{"id":9829,"date":"2023-09-04T11:07:15","date_gmt":"2023-09-04T10:07:15","guid":{"rendered":"https:\/\/www.vccp.com\/madrid\/news\/2023\/sep\/charles-vallance-in-campaign-crisis-countdown"},"modified":"2023-09-05T10:05:50","modified_gmt":"2023-09-05T09:05:50","slug":"charles-vallance-in-campaign-crisis-countdown","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/spain\/news\/2023\/sep\/charles-vallance-in-campaign-crisis-countdown","title":{"rendered":"Charles Vallance in Campaign &#8216;Crisis Countdown&#8217;"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-20DwPs wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    u003ch4 style=u0022text-align: leftu0022u003eFor his latest Campaign column, VCCP&#8217;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 &#8216;Carefree Comfortables&#8217;, 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 &#8216;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 &#8216;revenge spending&#8217; 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&#8217;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&#8217;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\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","categories":[191],"class_list":["post-9829","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"hero_image":{"ID":9830,"id":9830,"title":"Charles Vallance Crisis Countdown","filename":"Charles-Vallance-Crisis-Countdown.png","filesize":2873081,"url":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown.png","link":"https:\/\/www.vccp.com\/spain\/news\/2023\/sep\/charles-vallance-in-campaign-crisis-countdown\/attachment\/charles-vallance-crisis-countdown","alt":"","author":"57","description":"","caption":"","name":"charles-vallance-crisis-countdown","status":"inherit","uploaded_to":9829,"date":"2023-09-05 09:04:28","modified":"2023-09-05 09:04:28","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/spain\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"visible_on_home_page":["1"],"news_id":"191","author":{"ID":930,"post_author":"2","post_date":"2020-07-02 12:04:34","post_date_gmt":"2020-07-02 11:04:34","post_content":"","post_title":"Charles Vallance","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"charles-vallance","to_ping":"","pinged":"","post_modified":"2020-08-18 16:43:21","post_modified_gmt":"2020-08-18 15:43:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/madrid\/?post_type=people&#038;p=930","menu_order":0,"post_type":"people","post_mime_type":"","comment_count":"0","filter":"raw"},"meta-description":"For his latest Campaign column, Charles Vallance asks if we are beginning to see light at the end of the permacrisis tunnel.","og-image":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2023\/09\/Charles-Vallance-Crisis-Countdown.png","twitter-site":"","twitter-card":"","twitter-image-alt":"","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":9823,"post_author":"57","post_date":"2023-09-04 11:18:23","post_date_gmt":"2023-09-04 10:18:23","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"859070589\",\"blockId\":\"2wT7Ma\",\"blockUniqueClass\":\"lazyblock-video-2wT7Ma\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eCanon Europe 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 - 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. \\u003cstrong\\u003eGirl\\u0026amp;Bear\\u003c\/strong\\u003e, 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\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eA 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\\u003c\/p\\u003e\",\"blockId\":\"298tPO\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-298tPO\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We really enjoyed the home made process of capturing this for Canon\u2019s range of home office PIXMA printers.\",\"quotee\":\"Jim Capp, Creative Director at VCCP London\",\"blockId\":\"1U16Aw\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1U16Aw\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%2215-FAMILY-16x9-still-1%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-FAMILY-16x9-still-1.jpg'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-FAMILY-16x9-still-1-300x169.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20loading=%5C%22lazy%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-FAMILY-16x9-still-1-300x169.jpg%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-FAMILY-16x9-still-1-1024x576.jpg%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-FAMILY-16x9-still-1-768x432.jpg%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-FAMILY-16x9-still-1-1536x864.jpg%201536w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-FAMILY-16x9-still-1.jpg%201920w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:17334,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=17334%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-FAMILY-16x9-still-1.jpg%22,%22sizes%22:%22%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%2215-PRO-16x9-still-1%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-PRO-16x9-still-1.jpg'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-PRO-16x9-still-1-300x169.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20loading=%5C%22lazy%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-PRO-16x9-still-1-300x169.jpg%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-PRO-16x9-still-1-1024x576.jpg%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-PRO-16x9-still-1-768x432.jpg%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-PRO-16x9-still-1-1536x864.jpg%201536w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-PRO-16x9-still-1.jpg%201920w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:17335,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=17335%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/15-PRO-16x9-still-1.jpg%22,%22sizes%22:%22%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%2230-16x9-still-1%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/30-16x9-still-1.jpg'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/30-16x9-still-1-300x169.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20loading=%5C%22lazy%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/30-16x9-still-1-300x169.jpg%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/30-16x9-still-1-1024x576.jpg%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/30-16x9-still-1-768x432.jpg%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/30-16x9-still-1-1536x864.jpg%201536w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/30-16x9-still-1.jpg%201920w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:17336,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=17336%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/08\/30-16x9-still-1.jpg%22,%22sizes%22:%22%22%7D%7D%5D\",\"dot-controls\":true,\"blockId\":\"ZpcHIv\",\"blockUniqueClass\":\"lazyblock-carousel-ZpcHIv\"} \/-->","post_title":"For The Stuff Of Life","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-stuff-of-life","to_ping":"","pinged":"","post_modified":"2023-09-05 09:50:16","post_modified_gmt":"2023-09-05 08:50:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/madrid\/work\/%client_name%\/the-stuff-of-life","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":8679,"post_author":"5","post_date":"2020-01-30 15:48:22","post_date_gmt":"2020-01-30 15:48:22","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"385959046\",\"blockId\":\"2rfcqz\",\"blockUniqueClass\":\"lazyblock-video-2rfcqz\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eThe telecoms operator O2, launched an innovative integrated campaign last week created by VCCP Spain. VCCP has been the agency responsible for representing the brand since its Spanish launch in 2018.\\u003c\/p\\u003e\\n\\u003cp\\u003eWith the aim of continuing to increase the visibility of the brand, this campaign targets dissatisfied customers with its relatable and friendly tone, inviting those who continue with other companies solely out of habit, to consider their options.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign tries to appeal to the dormant frustration that many telephone users have, provoking a moment of self reflection, and in turn inspiring the change to O2.\\u003c\/p\\u003e\",\"quote\":\"O2 is a brand that dares to make consumers think. In a creative sense, its always a great challenge, and an enormous pleasure to work with these types of brands.\\n\",\"blockId\":\"2dwbO9\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-2dwbO9\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%2202_fish_closeup%22,%22caption%22:%22%22,%22id%22:8677,%22link%22:%22https:\/\/www.vccp.com\/madrid\/02_fish_closeup%22,%22url%22:%22https:\/\/www.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2020\/08\/02_fish_closeup.jpg%22%7D\",\"blockId\":\"Z1M8aWc\",\"blockUniqueClass\":\"lazyblock-image-full-width-Z1M8aWc\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"This campaign shows a flying fish, that upon realising that it has wings, abandons the other fish, swims towards the surface, and propels itself into the air. The main message of the campaign is: \u201cYou have wings, are you not going to use them?\u201d.\\n\",\"blockId\":\"Z1zWntU\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-Z1zWntU\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eAs with the previous campaign, the person in charge of putting all the pieces together has been the actor and composer Leonor Watling. For the music, an original song by the group Neuman was chosen.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u0022Pez\\u0022 is an integrated campaign with an important\u00a0\\u003cstrong\\u003eTV\u00a0\\u003c\/strong\\u003epresence, as with other outdoor mediums such as on the metro, and on billboards. It also relies on a variety of\u00a0\\u003cstrong\\u003edigital\u00a0\\u003c\/strong\\u003eand\u00a0\\u003cstrong\\u003esocial media\u00a0\\u003c\/strong\\u003ecampaigns.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eSince its launch in 2018, O2 revolutionised the Spanish market with a new offer, conveying an ethical, and simple message, prioritising clarity at a fair price.\\u003c\/p\\u003e\\n\\u003cp\\u003eWorking side by side with VCCP Spain, O2 has successfully established itself as a relatable operator which offers a simpler, more personal and unobtrusive relationship with the customer, an alternative for the many people that feel disillusioned with the telephone industry.\u00a0\\u003c\/p\\u003e\",\"blockId\":\"Z1Uy9Ru\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1Uy9Ru\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22O2_fish_campaign_Bellas_Artes_Madrid_billboard%22,%22caption%22:%22%22,%22id%22:8675,%22link%22:%22https:\/\/www.vccp.com\/madrid\/o2_fish_campaign_bellas_artes_madrid_billboard%22,%22url%22:%22https:\/\/www.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2020\/08\/O2_fish_campaign_Bellas_Artes_Madrid_billboard.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%2202_fish_campaign_close_up%22,%22caption%22:%22%22,%22id%22:8676,%22link%22:%22https:\/\/www.vccp.com\/madrid\/02_fish_campaign_close_up%22,%22url%22:%22https:\/\/www.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2020\/08\/02_fish_campaign_close_up.jpg%22%7D%7D%5D\",\"blockId\":\"1GmVXw\",\"blockUniqueClass\":\"lazyblock-two-column-images-1GmVXw\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We are very happy with the new campaign, we stick to our value based proposal to the customer, which has demonstrated to us that this is the pillar of differentiation between O2 and other companies in the sector. At the same time as this, we have innovated visually with a high quality advert where the Flying Fish, together with unique elements of the brand, such as the light blue colour and the bubble, come together to represent the brand brilliantly\\n\",\"quotee\":\"Gema Perona, O2.\",\"blockId\":\"Wp2PG\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Wp2PG\"} \/-->","post_title":"Flying Fish","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"flying-fish","to_ping":"","pinged":"","post_modified":"2020-09-07 13:28:23","post_modified_gmt":"2020-09-07 12:28:23","post_content_filtered":"","post_parent":3899,"guid":"https:\/\/www.vccp.com\/madrid\/?post_type=work&#038;p=8679","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":8698,"post_author":"5","post_date":"2020-06-15 17:44:48","post_date_gmt":"2020-06-15 16:44:48","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eeasyJet are celebrating their first day of flying and the reopening of Europe with a new social campaign created by VCCP.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe work features a variety of evocative destinations around Europe with open signs to signal they are \u2018open\u2019 again.\\u003c\/p\\u003e\\n\\u003cp\\u003eAlongside this, easyJet will be opening up their social channels to small businesses around Europe who usually rely on tourism. The businesses will be able to post content using the #europening hashtag, and easyJet will then share the best submissions with their followers.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign sits alongside easyJet\u2019s \u2018Europe with Confidence\u2019 pledge - a promise to easyJet customers that the airline will look out for their wellbeing, reaffirm their commitment to sustainability, and continue to offer great value.\\u003c\/p\\u003e\",\"quote\":\"The work will run across all nine of easyJet's markets.\",\"blockId\":\"1jTc0r\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1jTc0r\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Europening%20artwork%201%22,%22caption%22:%22%22,%22id%22:11167,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11167%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Europening-artwork-1.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Europening%20artwork%203%22,%22caption%22:%22%22,%22id%22:11169,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11169%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Europening-artwork-3-1.jpg%22%7D%7D%5D\",\"blockId\":\"1aNpQU\",\"blockUniqueClass\":\"lazyblock-two-column-images-1aNpQU\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"This campaign is able to reassure, inform and inspire travellers across Europe. And it has, at its heart, the beach bars, tavernas, coffee shops and hotels that we depend on.\",\"quotee\":\"David Masterman, Creative Director at VCCP\",\"blockId\":\"2n9r1l\",\"blockUniqueClass\":\"lazyblock-quote-full-width-2n9r1l\"} \/-->","post_title":"#Europening","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"europening","to_ping":"","pinged":"","post_modified":"2020-09-07 14:38:16","post_modified_gmt":"2020-09-07 13:38:16","post_content_filtered":"","post_parent":3762,"guid":"https:\/\/www.vccp.com\/madrid\/work\/%client_name%\/europening","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"capability_ids":[],"client_id":"","hero_video":"","meta_title":"VCCP's Chairman and Founding Partner Charles Vallance in Campaign \"Crisis Countdown\"","hide_related_items":[]},"lang":"en-gb","translations":{"en-gb":9829},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/news\/9829","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/users\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/media?parent=9829"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/categories?post=9829"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}