{"id":9221,"date":"2023-09-04T11:18:23","date_gmt":"2023-09-04T10:18:23","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/work\/%client_name%\/the-stuff-of-life"},"modified":"2023-09-05T09:45:24","modified_gmt":"2023-09-05T08:45:24","slug":"the-stuff-of-life","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/singapore\/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        <p>u003cpu003eu003cspan style=u0022font-weight: 400u0022u003e<strong>Canon Europe<\/strong> 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. u003c\/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. <strong>Girl&amp;Bear<\/strong>, 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<\/p>        \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-9221","work","type-work","status-publish","hentry"],"acf":{"client_id":"8431","capability_ids":["988","8351"],"hero_image":{"ID":9223,"id":9223,"title":"Canon For the Stuff OF Life","filename":"Canon-For-the-Stuff-OF-Life.png","filesize":1797034,"url":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life.png","link":"https:\/\/www.vccp.com\/singapore\/work\/canon\/the-stuff-of-life\/attachment\/canon-for-the-stuff-of-life","alt":"","author":"57","description":"","caption":"","name":"canon-for-the-stuff-of-life","status":"inherit","uploaded_to":9221,"date":"2023-09-05 08:14:55","modified":"2023-09-05 08:14:55","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/singapore\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life-307x615.png","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":9184,"post_author":"64","post_date":"2023-08-04 09:43:01","post_date_gmt":"2023-08-04 08:43:01","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eVCCP Singapore\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today unveiled two new super hires to strengthen its leadership team and propel the agency to its next stage of growth. Katya Obolensky joins the agency as Managing Director alongside new hire, Mark Teal who becomes its Chief Marketing Officer. Both hires start with immediate effect.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Singapore has experienced rapid growth since its launch in 2019 after winning founding client Shell. In its short time it has grown \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto 25 peopl\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ee, created award-winning creative work for industry leaders such as Cathay Pacific, Deliveroo, Sun Life and Toll and was even crowned Independent agency of the year in 2020, in only its second year of operation.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eObolensky and Teal join to lead the agency\u2019s development, further strengthen the agency\u2019s presence\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e in Singapore and drive growth into other Asian markets\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. As Managing Director, Obolensky will also ensure the creative shop continues to deliver outstanding creative work and exceptional client service.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eKatya Obolensky most recently led the Virgin Media O2 account in VCCP\u2019s HQ in London, but joined the\u00a0 London arm as a Senior Account Director in 2015. Her impressive work and exceptional leadership skills have propelled her to a meteoric rise after only eight years with the agency. With over fifteen years of experience in the advertising industry, both in New York City and London, Obolensky brings a wealth of experience to the agency. Beginning her career at JWT NYC working on the Microsoft account, she then moved to London where she joined M\\u0026amp;C Saatchi and contributed to the success of various high-profile clients such as Hyundai, Currys\/PC World, Public Health England, and Havana Club alongside introducing several cultural initiatives which led to her taking on a global network role, where she played a pivotal role in nurturing international offices and securing international clients. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eKatya Obolensky, Managing Director at VCCP Singapore\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added, \u201cI\u2019m absolutely thrilled to be bringing the challenger spirit of VCCP London to Singapore, and couldn\u2019t be more pleased to have Mark join us at such an exciting time in our growth story. We\u2019ve had an incredible few years and I\u2019m excited to take our Asia offering to its next stage \u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eMark Teal is also a seasoned veteran in the realm of advertising and marketing technology, with a track record that spans over two decades. Teal joins from Wunderman Thompson where he was Head of Business Development and led on garnering marketing technology partnerships as well as leading creative and technology related pitches for the agency.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePrior to that, Mark was at Digitas as Business Development Director where he invested all of his time on new business with a focus on building Digitas\u2019s capabilities around CRM and CMS build projects. His role of Head Of Business Development in 2019 saw Mark grow the agency's headcount threefold.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJulian Douglas, International CEO at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said, \u201cVCCP Singapore has seen solid momentum, bringing in clients Canon, Cathay Pacific, Toll and Deliveroo and welcoming several new superstar hires. Now with both Katya and Mark on board, we have the right leadership in place to propel the agency and Network even further as we reach the third phase of our global expansion plan which has APAC at the heart of it. I look forward to seeing their impact on our business.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Singapore is part of VCCP Group which employs more than 1,400+ people across its 11 offices in Auckland, London, New York, San Francisco, Salt Lake City, LA, Sydney, Shanghai, Madrid and Prague.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"29wqIC\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-29wqIC\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"It's a hugely exciting time to be joining VCCP Singapore. Our unique minimum-viable-network proposition has proven to be successful, I\u2019m keen to scale that further in a way that benefit our clients.\",\"quotee\":\"Mark Teal, Chief Marketing Officer at VCCP Singapore\",\"blockId\":\"Z2aYJ14\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z2aYJ14\"} \/-->","post_title":"VCCP Singapore supercharges leadership teams","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-singapore-supercharges-leadership-teams","to_ping":"","pinged":"","post_modified":"2023-08-07 09:19:16","post_modified_gmt":"2023-08-07 08:19:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/news\/2023\/aug\/vccp-singapore-supercharges-leadership-teams","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9217,"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":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"charles-vallance-in-campaign-crisis-countdown","to_ping":"","pinged":"","post_modified":"2023-09-05 09:50:12","post_modified_gmt":"2023-09-05 08:50:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/news\/2023\/sep\/charles-vallance-in-campaign-crisis-countdown","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":8804,"post_author":"5","post_date":"2020-08-25 17:12:00","post_date_gmt":"2020-08-25 16:12:00","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"u003cpu003eSince lockdown, our lives have all become more virtual - and the world of fashion is no exception. Our Innovation Lead, Peter Gasston, investigated this emerging trend for The Marketing Society, and analysed its implications for the future of retail and sustainability.u003c\/pu003enu003cpu003eRead the fascinating piece\u00a0u003ca href=u0022https:\/\/www.marketingsociety.com\/blog-post\/fashion-goes-digitalu0022u003ehereu003c\/au003e.\u00a0u003c\/pu003e\",\"quote\":\"A trend that offers new models for retail and sustainability.n\",\"blockId\":\"ZhSV1p\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZhSV1p\"} \/-->","post_title":"Fashion goes digital","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"fashion-goes-digital","to_ping":"","pinged":"","post_modified":"2020-08-28 01:05:16","post_modified_gmt":"2020-08-28 00:05:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/news\/2020\/aug\/fashion-goes-digital\/","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hero_video":"","social-media-image":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/Canon-For-the-Stuff-OF-Life.png","hide_related_items":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/work\/9221","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/users\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/media?parent=9221"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}