z11MvAj\"} \/-->","post_title":"Trainspotters of the world unite","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"trainspotters-of-the-world-unite","to_ping":"","pinged":"","post_modified":"2020-08-27 17:57:11","post_modified_gmt":"2020-08-27 16:57:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/prague\/news\/2020\/04\/trainspotters-of-the-world-unite\/","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9523,"post_author":"57","post_date":"2023-09-04 11:07:15","post_date_gmt":"2023-09-04 10:07:15","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"u003ch4 style=u0022text-align: leftu0022u003eFor his latest Campaign column, VCCP's Chairman and Founding Partner Charles Vallance asks if we are beginning to see light at the end of the permacrisis tunnel.u003c\/h4u003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eAre we beginning to see a chink of light at the end of the permacrisis tunnel?\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eIt may be faint, and it may be flickering, but it looks like a slight glow is detectable. The last few weeks have seen a steady flow if not of exactly good news, then at least of less than exactly bad news.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eHeadline inflation fell from 7.9 percent in June to 6.8 percent in July. Still high. But lower, all the same. Even core inflation is beginning to subside, falling from 7.3 percent in May, to 6.9 percent in June and 6.8 percent in July.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eOn the demand side, wages grew by 7.8 percent in the April to June period, the highest annual growth rate since comparable records began in 2001, which means that wage inflation is now outstripping price inflation. According to GfK, savings confidence was at a 21-month high in June, which is perhaps not surprising given that, according to the Bank of England, household deposits stood at \u00a3340 billion, 23 percent higher than they were on the eve of the pandemic.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eIt is important, of course, that these positive statistics are seen in the context of more negative ones. For instance, after hitting a 50-year low, unemployment has edged up from 3.8 percent to 4.2 percent over recent months. Similarly, having climbed to a 17-month high in June, the GfK Consumer Confidence Index fell back by 6 points in July.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eMore importantly still, it is vital to understand that the effects of the cost of living crisis are very far from evenly distributed. Some groups in society have been less impacted, and have even been cushioned by what David Smith recently described in the Sunday Times as u0022involuntary savingsu0022. In a segmentation study commissioned by VCCP, these groups are classified as 'Carefree Comfortables', representing 33 percent of the population. For other groups, the impact has been severe, and they have faced serious financial difficulties ever since the spike in inflation began nearly two years ago. In the same study, these groups are classified as 'Just Hanging On\u2019, representing 27 percent of the population and highlighting the polarised nature of the cost of living crisis and the severity of its effects across different social groupings.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eJust like the economic news, it is a mixed picture, with mixed signals. Some markets are doing very well, especially 'revenge spending' categories such as holidays, flights and live events. Other categories are struggling, particularly those that are affected by high interest rates, such as house sales and new car purchases.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eThe big question, as we look ahead, is whether the recent trickle of good news will gain sufficient momentum for consumers to feel that the tide is turning, that they are nearing the end of the cost of living crisis. Renewed consumer confidence, coupled with high savings levels, falling inflation and rising wages could herald a bumper year for brands in 2024, certainly by comparison to the last three years.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eAccording to a recent survey by Citi Research, it would seem that the consensus within marketing departments is that we might well be turning the corner. They interviewed 175 CMO's in 5 countries and found that the anticipated change in marketing budgets over the next 12 months was +10.5 percent. The UK CMO's within the sample were even more bullish, expecting an 11.8 percent uplift, rising to 18.5 percent over the next 2-3 years.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eThese are encouraging findings because a brand is essentially a bet on the future. You invest in it now in order to maximise returns further down the line. If the light at the end of the tunnel is approaching, then the conclusion for CMO\u2019s is clear. Don\u2019t be too late in having the conversation with your CFO about the need to invest ahead of rather than behind the demand that is on the horizon.\u00a0u003c\/spanu003eu003c\/pu003enu003cp style=u0022text-align: leftu0022u003eu003cspan style=u0022font-weight: 400u0022u003eBrand predisposition takes time to build, but it is long-lasting and can be efficiently maintained once secured in the minds of consumers. As we head into the recovery, the best shape for marketing budgets will be front loaded so as to anticipate demand. In the famous words of Willie John McBride, there can be advantages to \u201cgetting your retaliation in first\u201d.\u00a0u003c\/spanu003eu003c\/pu003e\",\"blockId\":\"20DwPs\",\"blockUniqueClass\":\"lazyblock-text-full-width-20DwPs\"} \/-->","post_title":"Charles Vallance in Campaign 'Crisis Countdown'","post_excerpt":"","post_status":"draft","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"charles-vallance-in-campaign-crisis-countdown","to_ping":"","pinged":"","post_modified":"2025-10-21 12:55:58","post_modified_gmt":"2025-10-21 11:55:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/prague\/news\/2023\/sep\/charles-vallance-in-campaign-crisis-countdown","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hero_video":"","social-media-image":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2023\/09\/15-FAMILY-16x9-still.jpg","hide_related_items":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/work\/9522","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/users\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/media?parent=9522"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}