Our Vision

At VCCP we pride ourselves on creating innovative and exciting advertising that transforms the fortunes of brands.

At VCCP, our challenger attitude transforms the fortunes of our clients. 

We have a motto: It only works if it all works, which is why we involve ourselves in far more than just advertising. With a thorough understanding of each client’s business, we can challenge what’s around it, and then transform it.

Of course, it’s not all about business. We love to be lauded with creative awards and are proud of our ever-increasing haul. Time and time again, we’ve seen a direct link between our award-winning work and the upturn in the fortunes of clients who ran it. So here’s another little motto: Good work works. 

Our Principles

VCCP was founded on 24th January 2002 by Charles (V), Rooney (C), Adrian (C) and Ian (P). They were united by their desire to challenge the bad habits of the big global agencies they had previously worked at. So, on our very first day of business we created ten founding principles. They are our code of conduct, our contract to one another and our contract with our clients.

Be on time Be on time
Be honest Be honest
Be approachable Be approachable
Be happy Be happy
Be clear Be clear
Be agile Be agile
Be lean Be lean
Be proud Be proud
Be responsible Be responsible
Be unprecious Be unprecious


Craig Mapleston Chief Executive Officer

Craig joined VCCP to set up the Singapore office and to drive our success in Asia. He started his career with Bates Indochina then Bates Singapore, leading client relationships across telcos, pharmaceuticals, alcohol, automotive and fuels categories. Moving to the MD role at Iris Singapore, he led the accelerated growth of the agency and recognition as South East Asia’s independent agency of the year for 3 years. Now at VCCP, Craig has built a team of diversity, that’s challenging the big networks for international capability and scale and the local darlings for innovative creative ideas.

When he’s not at work, Craig’s desperately trying to finally realise his sporting potential – on the tennis court or in the pool. Sadly he’s realising that he achieved the heights of mediocrity many years ago.

Andrew Hook Regional Executive Creative Director

Hailing from Auckland, New Zealand, Andrew first plied his trade in Middle Earth, working at boutique shop Generator for five years. Then in 2005, restlessness took hold of him, so he packed his bags and set sail for the tropics. 

His first stop was the venerable Batey Ads in Singapore. He was promoted to ECD of Batey at the tender age of 32, and managed the global relaunch of Qatar Airways out of the Singapore office. 

He then spent 4 years at DDB, as creative lead for the Health Promotion Board, before taking the reins in 2014 at Havas. During his tenure there, the agency’s work was recognised at Cannes, Spikes, One Show, D&AD and the Effies, while also picking up metal at the Agency of the Year Awards in back-to-back years. 

In early 2019, Andrew joined VCCP Singapore as Regional Executive Creative Director. 

Belynda Sim Head of Strategy, APAC

Always looking to bridge the gap between the person on the street and the boardroom. Bel has over 20 years’ experience in driving integrated communications and brand strategy across travel and hospitality, FMCG, Oil and Gas, retail, financial insurance and consumer tech. She has a deep understanding and experience across APAC having focused on markets such as China, India and SEA.

She has worked with many well known brands in Singapore such as Asia Pacific Breweries, Singapore Tourism Board and SingTel. As well as regional and global clients such as IKEA, PepsiCo, Spotify and Singapore Airlines.

Prior to VCCP, Bel was a qualitative researcher at Flamingo Research International and led Backslash APAC, an editorial and cultural strategy start-up within the TBWA network – primarily to inspire and inform about culture as it happens and how we can convert cultural insights into brand opportunities. 

Jaslyn Lam Business Director

As Business Director at VCCP Singapore, Jaslyn has over 16 years experience working on various categories including Finance, Travel, FMCG and F&B and on global, regional and local levels.

Lam was most recently at GOVT and has worked across a wide spectrum of industries, particularly F&B, Financial services and Lifestyle. She is passionate about the increasing use of technology and data analytics to tell a seamless omni-channel brand story to enhance each customer’s experience. She is well adapted at working on fast paced accounts such as Pizza Hut, Audi, ANZ Bank, Standard Chartered Bank and OCBC.

Lam was awarded Campaign Southeast Asia Account Person of the Year 2020, with her work being validated by both agency and clients alike.