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 age 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. 

Josh Robertson Chief Marketing Officer

The majority of Josh’s career has been spent helping independent and network agencies grow their reputations and client lists, both in the UK and globally.

He helped Havas become one of the fastest growing agencies in the UK. At Dentsu he was part of the team that won the £150m UK Government account, led the pitch team that secured the £25m Lionsgate business and worked on the communications strategy for the launch of the £5 polymer banknote.

Josh spent four years at VCCP, most notably helping win and establish some of VCCP’s biggest international clients: Cathay Pacific and Shell. After a stint at Publicis Media as UK Business Development Lead he has returned to VCCP, just this time he is excited by the opportunities and challenges that Singapore and APAC offer.

In his spare time, he can mainly be found watching any and every sport or averagely swinging a golf club, thrashing a tennis ball or stumbling his way through a marathon.

Alex Zhang Regional Strategic Director, APAC

Alex is a hybrid of cultures and backgrounds. He has experiences across a variety of markets and agencies, including creative, digital, experiential, and media – a living mantra of “it only works if it all works”.

This drive for integration was shown in his operations in cross-agency teams, leading strategy for clients like adidas and GSK to drive positive business outcomes. Despite it being an industry cliché, Alex still believes silos need to be broken down – to explore different angles to solve business challenges.

Before coming to Singapore to join VCCP in late 2019, Alex worked in WPP China leading digital strategy at MediaCom, then integrated communications strategy at Grey.

He also possesses an entrepreneurial background, having ran his own D2C e-commerce business, a believer that we should all practice what we preach – clients can hopefully rest assured the business didn’t file for bankruptcy.
Alex now joins VCCP to challenge and be challenged, alongside the challenger brands of the world in Asia.

Aanchal Sethi Business Director

As Business Director at VCCP Singapore, Aanchal brings her passion for effective creative, knowledge of business building strategy and inherent curiosity for culture and insight across the accounts she works on.

Aanchal started her advertising journey in 2003 with Y&R in India. After stints with MullenLowe and DDB, she decided to move to Dubai in 2010 where she worked with Percept Gulf and Iris Worldwide. In 2017, the seven-year itch caught her again and led her to Singapore with Iris Worldwide to lead the Shell business for the region.

Her experience spans across a broad range of brands including Colgate Palmolive, Unilever – Vaseline, Lipton Tea, Clear Shampoo and Signal Toothpaste, Lufthansa Airlines, Phillips and Shell.

When not at work, Aanchal is either busy learning how to hold a paintbrush or visiting a new country to tick off her travel bucket list. 

Jerone Larson B2B Lead

Jerone leads VCCP Business in Singapore and manages strategic, creative and delivery requirements for our range of global, regional and local B2B clients.

Prior to joining VCCP Singapore, Jerone worked in New York where she gained broad experience across a range of B2B industries and brands, including government, tech, insurance, finance, energy and engineering.

Most recently, she was at Doremus New York where she led and managed end-to-end global brand and demand generation campaigns for clients including the Singapore EDB, Akamai Technologies, National Instruments and Shell.

When not at work, Jerone is relishing being back in Singapore, exploring art whether it’s in a gallery or on the urban streets, and savouring all the mouthwatering cuisine the city has to offer.