Gold Scenario Marketing
VCCP Madrid and Rock FM “Speedy Rock”
VCCP at SHIAF
We are thrilled to reflect on an extraordinary week with UK Advertising in Shanghai for their 6th year partnering with the Shanghai International Advertising Festival (SHIAF). An event to facilitate knowledge exchange and networking opportunities, further strengthening ties between the UK and Chinese markets in collaboration with the Department for Business and Trade (DBT).
Our VCCP Global CEO and UKAEG Chair, Julian Douglas, and Global Business Director, Kan Ng, joined forces with the UK Advertising Export Group (UKAEG) and the Department for Business and Trade for a dynamic and insightful programme alongside industry experts and business leaders from over 20 countries and regions around the world.
Dougie was officially inducted into the SHIAF Global Advisory Group as an Advisor for the 2024-2027 term. This prestigious role underscores Dougie's influential presence in the global advertising industry, and his commitment to fostering international collaboration and innovation.
In continuation of the strengthening of UK-China relations in the advertising industry, Dougie signed a Memorandum of Understanding (MOU), establishing an official UKAEG presence in China. Through this partnership with Sino-ADI, the "Digital Advertising City Lounge" will be launched in Hongshoufang. This initiative is set to strengthen UK-China creative collaboration, enabling more UK agencies and companies to expand their footprint in the Chinese market with the support of UK Advertising.
Dougie and Kan also took the stage to present our Challenger Series report, ‘Cracking the Memory Code’, where they delved into the latest insights on how brands can leverage memory structures to build lasting connections with consumers.
During their speech, they proposed the CHESS principle:
- Characters: Create memorable brand characters.
- Humour : Bring joy to the audience, and pay attention to the differences in humor in different countries.
- Emotion : Emotional connection and resonance.
- Sonic devices: It can be a recognisable melody, or a sound that easily evokes common emotional resonance.
- Surprise : There are reversals and ups and downs.
They emphasised that all of these need to be based on a full understanding of the culture and customs of the country where you are located. For example, the humour of different countries is very different.
From a marketing perspective, seeing and remembering are two different things. Eighty percent of advertisements will be forgotten because that is the working of the human brain. Those remembered advertisements will eventually be transformed into the user's mind. The market share of a brand is directly proportional to the mind share it occupies in the audience's mind. Psychologists divide human memory into instantaneous memory, short-term memory and long-term memory. The CHESS principle can help advertisements impact consumers' long-term memory.
In addition to this, we are delighted to share that VCCP brought home an impressive total of nine awards from SHIAF, including three Golds. This recognition is a testament to the outstanding work and creativity of our teams and clients, who continue to push the boundaries of what is possible in advertising on the global stage.
We extend our deepest thanks to the Department for Business and Trade and Aisling Conlon, for their invaluable support and to Kan Ng for orchestrating such a successful trip.
Thank you to everyone who contributed to making this week at SHIAF a resounding success!
Find out our full list of awards below.
Gold Key Opinion Leader
Walkers - “No Walkers, No Game"
Gold Game Marketing
Diablo IV - “Nightmare Fuel"
Silver Short Video Production
VCCP US - White Claw x Sundance
Silver Outdoor Advertising
Cadbury - Mini Eggs “Easter’s Biggest Egg”
Cadbury - “Birthday”
Bronze Short Video Production
Virgin Media O2 “Goat Glider”
Bronze Short Video Creative Advertising
Tango “Bust” & “Warden”
Bronze Outdoor Advertising
Müller UK and Ireland x “Magic Eye”
