Brett Edgar to join VCCP as North America CEO


Agency News



VCCP Group, the global challenger network for challenger brands, has today announced two new super hires to strengthen its leadership team and catapult the network into further growth. Brett Edgar joins the agency as Chief Executive Officer, North America – the first North American CEO for VCCP in its 20 year history – and Caroline Grayson as Managing Director, New York.

Edgar and Grayson join directly from 72andSunny New York where they served as President and Group Brand Director respectively. Alongside International Chief Strategy Officer, Jonny Shaw, Edgar will oversee the New York office and the network’s San Francisco office M/H, as well as continue to grow the business and further elevate VCCP’s position within the North American market.

As a North American industry veteran, Edgar is famed for delivering results. Most recently at 72andSunny she led the NY office to a record-breaking year – increasing revenue growth by 47% in 2021. She expertly steered the agency through the pandemic and drove success with a focus on team-building, organic growth and winning new business across a variety of modern businesses including sports apparel, business and virtual services alongside developing powerful creative work for iconic international brands.This led the agency to be awarded Entertainment Agency of the Festival at Cannes Lions last year and most recently the accolade of Standout Agency on Ad Age’s 2022 A-List.

Prior to 72andSunny, Edgar was at BBH New York as Managing Director and helped define roles for brands including Playstation and GrubHub. She has also held senior positions at Droga5 and TBWA Chiat Day. She has worked across a variety of brands such as the highly-awarded Mars business including Skittles and Starburst alongside Samsung, Cover Girl, Pizza Hut and Honey Maid.

Julian Douglas, International CEO at VCCP, said: “Attracting top talent like Brett and Caroline is a testimony to our challenger positioning and point of difference in the North American market and we’re committed to investing in the absolute best. Challenging times require a challenger mindset and we see that in both Brett and Caroline which is what we need to deliver to both our people and our clients. We look forward to welcoming them both on board.”

Brett Edgar incoming North America CEO at VCCP, said: “I feel so fortunate to be joining this impressive team. There is so much good happening at VCCP and I am incredibly excited to help put a spotlight on all the amazing work happening here as well as helping to define where we go next. I love the spirit, energy and challenger mindset that exists in each person I’ve met - it’s contagious! This is going to be great and I can’t wait to get started!”

Brett on Caroline: Caroline is a kind-hearted force of nature and I couldn’t be happier that we will continue to work together at VCCP. Her natural leadership skills will make her an amazing addition to the NY team.”

Grayson will become Managing Director of the New York outfit which has enjoyed strong growth over the past 18 months partnering with some of the most exciting startups, category-defining unicorns and publicly-listed industry leaders, including Google, White Claw, T-Mobile for Business and SoulCycle. At 72andSunny New York Grayson was Group Brand Director and led the Comcast, Etsy and Spotify businesses. Previously at Adam&Eve she led the John Lewis account as Business Director and within her 5 year tenure was also named Campaign magazine’s ‘Face to Watch’ at age 26. A VCCP returner, Grayson started her career at VCCP’s headquarters in London on the Chime graduate training program, and then joined the brand team on the O2 account.

VCCP Group employs more than 1,350 people across its 11 offices in Auckland, London, New York, San Francisco, Salt Lake City, LA, Sydney, Shanghai, Singapore, Madrid and Prague.

Earlier this year the challenger network launched its global gaming proposition, VCCP+. On a mission to help brands navigate and leverage the 2.7 billion person Gaming Multiverse, VCCP+ is headquartered in New York and delivers data-backed solutions to help brands build long-term value in the space and challenge the ways gaming is traditionally viewed and activated.

Edgar and Grayson will both join in October and will report into the Group’s International CEO, Julian Douglas.