{"id":11374,"date":"2018-10-29T17:01:44","date_gmt":"2018-10-29T17:01:44","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=11374"},"modified":"2020-08-24T16:08:25","modified_gmt":"2020-08-24T15:08:25","slug":"in-praise-of-tv","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2018\/oct\/in-praise-of-tv","title":{"rendered":"IN PRAISE OF TV"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-ZSoufY 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                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          Campaign is in a nostalgic mood as it celebrates its 50th, so I thought I&#8217;d join in the reminiscing.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<div>Here goes:<\/div>\n<div>\u00a0<\/div>\n<div>I bet he drinks\u2026<\/div>\n<div>\u00a0<\/div>\n<div>A finger of fudge is just enough\u2026<\/div>\n<div>\u00a0<\/div>\n<div>He&#8217;s a secret lemonade drinker\u2026<\/div>\n<div>\u00a0<\/div>\n<div>Many of you, even those under 40, will recall these lines and the brands they were for. And, I&#8217;d wager, that puts you in the same company as millions of other people in the country.<\/div>\n<p><br \/>What&#8217;s interesting about these lines is that none has been used in a millennium. They are ancient. Yet we remember them.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-images-AkIm4 wp-block-lazyblock-two-column-images\"><section class=\"fullwidth\">\n  <div class=\"container container--spaced-sm\">\n\n    <div class=\"row\" data-aos=\"fade-up\">\n      \n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20180810-at-101537.png 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20180810-at-101537.png\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/49ba7870-9aa6-012e-a8df-0050569439b1.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/49ba7870-9aa6-012e-a8df-0050569439b1.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            \n    <\/div>\n\n  <\/div>\n<\/section>\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-1S2Kdz 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        I am not a doom-monger about TV, but those who are should be at the front of the queue exhorting clients to buy it while it lasts. \n              <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-1xH5ij 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        <div>We remember them because they were TV ads.\u00a0I could talk about memory structure or adstock or low involvement processing. But the simplest explanation is that they were TV ads. It&#8217;s amazing really how strongly they are embedded in our minds.\u00a0So, given its power, you&#8217;d think a TV ad is something our industry would cherish.<\/div>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>But, leafing through Campaign&#8217;s 50th anniversary edition, I&#8217;m not sure we do. John Hegarty points out that, of 26 Cannes categories, only one is for TV. He makes his point with characteristic elan: &#8220;As a creative person, I&#8217;ve realised that I can win a Grand Prix simply by getting someone to jump out of a box in Leicester Square.&#8221;<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-1R6aq wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/11936a_Cadbury-scaled.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-ZHTbEp 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                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          This is not to disparage other media, other channels or other creative vehicles. It is to defend the essential value of the TV ad, which we are in danger of underestimating.                  <\/blockquote>\r\n                \r\n  \t\t\t  \t\t\t<div class=\"img-inline img-offset-left-md\">\r\n          <picture class=\"embed-responsive-item\">\r\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Customer-engagement.jpg 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/CTM-Customer-engagement.jpg\" alt=\"A meerkat wearing a red velvet jacket holding a light sabre in a cinema\" class=\"lazyload img-fluid img-1-1\">\r\n          <\/picture>\r\n        <\/div>\r\n              <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Worse still, we may be in danger of willfully underestimating it by colluding in a number of myths. Three, to be precise.<\/p>\n<div>\u00a0<\/div>\n<div>Myth one is that people hate TV ads (or &#8220;fucking hate them&#8221;, to quote from the same article). There is not much evidence of this. Agreement with the statement &#8220;The ads are as good as the programmes&#8221; has actually risen for the past four consecutive years, according to TGI data. Meanwhile, in a survey conducted by Watermelon last week, the proportion of 16- to 34-year-olds who claimed not to like TV ads at all was 7.9%, as opposed to 15.1% who like them a lot and 60.1% who either quite like or don\u2019t mind them. Therefore, if you make a good ad, you\u2019ll get a fair hearing.<\/div>\n<div>\u00a0<\/div>\n<div>Myth two is that, even if they don&#8217;t actually hate them, people skip the ads. Again, this appears to be less than adjacent to the facts. Before I give you the answer, have a guess at how much of TV is still watched in real time, according to Barb, in May 2018. I&#8217;ll give you a hand. Is it a) 62%; b) 71%; or c) 79%? The actual answer is d) 86%. The inescapable conclusion is that people are considerably more at ease with TV ads than we sometimes tell ourselves. It&#8217;s possible that they actually appreciate the value exchange of watching a few commercial messages in return for high-quality free TV, such as the impressive schedule served up by ITV over recent months.<\/div>\n<div>\u00a0<\/div>\n<div>The third myth is that TV viewing is in decline, therefore TV advertising is less important. On this point, it is fair to say that real-time TV viewing is in decline with some groups (although overall screen viewing and video-on-demand isn&#8217;t). But to use this as a reason to diminish the importance of TV is a bit like saying a drought&#8217;s coming, so we&#8217;d better not stock up on water. It&#8217;s an absurd argument.<\/div>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-1xTXIl wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <h4>I am not a doom-monger about TV, but those who are should be at the front of the queue exhorting clients to buy it while it lasts.\u00a0<\/h4>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z1un3Lr 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                \r\n                \r\n  \t\t\t  \t\t\t<div class=\"img-inline img-offset-left-md\">\r\n          <picture class=\"embed-responsive-item\">\r\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/10\/images-1.jpg 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/10\/images-1.jpg\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\r\n          <\/picture>\r\n        <\/div>\r\n              <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<div>I am not a doom-monger about TV, but those who are should be at the front of the queue exhorting clients to buy it while it lasts.\u00a0There simply is no medium that serves a brand better if you want to build mass affinity. Why steer clients away from it when its price has not yet rocketed due to scarcity and when it is still proving to be working so hard?<\/div>\n<div>\u00a0<\/div>\n<div>Like all media, TV will evolve. It will continue to create appointments to view. We will be celebrating it, and the brands it helps create, long after some of the more ephemeral of those Cannes Grands Prix are forgotten. This was brought home to me the other day when I was spammed by YouTube Premium suggesting that I can now &#8220;watch YouTube without the ads&#8221;. Ironically enough, I was watching a TV ad at the time. It had already been viewed by millions. We should be wary of biting the TV hand that feeds us.\u00a0<\/div>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":11,"template":"","categories":[191],"class_list":["post-11374","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"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":"2026-01-19 12:22:45","post_modified_gmt":"2026-01-19 12:22:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=people&#038;p=930","menu_order":0,"post_type":"people","post_mime_type":"","comment_count":"0","filter":"raw"},"client_id":"","capability_ids":[],"hero_video":"","hero_image":{"ID":10901,"id":10901,"title":"Charles_7","filename":"Charles_7.jpg","filesize":52715,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7.jpg","link":"https:\/\/www.vccp.com\/uk\/news\/2018\/oct\/in-praise-of-tv\/attachment\/charles_7-2","alt":"","author":"1","description":"","caption":"","name":"charles_7-2","status":"inherit","uploaded_to":11374,"date":"2020-08-14 13:16:52","modified":"2020-08-24 15:04:16","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-1152x720.jpg","Square-width":768,"Square-height":480,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-768x720.jpg","Tall-width":307,"Tall-height":288,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7-384x720.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":576}},"relateditems":[{"relateditem":{"ID":10750,"post_author":"1","post_date":"2018-01-12 11:30:47","post_date_gmt":"2018-01-12 11:30:47","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"305056055\",\"blockId\":\"Z16OdPB\",\"blockUniqueClass\":\"lazyblock-video-Z16OdPB\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eOur new positioning, 'There's a glass and a half in everyone', shines a light on the kindness and generosity that we see in society every day, and which facilitates moments of real human connection. The first creative under the new global brand platform is centred on the nation\u2019s favourite chocolate, Cadbury Dairy Milk, and sees the brand embrace an authentic and caring approach, capturing the spirit of the nation in a way that individual consumers can relate to.\\u003cbr \/\\u003e\\u003cbr \/\\u003eThe campaign kicked off with a new TV advert on Saturday 13th January during The Voice on ITV. The 60-second spot tells the story of a young girl who enters a corner store wanting to buy a bar of Cadbury Dairy Milk. However, it\u2019s not for her \u2013 it\u2019s for her mum\u2019s birthday. As the girl has never bought something on her own before, she attempts to emulate what she has seen her mum do and gets her purse out to pay, but inside there is only a collection of small knick-knacks. She goes to pay using these trinkets, including a button and fake diamond ring, which the shopkeeper generously accepts. Even though it leaves him out of pocket, the shopkeeper ensures he doesn\u2019t take the girl\u2019s favourite trinket (her miniature unicorn!) and she is able to leave the shop with her Mum\u2019s favourite bar of Cadbury Dairy Milk, and a smile on her face.\u00a0\\u003c\/p\\u003e\",\"quote\":\"A new global brand platform which takes Cadbury back to its roots; a family brand founded on generous principles.\",\"blockId\":\"27UAJU\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-27UAJU\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Cadbury%20Posters%20landscape%22,%22caption%22:%22%22,%22id%22:10753,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10753%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Cadbury-Posters-landscape.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Cadbury%20Posters%20landscape%20heart%22,%22caption%22:%22%22,%22id%22:10752,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10752%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Cadbury-Posters-landscape-heart.jpg%22%7D%7D%5D\",\"blockId\":\"1TpVWw\",\"blockUniqueClass\":\"lazyblock-two-column-images-1TpVWw\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4 style=\\u0022text-align: center\\u0022\\u003eThe campaign will be further underpinned by digital, social, PR, experiential and sampling activations, as well as a second TV advert later in the year.\u00a0\\u003c\/h4\\u003e\",\"blockId\":\"Z1Cfg\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1Cfg\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-image-top-aligned {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%2211936e_Cadbury%22,%22caption%22:%22%22,%22id%22:10751,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10751%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/11936e_Cadbury.jpg%22%7D\",\"text\":\"\\u003cp\\u003eEven though it leaves him out of pocket, the shopkeeper ensures he doesn\u2019t take the girl\u2019s favourite trinket (her miniature unicorn!) and she is able to leave the shop with her Mum\u2019s favourite bar of Cadbury Dairy Milk, and a smile on her face.\\u003cbr \/\\u003e\\u003cbr \/\\u003eIn addition, brand new Out of Home will include the famous Cadbury Dairy Milk glass and a half of milk icon with other positive symbols, such as a heart, smiley face and thumbs up. There\u2019s no Cadbury branding, it simply features the new Cadbury Dairy Milk tagline \u2013 There\u2019s a glass and a half in every one \u2013 showing the human kindness in us all.\\u003cbr \/\\u003e\\u003cbr \/\\u003eFinally, between 25th and 28th January, Cadbury will be bringing the new TV spot to life by giving chocolate fans across the UK the chance to get a bar of Cadbury Dairy Milk for the price of a knick-knack, trinket or even a button! The five-day long\u00a0\\u003ca href=\\u0022https:\/\/www.vccp.com\/en-gb\/work\/cadbury\/glass-and-a-half-shop\\u0022\\u003epop up store\\u003c\/a\\u003e\u00a0will even have the same shop keeper as the advert! Get down to Greek Street in Soho between 10am and 6pm to experience it for yourself.\\u003c\/p\\u003e\",\"blockId\":\"13bL1a\",\"blockUniqueClass\":\"lazyblock-two-column-text-image-top-aligned-13bL1a\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"285835576\",\"blockId\":\"Z29nhvs\",\"blockUniqueClass\":\"lazyblock-video-Z29nhvs\"} \/-->","post_title":"Mum's Birthday","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"mums-birthday","to_ping":"","pinged":"","post_modified":"2024-04-08 11:35:25","post_modified_gmt":"2024-04-08 10:35:25","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10750","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11010,"post_author":"1","post_date":"2017-05-30 14:53:50","post_date_gmt":"2017-05-30 13:53:50","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"287108552\",\"blockId\":\"1HI4m0\",\"blockUniqueClass\":\"lazyblock-video-1HI4m0\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eTheir convenience, their ability to think for us, and the way in which they make life easier is what makes them all the more desirable. But, this has caused an unwanted and unprecedented challenge to the camera category. And where we have seen an obvious increase in smartphone sales, cameras have fallen sharply, leaving the retail sector focussing its energy and investment in phones and other other similar technologies.\\u003c\/div\\u003e\\n\\u003cp\\u003e\\u003cbr \/\\u003eCanon saw their buyers falling out of love with the category, as their products were being\u00a0were being over-casted by new technologies in the retail space. They also faced a constant challenge in the manner in which their products are presented in store. Principally, their products are sold through on and offline mass and independent resellers, meaning that Canon have no control over their brand and are not able to create brand consistency from store to store, or reflect the premium flair that they want to.\\u003c\/p\\u003e\",\"quote\":\"It\u2019s no big headline that smartphones are dominating the way we live of our lives.\",\"blockId\":\"Z1ecwW7\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1ecwW7\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image56%22,%22caption%22:%22%22,%22id%22:11018,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11018%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image56.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image58%22,%22caption%22:%22%22,%22id%22:11017,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11017%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image58.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image69%22,%22caption%22:%22%22,%22id%22:11016,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11016%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image69.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image66%22,%22caption%22:%22%22,%22id%22:11015,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11015%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image66.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image68%22,%22caption%22:%22%22,%22id%22:11014,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11014%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image68.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"GlV0K\",\"blockUniqueClass\":\"lazyblock-carousel-GlV0K\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eYears of a \u2018build it and they will come\u2019 mentality has meant that as bottom-line pressure increased, price and promotion became the default response.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eWe saw the need to behave as the market leader, not simply through product, but through shopper insight and commercial acumen too, to show retail partners the growth opportunities that can be derived from shopper needs, rather than purely through range.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eWe conducted a multi-market retail audit and developed a category leading Shopper Journey Program to build best in class insight on their needs, behaviours, barriers and triggers.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThe clearest insight from our work was that the shopper experience was hampering the customer\u2019s experience and therefore limiting trade. This was down to multiple factors from poor navigation, lack of segmentation, lack of inspiration and lack on information. All of which were resulting in the failure of the retail in converting shoppers successfully.\u00a0\\u003c\/div\\u003e\\n\\u003cp\\u003eThis fuelled a retail brand re-skin in 2017 and a host of growth driver programs which are currently progressing to live market trials.\u00a0\\u003cbr \/\\u003e\\u003cbr \/\\u003eAs part of the global communications strategy for Canon, we designed the Retail Brand Design system toolkit. We utilised the iconic semiotics of the brand to ensure that the brand was represented consistently across every touch-point and to make sure it achieves immediate recognition, maximum disruption and clear recall. The system is designed to drive conversion in a range of scenarios from stand alone to seasonal campaigns and NPD launches.\\u003c\/p\\u003e\",\"quote\":\"Historically, the camera market has never had to work hard for sales.\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22image70%22,%22caption%22:%22%22,%22id%22:11020,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11020%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image70.jpg%22%7D\",\"blockId\":\"1VrbJc\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1VrbJc\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eThe system was also designed to be simple and efficient\u00a0 so that it can be used and rolled out by all local markets and general managers.\\u003c\/h4\\u003e\",\"blockId\":\"DUYq5\",\"blockUniqueClass\":\"lazyblock-text-full-width-DUYq5\"} \/-->\n\n<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button {\"items\":\"%5B%7B%22text%22:%22%3Cp%3E2017%20saw%20the%20roll-out%20of%20this%20system%20across%20all%20retail%20channels%20from%20digital%20to%20mass%20and%20specialist.%20Beginning%20with%20core%20performance%20outlets,%20all%20new%20store%20upgrades%20are%3C\/p%3E%22%7D,%7B%22text%22:%22%3Cp%3Enow%20being%20launched%20in%20this%20new%20model%20and%20Canon%20is%20now%20delivering%20on%20one%20coherent%20brand%20experience%20across%20its%20stores%20and%20converting%20shoppers%20successfully.%C2%A0%3C\/p%3E%22%7D%5D\",\"blockId\":\"Z12jl6N\",\"blockUniqueClass\":\"lazyblock-two-column-side-by-side-text-inline-image-button-Z12jl6N\"} \/-->","post_title":"Live for the story","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"canon-lfts-retail","to_ping":"","pinged":"","post_modified":"2021-08-02 15:32:17","post_modified_gmt":"2021-08-02 14:32:17","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11010","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11217,"post_author":"3","post_date":"2018-09-17 10:55:00","post_date_gmt":"2018-09-17 09:55:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"290252953\",\"blockId\":\"iiy19\",\"blockUniqueClass\":\"lazyblock-video-iiy19\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eeasyJet, Europe\u2019s leading airline, have launched a compelling pan-European, multi-media advertising campaign that brings to life the wonder of air travel and seeks to inspire viewers\u2019 imaginations when dreaming about their next getaway.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThe engaging and uplifting film follows a plane in flight above the clouds, transporting viewers on a journey through the imagination of a passenger on board. The film ends as Senior First Officer Diana Gomes da Silva flies off into the sun setting over a patchwork of European destinations, asking viewers to \u2018Imagine where we can take you\u2019.\\u003c\/div\\u003e\",\"quote\":\"We conjured up a world of imagination in the clouds for easyJet's exciting new brand launch.\",\"blockId\":\"1ejS2o\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1ejS2o\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22291555069%22%7D,%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22291555346%22%7D,%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22291555602%22%7D%5D\",\"arrow-controls\":true,\"blockId\":\"1iL3oz\",\"blockUniqueClass\":\"lazyblock-carousel-1iL3oz\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003csection class=\\u0022fullwidth text-center aos-init aos-animate\\u0022 data-aos=\\u0022fade-up\\u0022\\u003e\\n\\u003cdiv class=\\u0022container\\u0022\\u003e\\n\\u003ch4\\u003eThe work is fittingly set against the sounds of Cat Power\u2019s \u2018Dreams\u2019.\\u003c\/h4\\u003e\\n\\u003c\/div\\u003e\\n\\u003c\/section\\u003e\\n\\u003csection\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003c\/section\\u003e\",\"blockId\":\"127iTE\",\"blockUniqueClass\":\"lazyblock-text-full-width-127iTE\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22monday%20drop%20off%20oog%20(1)%22,%22caption%22:%22%22,%22id%22:11222,%22link%22:%22https:\/\/www.vccp.com\/work\/easyjet\/imagine\/attachment\/monday-drop-off-oog-1\/%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/monday-drop-off-oog-1.jpg%22%7D\",\"blockId\":\"1DJTOH\",\"blockUniqueClass\":\"lazyblock-image-full-width-1DJTOH\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"This new brand campaign moves easyJet to a more emotional positioning as we continue our growth across Europe, using beautiful and imaginative travel imagery to inspire our customers.\",\"quotee\":\"Lis Blair, Chief Marketing Officer (easyJet)\",\"blockId\":\"6RH1Q\",\"blockUniqueClass\":\"lazyblock-quote-full-width-6RH1Q\"} \/-->","post_title":"Imagine","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"imagine","to_ping":"","pinged":"","post_modified":"2020-08-24 13:05:37","post_modified_gmt":"2020-08-24 12:05:37","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11217","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"related_content_title":"YOU MAY ALSO LIKE","websites_to_publish":[],"visible_on_home_page":[],"meta-title":"In praise of  TV","meta-description":"Given its power, you'd think a TV ad is something our industry would cherish.  But, leafing through Campaign's 50th anniversary edition, I'm not sure we do. John Hegarty points out that, of 26 Cannes categories, only one is for TV. He makes his point with characteristic elan: \"As a creative person, I've realised that I can win a Grand Prix simply by getting someone to jump out of a box in Leicester Square.\"","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Charles_7.jpg"},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/11374","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/11"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=11374"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=11374"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}